South Korean media: Southeast Asian smartphone market, Samsung ranks first, where are the Chinese brands?

On March 17, South Korean media "Today's Digital" published an article stating that despite the overall negative growth in the Southeast Asian market, Samsung Electronics has maintained its leading position in the Southeast Asian market. Faced with a wave of low-cost competition from local brands and Chinese companies, Samsung Electronics successfully retained its market share by focusing on entry-level and mid-range product lines.

According to data from market research companies such as Omdia, the smartphone shipments in the five major markets of Southeast Asia - Vietnam, Thailand, Indonesia, the Philippines, and Malaysia - reached approximately 100 million units last year, a 1% decrease.

Samsung Electronics shipped 17.9 million units last year, maintaining its top position with an 18% market share, an increase of 5% year-on-year. Notably, shipments in the fourth quarter reached 4.2 million units, an increase of 19% year-on-year, mainly due to the sales peak at the end of the year.

The performance growth of Samsung Electronics was mainly driven by its entry-level and mid-range product lines. Among them, the Galaxy A17, with its excellent cost-effectiveness, helped Samsung maintain its market share. Analysts said that given the price sensitivity of the Southeast Asian market, this strategy has proven to be effective.

Xiaomi ranked second with 17 million units shipped, holding a 17% market share. Transsion Holdings, through its brands Infinix, Tecno, and Itel, ranked third with 16.3 million units shipped.

However, the market outlook is not optimistic. People are increasingly worried that rising component and memory costs may lead to higher device prices, thus suppressing consumer demand. Recently released entry-level models, such as the Samsung Galaxy A07 and Xiaomi Redmi Note 15, have seen price increases compared to their predecessors.

The industry is closely watching the possible slowdown in demand in Southeast Asia after the middle of this year. With intensified price competition, how manufacturers respond to the pressure of rising costs will determine their performance.

Original: toutiao.com/article/1859896385825227/

Statement: This article represents the views of the author.