Samsung leads the Southeast Asian mobile phone market with a market share of 19%, OPPO ranks second.

Samsung dominates the Southeast Asian mobile phone market with a 19% market share, followed by OPPO in second place.

【Mobile China News】On December 6th, Mobile China noticed that Canalys released a report stating that the smartphone market in Southeast Asia declined by 4% to 23 million units in the third quarter of 2023. Canalys analyst Le Xuan Chiew said, “The environment of inflation and high interest rates has led to the continuous decline of the smartphone market in Southeast Asia for 7 consecutive quarters. After facing challenges in the previous few quarters, smartphone brands have become more cautious in inventory management. Although Samsung leads the market with a market share of 19%, it still experienced a 26% decline due to inventory issues.”

OPPO closely follows with an 18% market share, and its newly released Ax8 series helps defend its mid-range market share. Xiaomi has regained a 15% market share by expanding its low-end market through a channel subsidy plan, ranking third. Transsion, with a market share also at 15%, ranks fourth and has started to expand into markets beyond Indonesia and the Philippines. Vivo, with a 12% market share, defends its fifth position through a defensive dual pricing strategy.”

In the high-end market, Android manufacturers are trying innovative marketing strategies to compete with Apple, such as foldable screen smartphones and innovative marketing to increase ecosystem conversion. The high-profile releases of OPPO’s new Find N3 series and Google’s Pixel 8 series have attracted higher-than-expected consumer demand, serving as a key supplement to manufacturers’ high-end product portfolios.”

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In addition, Canalys analyst Sheng Win Chow stated that Apple and Samsung are expanding their carrier channels in countries such as Thailand and Malaysia, which is crucial for driving brand shipments and improving the cost-effectiveness of their high-end products. Brands such as OPPO, Xiaomi, and Samsung are focusing their channel expansion resources on high-end experience stores in areas with high customer traffic, combined with brand ambassadors to expand their influence. At the same time, Transsion and Honor are stabilizing their distribution levels in first-tier cities through strengthened channel cooperation, solidifying their market position in the region.

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