As the longest 618 Shopping Festival came to an end, Xiaomi announced its “complete victory”. By the end of the day on 18 June, Xiaomi had transactions across platforms totalling over 35.5 billion RMB (4.94 billion USD), the highest in the history of sales events. The Xiaomi founder and CEO also thanked everyone in his repost of the 618 results.
Xiaomi topped many categories across platforms. Its smartphones surpassed the ‘sales and units sold’ ranking on JD.com and became the top-selling domestic brand in the smartphone category. It also took both the number 1 and number 2 spots on the domestic smartphone ranking with two individual models, as well as topping sales rankings for different price ranges.
On Tmall, Xiaomi was also the most sold domestic brand on the platform, with the REDMI K80 being the number one best-selling domestic phone model. On social commerce platforms Douyin, the Chinese sister app of TikTok and Pinduoduo from PDD Holdings, Xiaomi, was also number one in both sales and units sold on both platforms. On the Xiaomi Mall website and app, sales grew 18% year-on-year (YoY), with smartphones growing 17% and smart lifestyle products up 16%. In Xiaomi Home offline stores, revenue was up 51% YoY, with phones growing 31% and smart lifestyle increasing by 63% YoY.
Xiaomi’s success is not limited to its 618 sales. In Q1 2025, Xiaomi sold 13.3 million smartphones, up 40% YoY, reclaiming the number 1 spot in market share again in 10 years, with a 19% share. Xiaomi is aiming to become the top electrical appliances brand in China by 2030. With its smart ecosystem and support from mobile devices, this looks increasingly achievable.