The Southeast Asian smartphone market is off to a good start! OPPO Xiaomi vivo is popular

[Gearbest Technology News]On March 8, the latest data released by Canalys showed that in 2024, the Southeast Asian smartphone market had a good start, with shipments surging by 20%. In January 2024, the top five markets in Southeast Asia performed well, including Indonesia, Malaysia, the Philippines, Thailand and Vietnam. Chinese mobile phone manufacturers Xiaomi, OPPO and vivo are favored by Southeast Asian consumers.

Redmi Note 13 Pro+

Specifically, in January 2024, smartphone shipments in the five major markets in Southeast Asia soared to 7.26 million units, a year-on-year surge of 20%. With the end of 2023, multiple festivals have stimulated consumer demand, and smartphone manufacturers focusing on the low-end field have taken advantage of this opportunity to expand sales.

In January, Samsung regained the top spot from Transsion thanks to the successful launch of its high-end S24 series, which boosted brand exposure and stimulated channel interaction. Xiaomi took second place, Transsion third, OPPO fourth, and vivo fifth. Domestic mobile phone brands are popular in Southeast Asia.

Broken down by region, Indonesia is still of great strategic significance in the Southeast Asian market, with shipments in January reaching 2.7 million units, accounting for 38% of the region, and a year-on-year increase of 12%. OPPO mainly benefited from the increase in shipments of the Ax8 series, which accounted for more than 90% of its total shipments and returned to the leading position. Xiaomi sub-brand POCO has gained popularity through online channels after releasing new models, with shipments increasing by 30% year-on-year.

The Philippines remains the second largest smartphone market in Southeast Asia, with 1.5 million units shipped and a 21% market share. As realme, Xiaomi and Transsion successively release devices with high core configurations (such as RAM and ROM) and low prices, competition in the low-end market has become fierce.

Smartphone shipments in Thailand increased 5% year-on-year to 1.3 million units; Vietnam was the only market in the region to record a decline, falling 2% to 848,000 units in January. Xiaomi is working hard to boost its influence in the Vietnamese market, with a super high shipment growth of 288%, which has increased its market share from 5% in January 2023 to 21% in January 2024; Malaysia's shipments in January increased 33% month-on-month to 831,000 units. Samsung and Honor continued to increase their cooperation with operators in 2023 and promote the success of Malaysia's 5G project.

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