Xiaomi’s 618 Sales Surge: Hits 16.9 Billion, Tops JD, Tmall, and PDD in Domestic Mobile Phone Sales

In a promising start to the 618 shopping festival, Xiaomi has announced strong early results, with total channel payments surpassing RMB 16.9 billion ($2.3 billion) as of May 31st, 2025, at 23:59:59.

The smartphone segment has proved particularly robust for Xiaomi, with its devices dominating various platforms in terms of domestic brand sales volume.

Domination on Key Platforms:

• JD.com: Xiaomi secured the number one spot for cumulative sales volume among domestic smartphone brands.
• Tmall: Xiaomi also topped the charts for cumulative sales volume of domestic smartphone brands.
• Douyin: Xiaomi claimed the leading position in smartphone sales across this platform.
• Pinduoduo: Xiaomi achieved a double victory, securing both the top spot in sales volume and sales value among domestic smartphone brands.
• Kuaishou: Xiaomi was the best-selling domestic brand for smartphones on this platform.

Xiaomi attributed its early success to an aggressive pricing strategy for this year’s 618 promotions, offering significant discounts across its product line. The company touted a RMB 1.3 billion ($179 million) in value and subsidies available. For example, the Xiaomi 15 was offered with a subsidized starting price of RMB 3,699 ($510), the Xiaomi 15 Pro started from RMB 4,499 ($620), and the REDMI Turbo 4 Pro was available from RMB 1,700 ($235).

Beyond smartphones, Xiaomi’s promotional efforts encompassed a wide array of connected devices, including laptops, tablets, earphones, smartwatches, televisions, and air conditioners, all offered at varying levels of discount.

The 618 campaign is structured in three phases. The first phase, a “pre-sale” or early bird promotion, ran from May 13th at 21:30 to May 31st at 19:59. The second phase, the “kickoff”, began on May 31st at 20:00 and runs through June 3rd at 23:59. The final “peak” sales period will be from June 16th through June 18th at 24:00.