This brief report provides analysis on the promotions and performance of major smartphone OEMs at China’s Singles Day shopping festival, such as Xiaomi, Huawei, OPPO, Vivo, Apple and Samsung.
Singles Day is a shopping event in China which takes place on 11 November every year. It is a made-up festival in China, first by university students in early 1990s to celebrate singlehood, and later promoted by Alibaba as an online shopping event in 2009. It has become one of China’s biggest sales seasons. Later other retail giants joined, including JD.com, Suning, Gome, VIP.com, etc. Alibaba remains the biggest player on Singles Day. JD.com is another major player although JD.com has its own shopping event on 18 June every year.