Southeast Asia Smartphone Market Recovers, OPPO Returns to Second Place, Xiaomi Tops Third with Price-Performance Ratio

Southeast Asia Smartphone Market Recovers, OPPO Returns to Second Place, Xiaomi Tops Third with Price-Performance RatioAccording to a recent report by market research firm Canalys, smartphone shipments in Southeast Asia increased by 14% year-on-year in the second quarter of 2024, reaching 23.9 million units, indicating an overall market recovery

Southeast Asia Smartphone Market Recovers, OPPO Returns to Second Place, Xiaomi Tops Third with Price-Performance Ratio

According to a recent report by market research firm Canalys, smartphone shipments in Southeast Asia increased by 14% year-on-year in the second quarter of 2024, reaching 23.9 million units, indicating an overall market recovery. In the fiercely competitive market environment, various brands are launching new products and employing differentiated strategies to grab market share.

Samsung, after experiencing seven consecutive quarters of decline, finally saw a slight year-on-year increase of 5%, with shipments reaching 4.4 million units and a market share of 18%, successfully maintaining its position at the top of the rankings. However, Samsung still faces strong challenges from other brands, particularly in the mid-to-high-end market.

OPPO delivered a remarkable performance in the second quarter, with a year-on-year growth of 24%, shipments reaching 4.2 million units, and a market share of 17%, returning to second place in the Southeast Asian smartphone market. OPPO made significant progress in the mid-to-high-end market driven by the success of the A60 product in the $100-200 price range and the launch of the Reno12 series. Additionally, OPPO expanded its market competitiveness by introducing the popular A3Pro series from mainland China to Southeast Asia. Notably, OPPO performed exceptionally well in Vietnam and Thailand, even surpassing Samsung in Vietnam to become the market leader.

Xiaomi, leveraging the price sensitivity of Southeast Asia, successfully captured the market with its cost-effective Redmi 13C5G phone, achieving a 37% year-on-year increase in shipments, reaching 4 million units and a market share of 17%, securing the third position in the rankings. Xiaomi holds the top spot in Indonesia and Malaysia, demonstrating its strong competitiveness in price-sensitive markets.

vivo, with a dual-pronged strategy, targeting the low-end market with Y03 and the high-end market with the V series, achieved balanced product portfolio and shipments of 3.4 million units, a year-on-year increase of 37%, with a market share of 14%, securing the fourth position in the rankings. vivo's coverage across different price segments effectively expanded its customer base.

Transsion, after experiencing a surge in shipments in the first quarter, witnessed a slowdown in growth in the second quarter, with 3.3 million units shipped, a year-on-year increase of 12%, and a market share of 14%, securing the fifth position in the rankings. Transsion holds a significant advantage in the low-end market but needs to further strengthen its presence in the mid-to-high-end market.

Here are the specific market share data for Southeast Asia's smartphone market:

| Brand | Shipments (million units) | Market Share | Year-on-Year Growth |

|---|---|---|---|

| Samsung | 4.4 | 18% | 5% |

| OPPO | 4.2 | 17% | 24% |

| Xiaomi | 4.0 | 17% | 37% |

| vivo | 3.4 | 14% | 37% |

| Transsion | 3.3 | 14% | 12% |

Overall, the Southeast Asian smartphone market exhibited growth in the second quarter of 2024. Major brands are continuously adjusting their strategies, launching new products, and implementing differentiated layouts tailored to different market demands. In the future, the Southeast Asian smartphone market is expected to maintain growth, but competition will become more intense. Brands must continuously enhance product competitiveness and seek new breakthroughs to remain competitive in the market.