The longest Double 11 shopping festival in history has finally come to an end.
At midnight on November 11, 2025, the Double 11 shopping festival, which started its first round of pre – sales on October 9, officially concluded. Compared with previous years, this year’s Double 11 was larger in scale and longer in duration. JD.com data shows that as of 23:59 on November 11, the total transaction volume across the platform reached a record high. The number of ordering users increased by over 40% year – on – year, and the order volume increased by nearly 60% year – on – year. Among them, the mobile phone category stood out the most. The transaction volume of AI mobile phones increased by over 150% year – on – year, making it the most explosive category during the entire e – commerce festival.
Although some platforms will still have comeback activities on the 12th and 13th, the outcome of this shopping festival is basically settled. The most notable category in this year’s shopping festival is still mobile phones and digital products. Xiaomi released a battle report early in the morning on the 11th, stating that “the total payment amount across all channels during Xiaomi’s Double 11 exceeded 29 billion.” The JD.com mobile phone sales ranking also shows that Xiaomi ranked second in the cumulative sales list, right after Apple, and was the top domestic brand.
(Image source: Lu Weibing/Xiaomi)
Surprisingly, as of the time of writing, only Xiaomi chose to actively announce its battle report, while other mobile phone brands remained indifferent. Compared with previous years when each brand fought hard for the championship title, why has it suddenly become so quiet this year? In fact, the Double 11 without the competition for the championship was more intense than ever.
Apple Leads by a Large Margin, Xiaomi, OPPO, and vivo Each Have Their Highlights, and Meizu Misses the List
Even before the Double 11 shopping festival, the mobile phone market had already become bustling. New flagship models from vivo, OPPO, and Honor were successively released, mostly around October 15, which was the time when the first wave of Double 11 pre – sales started. The earlier released Xiaomi 17 series and Apple iPhone 17 series quickly responded after the pre – sales started, jointly launching full – amount discounts and coupon activities with the official channels.
(Image source: JD.com)
It’s not hard to see that the time of the first wave of Double 11 pre – sales this year was quite delicate, exactly at the time when mobile phone manufacturers launched their new flagships. However, according to the battle report released by JD.com, sales don’t necessarily rely entirely on new products.
1. Apple: iPhone 17 Contributes Greatly.
Double 11 has basically been Apple’s showcase every year, which is actually related to the fact that the iPhone is usually released in mid – September. The cumulative sales list of JD.com’s Double 11 shows that Apple took the first place, leaving a small gap with Xiaomi, the runner – up. Specifically, in the list of best – selling models, the iPhone 17 Pro Max, iPhone 17 Pro, and iPhone 17 took the top three spots in the single – product sales list.
Early sales statistics show that the sales volume of the iPhone 17 series exceeded 9 million units within 50 days of its release. Among them, the iPhone 17 Pro Max remained at the top, and the standard – version iPhone 17 also performed much better than its predecessor. During this Double 11 event, through strategies such as stacking coupons and subsidies, the discount range for the iPhone 17 could reach 500 – 2000 yuan.
(Image source: JD.com)
In addition, the iPhone 16 Pro Max, which was released last year, unexpectedly appeared in the single – product sales list, ranking fourth. This model has a subsidy of 1900 yuan and a 400 – yuan coupon on JD.com. Even without using trade – in and other programs, it can still get a discount of 2300 yuan off the original price. The significant price cut is the real reason for its appearance on the list.
2. Xiaomi: First Appearance in the 6K Price Range, High – end Strategy Succeeds.
Since its release, the Xiaomi 17 series has received high attention from consumers. In particular, the unique rear – screen design has made the Xiaomi 17 Pro and Xiaomi 17 Pro Max the sales leaders of the series. During this year’s Double 11, the standard – version Xiaomi 17, with subsidies and coupons, was sold at a price as low as 3999 yuan, and its sales soared.
Surprisingly, the Xiaomi 17 Pro Max made it onto the list of products in the 6K + price range, ranking third, only after two new models of the iPhone 17 series and the iPhone 16 Pro. As Xiaomi’s first flagship model with the “Pro Max” suffix, although there were some controversies at the beginning of its release, its balanced configuration and unique design allowed Xiaomi to successfully enter the 6K + price – range list.
(Image source: JD.com)
Of course, back to the single – product cumulative list, the most popular models under Xiaomi are still the REDMI K80, REDMI Turbo 4 Pro, and REDMI K80 Ultimate Edition, which were released last year. During the Double 11 event, the prices of these three models dropped below 2000 yuan, and with their excellent hardware configurations, they naturally became hot – selling products.
3. vivo: New Products Are Highly Popular, and Foldable Phones Take the Lead.
The vivo X300 series was released two days after the Double 11 pre – sales, which gave this already well – received new product even higher attention. In the cumulative sales list of all brands on JD.com, vivo successfully ranked third, only after Apple and Xiaomi.
Compared with Apple and Xiaomi, which dominated the single – product list, vivo grabbed a lot of attention with new models such as the X300 series and Y500. In addition, the first – sale performance of the iQOO 15 this year far exceeded that of its predecessor, and it can be said that all new products were successful. More notably, vivo also had a place on the single – product list in the 6K + price range, thanks to its foldable phone, the X Fold5.
(Image source: JD.com)
We have to admit that there were many new products released during the first wave of Double 11 pre – sales this year, but vivo’s performance far exceeded expectations. This also serves as a warning to all mobile phone brands that only with strong product strength can they stand out in the wave of new phones.
4. OPPO: Focus on Both High – end and Mid – end with Reno and Find.
OPPO’s performance during this year’s Double 11 was mainly driven by the Find X9 series. The new flagship released in mid – October focused on imaging and battery life. In particular, the combination of a large battery and a telephoto lens in the Pro version was both a selling point and provided a closed – loop experience. With the subsidies and coupon packages during the pre – sales period, the Find X9 series quickly gained popularity and became OPPO’s representative in the high – end market.
In the mid – end market, the Reno14 series focused on stability. Its light and thin feel, long – lasting battery life, and the usability of AI imaging met the intuitive needs of the general public when changing phones. During this year’s Double 11, the promotional prices offered by many channels further enhanced the cost – effectiveness of the Reno14 Pro. It was easy to use, practical, and reasonably priced, so its popularity remained high.
(Image source: JD.com)
Back to the single – product cumulative list, it’s still the popular models that drive the sales volume. The price strategy of the A6 Pro during the event was very effective. The combination of water – resistance, drop – resistance, and a large battery increased its fault – tolerance rate. At the same time, the prices of the main configurations of the previous – generation Reno models generally dropped to more affordable ranges during Double 11, also taking on a significant role in driving sales.
5. Huawei: Without New Mate Models, Old Mate Models Hold Up the Sales.
As the only brand among the top five mobile phone manufacturers that did not launch a new flagship in September or October, Huawei still managed to rank fifth in the Double 11 sales list, relying on the highly – acclaimed Mate70 series and the Mate X6 foldable phone.
Early channel data shows that since its release, the Mate 70 Pro+ has long ranked among the top in the sales of high – end models. During this year’s Double 11, with national subsidies and installment – payment discounts, it triggered another wave of “ticket – buying.” With its Kunlun Glass, ultra – concentrated main camera, and powerful AI computing power, this model still has few competitors in the high – end market. The nova 14 series performed well in the mid – end market. During the Double 11 event, with full – amount discounts and deposit inflation, the price of the Pro version dropped below 3000 yuan, and many young users chose the nova 14 series.
(Image source: JD.com)
Overall, although Huawei did not launch new products during this year’s Double 11, relying on the high – end reputation of the Mate series, the market coverage of the nova series, and the design differentiation of the Pura series, it still remained among the top domestic brands.
The other five mobile phone manufacturers on the list, Honor, Samsung, realme, Nubia, and Motorola, also had their own outstanding performances. For example, although Honor’s total sales volume was not as high as the top five, it had two popular models in the single – product list, the Honor X70 and Honor Play10C, both in the thousand – yuan range. realme’s GT8 series also achieved good results during the first wave of pre – sales this year.
During Double 11, Blockbusters Are Always the Winning Strategy
This year’s Double 11 mobile phone list seems calm on the surface but actually has hidden undercurrents. Apple is still the well – known “sales engine.” With three models of the iPhone 17 series occupying the top three spots in the single – product list, it firmly won the championship. After adding subsidies and installment – payment discounts this year, the iPhone 17 Pro Max was still sold out, which was also expected.
Among domestic brands, Xiaomi and vivo attracted a lot of attention. The Xiaomi 17 Pro Max is a typical example of the “blockbuster strategy.” By skipping the number 16 in its naming and directly aligning with the iPhone 17 and adding the “Pro Max” suffix, it caused a lot of controversies but also generated more buzz. The key is that the product itself did not disappoint. With the subsidy strategy in the 6K + price range, it performed better and better on the list. For Xiaomi, this is also the first time it has achieved satisfactory results in the high – end market.
The vivo X300 series was released in mid – October, right at the time of the Double 11 pre – sales. It had both the popularity of a new product and the right channel rhythm. With the Dimensity 9500, Zeiss imaging, and AI experience at the system level, it could achieve stable sales without significant price cuts. OPPO’s Find X9 series also hit the right time point, but it mainly relied on the combined efforts of the Find and Reno series to rank among the top four.
(Image source: JD.com)
From the overall performance, the brands that performed well in sales this year basically had one or two blockbuster models, or products that consumers could clearly perceive as “different from the previous generation.” For example, the Xiaomi 17 Pro Max, vivo X300, iPhone 17 Pro Max, etc., are all new products with distinct design styles.
Anyway, Double 11 every year is actually a “test” for the mobile phone market. On the one hand, it helps brands understand the market feedback on new flagships and see if users are willing to buy. On the other hand, it’s also the best time to test which products have the “potential to be blockbusters.”
After all, future promotions are no longer just about subsidies and prices. It’s about which brand can capture users’ needs more quickly, impress consumers with technology and experience, and create iconic products. Only mobile phone manufacturers that truly understand users can stand out in the next battle. This also makes us more eager to see which brand will be the dark horse in the upcoming
