China’s 618 Sale Sees Smartphone Sales Drop by 13% Amid Rising Memory Costs

• July 7, 2026

China’s annual 618 shopping event, a key moment in the domestic consumer market calendar, has seen a significant downturn in smartphone sales this year. According to data from Counterpoint Research, sales volume declined by 13% compared to the same period last year.

Memory Cost Increases Impact Discounts and Sales

The 618 sale, traditionally held in June and known for its major discounts, plays a critical role in China’s retail landscape. However, this year, the appreciation in memory chip prices has compelled manufacturers and retailers to scale back on discounts. This reduction in promotional offers has directly affected consumer purchasing behavior in the smartphone segment.

Historically, Chinese consumers eagerly anticipate these sale events because of the symbolic timing and the chance to access significant price cuts on a variety of electronics, especially smartphones. The restricted discounts this time around have led to more restrained buying patterns.

Analysts point to the rising costs of memory components as a key factor influencing the retail strategy during the event. Manufacturers face higher production expenses, which limits their ability to pass on savings to customers through steep discounts. This scenario has culminated in a softer demand curve during one of China’s largest annual sales promotions.

The smartphone market’s response to these economic dynamics highlights the intricate relationship between component pricing and consumer spending in technology sectors. While the 618 sale continues to be an important sales driver, the current environment underscores the sensitivity of smartphone demand to fluctuations in device pricing.

Going forward, stakeholders in China’s mobile industry will be closely monitoring how memory price trends evolve and whether adjustments in promotional tactics can stabilize or boost sales in future events.

China’s major 618 sale experienced a 13% decline in smartphone sales year-over-year, influenced by increased memory prices and reduced discounts.