China’s telecom market is moving away from years of aggressive price competition, as major operator China Unicom has cut agent commissions by more than 40 % and eliminated a range of low‑cost tariff plans. The shift follows declining profitability and is being mirrored by China Mobile and China Telecom, which together have blocked new SIM‑card sales through third‑party online stores since August 2026.
Commission cuts and tariff changes
According to internal reports and partner feedback, China Unicom reduced online‑partner commissions by over 40 %. Some direct‑sales teams saw an additional 10 % reduction, while certain dealers were removed from the partner network altogether.
End of cheap tariffs
The operator has discontinued popular plans such as the Data King Premium Edition (49 yuan/month), a promotional 79‑yuan plan with a 20‑yuan discount, and several long‑term home‑internet bundles. As a result:
- Annual cost for 300 Mbps home internet rose from 360 yuan to 480 yuan – a ~33 % increase.
- The minimum mobile + home bundle jumped from 28 yuan/month to 79 yuan/month – an >180 % increase.
Financial pressure behind the shift
The adjustments come after China Unicom reported Q1 2026 revenue of 102.8 billion yuan (‑0.5 % YoY) and net profit of 2.14 billion yuan (‑18 %). This marks the first simultaneous decline in revenue and profit in nearly six years, prompting the operator to protect margins by tightening sales channels and raising prices.
Channel restrictions
Starting 1 August 2026, China Mobile, China Telecom and China Unicom stopped activating new SIM cards via third‑party internet shops and marketplaces. Subscriptions are now possible only through:
- official mobile apps;
- operator websites;
- branded retail stores.
What’s happening in Ukraine?
Ukraine’s telecom landscape remains far more competitive. The three major players—Kyivstar, Vodafone Ukraine and lifecell—continue to vie for subscribers, but competition has moved beyond pure price.
Key trends in the Ukrainian market
- Gradual tariff increases. War‑related inflation, higher electricity costs and the need for backup power have driven periodic price adjustments.
- Fewer “super‑deals”. Unlimited or ultra‑cheap packages are rare; operators now bundle more data, roaming, TV and cloud services.
- Growth of digital sales. More connections are made via apps and official sites, although dealer networks still operate.
- Network investment. Significant funds go to energy independence, GPON rollout, 4G modernization and preparations for 5G.
Price wars are fading
While Ukrainian operators no longer engage in the aggressive discounting seen five‑to‑ten years ago, competition stays high thanks to number portability (MNP). Subscribers can still switch providers easily, prompting operators to offer personalised discounts and special bundles to retain customers.
Value over price
Today’s battle focuses on package value rather than the lowest price:
- more mobile data;
- better coverage quality;
- reserve power during blackouts;
- home‑internet (GPON) access;
- financial and digital services;
- AI‑driven assistants and integrations.
Average tariffs are creeping upward and truly cheap offers have disappeared from operators’ line‑ups. Nonetheless, carriers are directing investment toward network quality instead of price‑based promotions, expanding convergent bundles that combine mobile voice, home broadband, TV and cloud services.
Xpert Take
The Chinese scenario—where cheap tariffs virtually vanish and sales shift almost entirely to official channels—is unlikely to replicate in Ukraine. The primary reasons are the higher level of competition among the three incumbent operators and the comparatively lighter touch of state regulation on retail distribution. Consequently, Ukrainian telecoms will continue to differentiate through service enhancements, network resilience and innovative digital offerings, while keeping prices moderate enough to stave off churn.
