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India Smart TV Shipments Grew 28% YoY in 2022; Online Volume 33% of Total

Indian brands showed the fastest YoY growth in 2022 and had a share of 24% in smart TV shipments.
Smart TV contribution to overall TV shipments was over 90%, the highest ever.
The average selling price (ASP) dropped by 8% YoY in 2022.
Online channels contributed 33% of the overall shipments during the year.
MediaTek chips captured around three-fifths of the total TV market.
Non-smart TV shipments declined 24% YoY.

New Delhi, Boston, Toronto, London, Hong Kong, Beijing, Taipei, Seoul – April 04, 2023

India’ssmart TVshipments grew 28% YoY in 2022, according to the latest research from Counterpoint’sIoT Service. The growth for the year was primarily driven by strong shipments during the festive season in the third quarter, multiple new launches, discounts and promotions, and the demand for bigger screen-size TVs in the lower price tier. For Q4 2022, the growth was almost flat at 2% YoY due to a slowdown in demand after the festive season.

Commenting on the market trends,Research Analyst Akash Jatwala说, “Consumers are preferring bigger screen sizes, especially 43”, due to which the smart TV shipments in this display size grew 29% YoY in 2022. This size has also started trickling down to the budget price range (INR 20,000-INR 30,000 or ~$243-$364). Dolby integration is another most sought-after feature and is available in lower-price TVs too. Dolby Audio support in the INR 10,000-INR 20,000 (~$121-$243) price band increased 37% YoY and was available in about 41% of the smart TVs shipped in 2022. On the operating system side, Google TV grew multifold and was available in 4% of the smart TVs shipped during the year. Many brands are launching TVs with Google TV in the mid-segment (INR 30,000 – INR 50,000). In terms of country of origin, Indian brands showed the fastest growth and had a share of 24% in smart TV shipments during the year, whereas global and Chinese brands had 40% and 36% shares respectively.”

看市场的增长,Senior Research Analyst Anshika Jain说, “OnePlus, Vu, and TCL were among the fastest-growing brands in the smart TV segment in 2022. Xiaomi led the overall smart TV market with an 11% share, followed by Samsung and LG. Smart TV shipments in the INR 20,000-INR 30,000 price band grew 40% YoY to reach a 29% share. The average selling price (ASP) declined 8% YoY to around INR 30,650.”

Jain added, “Smart TV contribution to overall shipments reached its highest ever of 90% during the year. It is expected to go up further due to more launches in the sub-INR 20,000 price range and non-smart-TV-to-smart-TV migration. Non-smart TV shipments declined 24% YoY in 2022. Online channels increased their contribution to the total shipments to 33% during the year.”

Source: India Smart TV Shipments Model Tracker, Q4 2022

Notes: Xiaomi’s share includes Redmi’s share

Market summary for 2022

Xiaomicontinued to lead India’s smart TV market in 2022 with an 11% share. The Mi TV 5A series and Redmi Smart TV series, especially the 32” model, were among the volume drivers for the brand. Xiaomi has updated its PatchWall with some new features and enhancements, such as content search across multiple OTT platforms, Live TV with more channels, and better recommendation with IMDB integration.
Samsungtook the second spot. In 2022, Samsung launched new models in its T4000 series in 32” and 43” sizes. Apart from this, it also launched new QLED models in the >INR 50,000 price range. During the year, Samsung had promotional events like Big TV Days and Big TV Festival where it offered discounts and smartphones with selected models, with EMIs starting at a lower cost.
LGtook the third spot in the smart TV market in 2022. During the year, LG launched new models in the 32” segment, its volume driver. Besides, it also launched premium QNED TVs in India. During the sales events, LG offered no-cost EMIs on selected models, one-year complimentary product insurance, and cashback.
OnePluswas one of the fastest-growing brands in 2022, growing 80% YoY and ranking fourth. OnePlus captured the second position in the
TCLranked fifth during the year and was among the fastest-growing brands in 2022. During the year, TCL launched many new models, including QLED TVs, across different price segments. Some of the prominent series were the C635, P635 and P735.
Sonywas among the preferred brands in the premium segment. During the year, Sony launched new budget models W820K and W830K. The brand also launched new versions of its OLED series. Most of the launches during the year came with Google TV. Sony ranked third in the premium segment (>INR 50,000).
96% of the market is being driven by LED TVs, while many brands such as TCL, VU, Sansui, Hisense, Thomson, Blaupunkt and Kodak have started launching newer QLED TV models in the >INR 30,000 price range and >50” screen size.
More than 99% of the TVs are assembled locally, with some high-end TVs being imported.
MediaTek chips had around a three-fifths share of the total TV market during the year.
Smart TVs are coming with newer features, such as integrated soundbars from leading players, video call facility, higher refresh rate for immersive gaming experience, and free Live TV channels.

Source: India Smart TV Shipments Model Tracker, Q4 2022

Notes: Xiaomi’s share includes Redmi’s share

Market summary for Q4 2022

Smart TV shipments saw flattish growth of 2% YoY owing to the slowdown after the festive season.
Xiaomiled the market with a 9% share, followed by Samsung and OnePlus at 9% and 8% respectively.
Global brands (excluding Indian and Chinese) led the market with a 39% share, followed by Chinese brands at 32% and Indian brands at 29%.
Smaller-screen TVs of 32” constituted most of the volume (47%), as they were available in the sub-INR 15,000 price segment.
OnePlus,TCL, andVUwere among the fastest-growing brands in the sub-INR 30,000 price range due to the availability of newer models, and their popularity among customers.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts

Anshika Jain

Akash Jatwala

Counterpoint Research
press(at)www.arena-ruc.com

Philippines Smartphone Shipments Down 5% YoY in Q1 2022 on Supply Issues, COVID-19 in China

The Philippines smartphone shipments decreased 5% YoY and 13% QoQ in Q1 2022.
Samsung led the market with a 26.4% share, followed by realme at 21%, OPPO at 15.4% and vivo at 14.4%.
5G smartphone share has grown substantially to reach 27.3% of the total shipments in Q1 2022.

Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – May 26, 2022

The Philippinessmartphoneshipments witnessed a 5% YoY and 13% QoQ decrease in Q1 2022, according toCounterpoint Research’s Monthly Philippines Channel Share Tracker. Shortages of critical components and COVID-19 restrictions inChinacontributed to the decline in shipments, while the opening of the market and new launches checked this decline. The quarter had a slow start following seasonal trends. However, new launches hitting the market in the latter half of the quarter saw most brands increasing their overall offline and online channel shipments.

Source: Counterpoint’s Monthly Philippines Channel Share Tracker

In terms of market share,Samsungtook the top spot in Q1 2022 with 26.4% due to its newly launched A series and S22 series.realmefollowed with a 21% share driven by its C series.OPPOhad a 15.4% share driven by the Reno A series andvivohad a 14.4% share driven by its V and Y series.Xiaomisaw the highest YoY growth in Q1 2022 at 104%, taking its share to 9%, as its Redmi phones performed well during the quarter.

Talking about the factors affecting thePhilippinessmartphone shipments,Research Analyst Akash Jatwala说, “Samsung maintained its lead in the market due to its promotions and better performance of its S22 series. realme’s performance improved due to its affordable smartphones, especially its C series. Chinese players including Xiaomi, OPPO, vivo and realme launched various promotion campaigns on the online channel, especially on Shopee and Lazada, which also contributed to their shipments. The e-commerce sector is growing fast in the region. The online channel accounted for around 19% of the total shipments in Q1 2021, growing about 28% YoY.”

Commenting on mobile gaming,Jatwala说, “The Philippines is fast emerging as a major gaming market in Southeast Asia and brands are not lagging in fulfilling the gamers’ demands. High-end gaming phones such as ZTE’s Nubia RedMagic 7, Asus ROG Phone 5s and 5s Pro, and the Black Shark 4 Pro are performing well in the market. Major brands are also not behind and are partnering with gaming leagues to become the official sponsor. Samsung has partnered with MLBB Professional Leagues, whereas realme has partnered with the Philippines national e-sports team SIBOL.”

Major telecom operators Dito, Smart and Globe Telecom have been actively expanding 5G coverage to face the competition and increase customer offerings.5Gdevice penetration also increased in Q1 2022 to reach 27.3% of the overall shipments. The Philippines has one of the fastest average 5G download speeds in the Asia-Pacific region.

In the coming months, COVID-19 restrictions in China and global inflation may impact smartphone shipments. As a result, Q2 2022 may see some YoY decline in shipments. The Philippines posted a GDP growth of 8.3% in Q1 2022 with recovering consumer sentiment. We expect a growth in YoY shipments in the coming quarters.

Background:

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts:

Akash Jatwala

Follow Counterpoint Research
press(at)www.arena-ruc.com

Thailand Smartphone Shipments Down 10% YoY in Q1 2022 on Sluggish Economy, Supply Constraints

Samsung’swell-planned distribution in Thailand helped it take the lead with an 18.7% market share in Q1 2022, followed by OPPO with 17.4%.
A sluggish economy due to periodicCOVID-19resurgences,supply constraintsand sustained tourism sector slump lowered the consumer sentiment.
5Gsmartphone shipments captured 48% of the total volumes in Q1 2022.

Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – May 25, 2022

Thailand’ssmartphone shipments fell 10% YoY in Q1 2022, according toCounterpoint Research’s Southeast Asia Monthly Smartphone Channel Share Tracker.Various factors contributed to the decline, including a sluggish economy,supply constraints, rising inflation and a tight-fisted consumer. Thailand’s sustained economic weakness continued in Q1 2022 due to COVID-19 and its after-effects. The government and industry struggled in reviving the consumer sentiment and bringing the purchasing power back to normal levels.

Focusing on the factors that affected the shipments in Q1 2022,Senior Analyst Glen Cardoza说, “New models launched in Q1 2022 pushed volumes in the Thai market but the demand in the low-to-mid-level segments saw a slowdown. Tourism was supposed to pick up in Q1 but instead, the government was only able to loosen the restriction on international travel in Q2. While the industry initiatives continue, consumers are reeling under rising inflation levels and a large number of them are holding on to their wallets.”

Source: Counterpoint Research Southeast Asia Monthly Smartphone Channel Share Tracker, May 2022

Samsungmanaged to plan and execute its shipments in a much better way than other brands. As a result, it was able to grab the biggest market share. The brand’sS22series sold more than its previous generation, with the Thailand market giving a better reception to this premium model family compared to the other Southeast Asian markets.OPPOandvivoconcentrated on their marketing campaigns and offers. vivo also concentrated on its offline channel growth.Xiaomicontinued with its offers and its closeonlineassociation with JD central.

The 5G share of smartphones in Thailand’s overall shipments reached 48% in Q1 2022 and will keep increasing in the coming months.5Gindustrial test cases and applications are being accelerated to make sure domestic efficiencies and export levels improve.Operatorsare closely working with smartphone OEMs on bundles and packages.

Players have started offering more experiential value adds over and above their conventional services. Operators like AIS are partnering outside their industry and branching into big data utilization and AI applications while retailers like Jaymart are looking to engage more with consumers by starting ‘digital cafés’ to keep consumers within stores. OEMs’ associations with online channel players have continued over the last year. The online share of shipments made up 22% in Q1 2022, growing 15% YoY. Shopee andLazadagrabbed 61% of platform shipments through online channels.

Commenting more on the ecosystem,Cardoza说, “Apart from supply constraints, China’s COVID-19 situation is affecting Thailand’s imports. While international tourism might take some time to get back to normal levels, the government and industry are focused on increasing domestic tourism and exports. With increased borrowing, the government does not want the common consumer to suffer from increased inflation. Under these conditions, the coming months should see a gradual improvement in consumer buying behavior and subsequently, OEM shipments.”

The coming two quarters are essential forThailandto rise from this economic turbulence. We might just see a push in shipments and sales in the coming months due to pent-up demand.

Feel free to contact us atpress@www.arena-ruc.comfor questions regarding our latest research and insights.

Background:

Analyst Contacts:

Glen Cardoza

Follow Counterpoint Research
press(at)www.arena-ruc.com

Vietnam Smartphone Shipments Down 3% YoY in Q1 2022; Xiaomi Becomes Second-biggest Brand

Vietnam’s smartphone shipments decreased 3% YoY and 12% QoQ in Q1 2022.
Samsung led the market with a 30.8% share, followed by Xiaomi at 20.6%, OPPO at 14.4% and vivo at 11%.
5G smartphone shipments increased 80% to reach 23% of the total shipments in Q1 2022.

Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – May 24, 2022

Vietnam’ssmartphoneshipments witnessed a 3% YoY decrease in Q1 2022, according toCounterpoint Research’s Monthly Vietnam Channel Share Tracker. Even as inflation and component shortages impacted the quarter, reopening of the markets, and uptick in manufacturing activities helped in the shipments. The quarter had a great start due to the Lunar New Year celebrations, following which it declined in the subsequent months.

Source: Counterpoint’s Monthly Vietnam Channel Share Tracker

Samsungmaintained its lead in the market in Q1 2022 with a 30.8% share driven by the popularity of its Galaxy A series and Galaxy S22 series, especially the Galaxy S22 Ultra. Vietnam’s consumers prefer premium smartphones and the Galaxy S22 Ultra and苹果iPhone 13 Pro Max were among the bestsellers in the category.Xiaomitook the second spot with a 20.6% share. Its success was driven by the Redmi 9 series and the recently launched Redmi Note 11 series.OPPOandvivotook the third and fourth spots with 14.4% and 11% shares respectively.

Talking about the factors affectingVietnam’ssmartphone shipments,Research Analyst Akash Jatwala说, “The Lunar New Year holiday season revived the demand at the beginning of the quarter, supported by new launches. In terms of promotions, brands had various offers on new launches. Xiaomi offered free Mi Pad 5 and Xiaomi Air Purifier on Xiaomi 12 series pre-orders, while OPPO offered a Bluetooth speaker and neck massager on Reno7 series pre-orders. Vietnam is a major mobile gaming market and brands are sponsoring events and games to capitalize on it. Samsung has become the official PUBG Mobile sponsor at the SEA Games.”

Online channel grew 20% YoY in Q1 2022 and made up 18% of the total shipments. E-commerce platforms such as Shopee and Lazada had their sales events in March 2022, where they offered various deals on smartphones. Local e-commerce platform Tiki is also gaining popularity in Vietnam, as it offers discounts and two-hour deliveries.

Commenting on the manufacturing scenario,Jatwala说, “Manufacturing activities in Vietnam are gradually gathering pace. Workers started returning to work after the Lunar New Year holidays. Factories are hiring more workers to keep up with the demand. OEMs are increasing their investments to raise production capacities. However, global component shortages and inflation may act as a bottleneck in the country’s manufacturing activities and impact smartphone shipments going forward.”

Background:

Analyst Contacts:

Akash Jatwala

Follow Counterpoint Research
press(at)www.arena-ruc.com

Thailand Smartphone Shipments Grow 3% YoY in 2021; OPPO Takes Top Spot

Thailand’ssmartphone market saw a flattish 3% YoY growth in 2021. Shipments bounced back in Q4 2021 to meet YoY levels after a low-performing Q3 2021.
OPPOled the market with a 20.5% share, followed by Samsung at 18.6%. Both were big on marketing campaigns and online offers.
Xiaomi, realme,苹果,InfinixandOnePlusall achieved their highest shipments ever in Thailand.
Online channel share was 26% in Q4 2021, the highest compared to the neighboring SEA countries likeIndonesia,PhilippinesandVietnam.
5Gcompatible devices made up 40% of Thailand’s total smartphone volumes in 2021.

Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – February 17, 2022

Thailandwent through a challenging time in 2021 withCOVID-19 and subsequent economic effects taking a toll on consumer spending habits and overall market sentiments. According toCounterpoint Research’s Southeast Asia Monthly Smartphone Channel Share Tracker, Thailand smartphone shipments grew 3% YoY in 2021 driven by increased 5G transition, more digital transformation in Tier II and Tier III towns and an all-time-high increase in e-commerce purchases.

Talking about the smartphone brands and their performance in 2021,Senior Analyst Glen Cardoza说, “Xiaomiinvested comparatively less in marketing initiatives but was one of the brands that achieved the highest shipments ever due to its launches, partnerships in channels and association with ecosystem players like operators.苹果managed much higher volumes in Q4 2021 after the iPhone 13 series’ launch, crossing even the 2020 levels.realmedid well with online festive sales and had good YoY growth in Q4 2021.Infinixperformed much better on online sale days. Being an online-centric brand, Infinix has aggressively made its presence known on most e-commerce sites.”

Source: Counterpoint Research Southeast Asia Monthly Smartphone Channel Share Tracker, December 2021

Thesmartphoneindustry had a good first half in 2021 but Q3 pulled down the shipment levels for most brands due to high COVID-19 infection rates.Supply constraints增加了2021年H2,但品牌确保第四季度had enough inventory with most channel partners. On the country’s economy,Cardoza说, “Thailand’s旅游业一直是主要的收入generator, but it has consistently taken a hit over the last two years. Consumer buying behavior has been volatile over 2021. As the year went by, there were worries of declining consumer purchasing power. In contrast, due to Q3 restrictions, Q4 was able to utilize the benefits of pent-up demand. At the same time, the government’s digital economy initiatives did not stop. It made sure that broadband networks continued to expand in all regions and tech expertise reached major industries like healthcare and manufacturing, with the integration of 5G use cases in the pipeline. Even tourism started seeing an increase in domestic visitors. Q4 2021 was a bounce-back for most OEMs with regards tosmartphoneshipments but brands like Xiaomi slipped in rankings due to acute supply issues.”

Source: Counterpoint Research Southeast Asia Monthly Smartphone Channel Share Tracker, December 2021

The transition to5Ghas been a consistently strong trend in this country. Q4 2021 alone saw 49% of shipments coming from 5G smartphones. All main OEMs, led by Apple,vivoand OPPO, actively launched5Gsmartphones through 2021. Just like the 5G trend, online shipment share grew much more towards the last quarter as compared to any year. Online shipments increased 27% in 2021 and most of this increase came in H2 2021.

In 2021, more cohesiveness was seen betweenoperators, retail offline channels and e-commerce players, giving a big push to OEM volumes. Moreover, foreign investments continued to pour into Thailand, showing faith in the country’s growth strategy. In 2022, we should see tougher competition between the top five brands. There is also a possibility of increased shipments in the low- and mid-tier price bands as long ascomponent constraintsdo not hamper production.

Market Summary:

Samsungwas in a tight contest with OPPO in 2021. The brand coordinated with all its operator and retail partners to make sure that not only mid- and premium-end devices were promoted well but also their low-tier partners, including the A series, which worked so well for Samsung through the year. In marketing, Samsung’s partnership with South Korean band BTS was notable.
OPPOsaw an 11% dip in overall shipments in 2021 but still managed to lead the market by a very slim margin with Samsung. OPPO’s Reno series did well in H2 2021
Online share of shipments hit 26%in Q4 2021, which is the highest for any quarter in Thailand. This means many more consumers opted to purchase their smartphones online due to factors like cost, offers and convenience.
In Q4 2021,5G smartphones made up 49%of the country’s smartphone shipments, with theiPhone 13series launch pushing the numbers.

Note: Xiaomi includes Redmi, POCO and Mi sub-brands. OPPO includes OnePlus.

Feel free to contact us atpress@www.arena-ruc.comfor questions regarding our latest research and insights.

Background:

Analyst Contacts:

Glen Cardoza

Follow Counterpoint Research
press(at)www.arena-ruc.com

Key Southeast Asian Countries’ Smartphone Shipments Cross Pre-pandemic Levels in 2021; Xiaomi, realme, Apple Achieve Highest Ever Volumes

KeySoutheast Asiancountries’ (Indonesia, Thailand, Philippines and Vietnam) smartphone shipments were highest ever in a calendar year in 2021, reaching 96 million units and growing 5% YoY.
Xiaomi, realme and Apple shipped their highest ever volumes in these countries.
Xiaomihad a strong H1 2021 and even though it had a sluggish H2, the brand grew 17% YoY in 2021.
苹果saw its highest ever growth of 68% YoY in 2021 due to the sales of iPhone 11 and iPhone 12 series and the launch ofiPhone 13series.
realme同比增长10% 2021年由史的增加pments in Thailand and Philippines.
5G smartphoneshare was 18% in 2021, compared to 3% in 2020.

Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – February 10, 2022

Despite multiple COVID-19 resurgences, offline channel disruptions due to restrictions and sustained component shortages affecting OEMs, keySEAcountries (Indonesia,Thailand,PhilippinesandVietnam) saw a 5% YoY growth in smartphone shipments in 2021, according to对比研究海洋的月度Cha智能手机nnel Share Tracker.At 96 million units, the 2021 shipments were the highest ever for a calendar year and more than the pre-pandemic levels. Q4 2021 volumes, however, remained flat due to supply issues for most OEMs.

Commenting on the region’s smartphone market,Senior Analyst Glen Cardoza说, “Most of the SEA countries saw aCOVID-19resurgence more than once in 2021.Governmentsand industry players were eager to achieve normalcy in business, but social and economic activities suffered, which did not let the smartphone industry pick up in the second half. However,Samsungwas able to resolve shipment issues encountered mid-year to revive its sales and lead in the region.Xiaomicame up strong in Q1 and Q2, which solidified its base in most of the key economies, but it suffered more than others in H2 2021 due to supply constraints.OPPOandvivocontinued their launches across price tiers and accelerated their marketing campaigns towards the end of the year. Brands likerealmeand Infinix brought in affordable models to target users upgrading from entry-level devices.”

Source: Counterpoint Research Southeast Asia Monthly Smartphone Channel Share Tracker, December 2021

On ASPs (Average selling price) and 5G, Cardoza said, “In 2020, more than 55% of the shipments in keySEAcountries were for smartphones under the $150 price point. In 2021, this bracket held about 38% share. More consumers are opting for smartphones in the $151-$250 bracket. Besides,5Gwas mostly represented by just the top 2-3 brands in 2020. We now see the top five OEMs not only launching5Gmodels but also actively reducing their ASPs and working with operators to further the adoption of5Gin SEA.”

Commenting on the online-offline channel dynamics,Research Director Tarun Pathak说, “Online shareof shipments does not seem to be growing consistently across different countries in the region. Thailand and Philippines saw growth towards the end of H2 2021 while Indonesia andVietnamstill have some infrastructural and mindset miles to cover. To capture a larger mind space through offline channels, most brands are making sure that retail partnerships are well maintained to grow networks across countries. A careful balance between online and offline channel shipments is being worked out by brands. This is being complemented by their tie-ups with operators and retailers.”

Source: Counterpoint Research Southeast Asia Monthly Smartphone Channel Share Tracker, December 2021

Market Summary:

Samsungsaw shipment challenges mid-year in 2021 but recuperated to lead in market share. Its manufacturing facilities in Vietnam got back to normalcy towards Q4 and the brand made sure that marketing campaigns were in focus for all its new launches. A series was key toSamsung’svolumes in the year.
Chinese brandsgrew more in 2021 and captured 71% of the market, led mostly by OPPO,Xiaomi, vivo,realmeand Infinix.
OPPO’sstrong hold over the SEA continued in 2021 with consistent demand for its Reno series and A series smartphones. Consumers responded to its strong promotions and offers.
vivo’sY series continued to perform well through 2021. The brand’s strong offline network strategy has helped over time.Marketing campaignsand endorsements have helped in increasing its exposure in these markets.
Infinix,which was one of the highest gainers for the year, shows future promise but its volumes are comparatively still low.
Even though there was a brief slowdown in苹果出货量在2021年H2,品牌出售更多的11 and 12 series iPhones at the start of the year and towards the end as well. Thailand and Vietnam came up as the drivers for this premium brand.
As opposed to 8%5G smartphoneshare in Q4 2020, 25% 5G share was seen in Q4 2021. This is bound to grow much higher in 2022.
MediaTek,which led in chipsets in the region in 2020, extended this lead in 2021 by taking share fromQualcommand other brands. Brands likeUnisochold promise in reducing BoM cost for low-tier smartphones.
Shopeecontinued to lead and increase its share in online smartphone shipments in the region in 2021. WhileLazadatried to recapture its sales, other e-commerce platforms likeJD(Indonesia and Thailand),Tokopedia(Indonesia) andBukalapak(Indonesia) slowly improved their festive sales, especially in Q4 2021.
The key Southeast Asian countries showed resilience in 2021 despite multiple challenges. 2022 will see these countries increase their economic activities, which should, in turn, improve job situation, tourism and subsequently consumer buying sentiment. We are looking at a decent 5% YoY growth in the region’s smartphone shipments in 2022. 5G advancement, operator competition and consumer smartphone upgrades should make this possible.

Note:OPPO includes OnePlus shipments in this publication,Xiaomi includes POCO

Feel free to contact us atpress@www.arena-ruc.comfor questions regarding our latest research and insights.

Background:

Analyst Contacts:

Glen Cardoza

Tarun Pathak

Follow Counterpoint Research
press(at)www.arena-ruc.com

Online Channels Now Dominate India Smartphone Market: Survey

The extended presence of COVID-19, especially the high number of casualties during its second wave in 2021, has given a sharp turn to digitization in India. According toCounterpoint Research’sMarket Lensconsumer survey, this year more than half of the country’s smartphone consumers bought their devices online, compared to more than one-third last year. Counterpoint’ssmartphone shipment datafor this year so far has also thrown up similar numbers. Further, according to Market Lens, the affordable premium and premium segments became more active in 2021 with 15% of the respondents being from the INR 30,000 and above price band, compared to 7% in 2020.

COVID-19, while making the smartphone an essential part of life, also pushed many offline consumers to online platforms due to restrictions on movement. Besides, the reverse migration of knowledge workers from big cities to smaller cities and towns also played a key role in popularizing online channels. Along with new buyers, there is a strong stickiness among the buyers who are already using online channels.

Transitioning to a digital platform requires people to come out of a certain comfort zone. But this hesitation took a back seat with online shopping emerging as a safer (sometimes only) alternative to the COVID-19-hit offline market. Looking beyond the pandemic, there are more reasons to prefer online over offline. According to the survey respondents, special offers, variety of choices and pricing are the top reasons for them to prefer online channels forsmartphone purchase. We call this shift to online digitization because, along with the preference for online channels, people are also relying on YouTubers and influencers to get information for making a smartphone purchase. The survey results show an evident shift from relying heavily on word of mouth and friends/family for smartphone recommendations in 2020 to relying on YouTube videos and opinions of technology influencers in 2021. The change was catalyzed by the COVOD-19-triggered social distancing and work-from-home scenarios.

Market Lens Consumer Study, 2020 & 2021

Source: Counterpoint Research

The effect of COVID-19 on consumers’ smartphone purchase budget faded out soon:

In 2020, many respondents from the INR 20,000 and above price segment had planned to lower the budget for their next smartphone.
In 2021, the premium and affordable premium segments became more prominent.
Based on the survey results, the share of smartphone users from the sub-INR 30,000 price band declined from 2020 to 2021.

Due to the work-from-home situation, respondents are saving more than usual. In addition, the smartphone has become an essential part of life with the rise in virtual connectivity. As a result, there is a movement in the market, with a significant portion of smartphone users looking to purchase their next smartphone from a higher price band. In the Indian festive season of 2021, there is high consumer demand in the mid and premium segments. In fact, the aspiration for premium smartphone brands has grown from 2020 to 2021.

Even as more respondents are planning for premium and affordable premium segments, there are limited players in the competition. This makes the OEMs with a smaller current market share to be highlighted more.

Methodology

TheMarket Lenssurvey was conducted among smartphone users in India for years 2020 and 2021 with an even spread of respondents across the North, East, West, and South regions. Samples of 1,023 units for 2020 and 976 for 2021 were collected from across the Indian smartphone users. We expect the results to have a statistical precision of +/- 5% at the confidence interval of 95%.

Samsung Regains SEA Smartphone Top Spot With 23% Share

Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – December 8, 2021

Southeast Asiasaw an 11% YoY dip in its smartphone shipments in Q3 2021, according to Counterpoint’s Global Smartphone Channel Share Tracker. With markets beginning to reopen towards the end of the third quarter,Samsungwas able to increase its shipments by shifting products quickly from its manufacturing facilities inVietnamto stakeholders further down the channel. But other OEMs found it tough to tackle the ongoing component shortages and, overall, both offline andonline channelsfaced low supplies. All this helpedSamsungrecapture the top spot with a 23% share in the keySEAcountries.

In Q3 2021, the region was hit hard by a freshCOVID-19wave which led to a very restrictive economic environment. While the industrial sector was focused on production and technological advancements, consumers were hit hard by extended lockdowns and other restrictions, resulting in a reduced purchase of non-essential items.

Source: Counterpoint Research Southeast Asia Channel Share Tracker

Samsung’sA series performed well along with its more premium Galaxy S21 range and Flip 3 models.OPPO(19% share) andvivo(16% share) tried to sustain shipments despite the crunch.Xiaomiwas among the OEMs which suffered a bit more than others. AsSamsungand the Chinese giants battled for market supremacy, top OEMs continued to gain share even from the long-tail brands in these countries.

Source: Counterpoint Research Southeast Asia Channel Share Tracker

Even as consumers were trying to acclimatize to the restrictive social and economic environment, there were changes in smartphone purchase dynamics as well. Commenting on the changing preferences in the region, Senior Analyst Glen Cardoza said, “Theonlineand 5G portions of the shipments have been growing for some time now, but there are other factors shaping theSEAsmartphone market as well. Shipment volumes are changing with respect to specifications like display size,display type, battery capacity andNANDcapability. Our Southeast Asia Smartphone Channel Tracker has been highlighting these changing trends and more. These changes indicate a certain maturity in the region’sconsumers’buying behavior. Two factors are important here:

Availability of higher-endfeaturesin mid-tier smartphones.
Ongoing digital transformation, which is making the smartphone a much more essential commodity.”

While OEMs andtelecom operatorscontinue to target the market with products and promotions, the consumers’ buying sentiment will depend on macro-economic factors like the job market, disposable income levels, city migration and the restart of tourism. Q4 2021 is most likely to bring healthy volumes for the region’s countries.Consumerswho have waited and curtailed their purchases will actively start buying again based on the offers available across channels.

Background:

Analyst Contacts:

Glen Cardoza

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press(at)www.arena-ruc.com

Vietnam Offline Channels Successfully Embracing Online

Vietnam’s mobile phone marketis dominated by offline distribution channels. However, responding to the changing times, offline channels have been trying to embrace the online mode, with some of them achieving big success.

该国首都河内,Septe月底开启mber after the COVID-19 lockdowns, while Ho Chi Minh City (commonly known as Saigon), the country’s largest city, opened a little bit later. While hugely impacting the economy, the lockdowns also pushedonline salesto new heights. Retailers like Mobile World Group (MWG), which owns the highest number of offline shops in Vietnam, registered record online sales. According to an August financial release, MWG’s online revenue contributed 17.5% of its total revenue with 17% YoY growth, undoubtedly a big achievement for the offline channel giant. Thegiodidong (TGDD) and Dien May Xanh (DMX), the MWG chains selling mobile phones and consumer electronics, together accounted for 51.5% of the total group revenue.

世界TGDD,这意味着“移动”在英语中,its standing in the market as a chain of stores selling mobile phones and related 3C products.

In July this year,COVID-19started spreading rapidly in Vietnam. More than 70% of the offline stores and shops in the country had to be closed due to the restrictions. The situation worsened in August and September. In Saigon, the military had to be called in to enforce social distancing. Only essential stores and deliverymen were allowed to function in the key cities.

With offline channels dominating Vietnam’s mobile phone retail, the COVID-19 impact was severely felt by major OEMs likeSamsung,OPPOandvivo, which had been mainly focusing on building offline retail in the country. EvenXiaomi, an internet brand, had to rely on national distributors to cover main offline channels. The lockdown surely made an impact on these leading brands’ distribution strategies.

In such a situation, offline retailers like TGDD and DMX, which had been strategically investing in online business for a while, reaped unexpected benefits. TGDD and DMX’s website experience is as good as pure e-commerce players in the mobile phone and consumer electronics domain. Apart from TGDD, there are offline store chains like Viettel and FPTShops which have also been investing in online stores at different levels.

With the easing of social distancing norms in many provinces and cities in Vietnam from the second half of September, retail businesses are expected to recover. However, even after regaining normalcy, the shift towards online will not stop.

Not just Vietnam, the whole of Southeast Asian mobile phone and consumer electronics market is heavily dependent on offline channels. But with the pandemic, the region’s leading e-commerce platforms in consumer electronics, like Lazada, Shopee and Tiki, have been reporting robust numbers. On the other hand, offline retail chains have been facing the most painful challenges. Online and offline channel constructions are totally two different business models, requiring two sets of strategies, teams and finance models. Thanks to the solid financial support it gets, TGDD has been able to develop its online business and hence limit the damage due to the lockdowns. Other store chains in the region, such as JaymartThailandand ErajayaIndonesia, are also keen to embrace the e-commerce era and the new normal.

For the market, it is a good sign that the distribution structure is evolving and becoming more diverse.

One in Four Mobiles Purchased Online in 2020

Global online handset sales increased by almost 6% points in 2020 compared to the previous year.
This growth is expected to continue due to emerging market support and an increase in middle-aged online buyers.

Boston, Toronto, London, New Delhi, Hong Kong, Beijing, Taipei, Seoul – June 22, 2021

Online sales accounted for about 26% share of the global mobile phone market in 2020, according to Counterpoint Research’s recently publishedGlobal Online Smartphone Market Growth and Trends, H2 2020, report. This means that one in four mobile phones sold was purchased online.COVID-19had a big role in this change in consumer behavior. By major country, India showed the highest online share at 45%, followed by the UK at 39% and China at 34%.

The share of online handset sales in 2020 increased by nearly 6% points compared to the previous year. In terms of market size, it increased by more than 10%. This trend was strong not only in advanced markets such as the US andEurope还在新兴市场如印度和纬度in America. In China, where the spread of COVID-19 first occurred, it peaked in the first half and softened slightly in the second half, while the US and India recorded the highest ever online share in the second half of 2020.

Exhibit 1: Share of Online Sales in US, India and China Smartphone Markets, H2 2020

The report predicts that this trend of increasing online share will slow down for some time, and this year will be similar to the previous year or slightly lower. Senior Analyst Sujeong Lim said, “After the rapid growth in 2020, we expect 2021 to see some easing after the COVID-19 vaccination. However, it is expected to grow slightly every year from 2022 onwards, supported by growth in emerging markets and the middle-aged population becoming more accustomed to IT devices and internet use.”

Lim added, “But in the case of India, which currently has the highest online proportion, it may decrease to a certain level after 2022 due to the development of offline infrastructure such as multi-brand stores and large-scale retail stores. On the other hand, the future growth of the online market inSEAand MEA is noteworthy.”

Background

Analyst Contacts:

Sujeong Lim

Counterpoint Research
press(at)www.arena-ruc.com

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