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China’s 618 shopping festival sees record-breaking sales, stellar performance for Apple
- China's 618 Shopping Festival in 2025 achieved a record-breaking gross merchandise value of 855.6 billion yuan, showing a 15.2% increase from the previous year.
- Apple excelled during the festival, with its iPhone 16 Pro leading mobile phone sales rankings due to aggressive discounts.
- The festival lasted from mid-May to June 18, extended sales periods, and government subsidies contributed to the surge in consumer spending.
- Apple, Xiaomi, and Huawei were top brands exceeding 1 billion yuan in GMV on Alibaba's platforms, with Apple witnessing a significant uplift in sales.
- The iPhone 16 Pro's sales were fueled by discounts of up to 31%, helping Apple to address its declining market share in China.
- The festival's AI-driven personalization tools supported brands like Apple, enhancing product recommendations and boosting conversion rates.
- Analysts warn that the end of subsidy programs could impact future sales after some regions reportedly depleted funds during the festival.
- Despite concerns, Apple's performance at the festival showcased its adaptability in the competitive Chinese market.
- Consumer behavior during the festival indicated a shift towards prioritizing necessity over stockpiling, challenging brands reliant on discounts.
- Apple's success at the festival reinforced its enduring appeal in China's dynamic e-commerce environment, securing robust sales and consumer interest.
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