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
即使消费者试图适应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 andtelecomoperatorscontinue 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:
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:
Glen Cardoza
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