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Insights Tag:Shopee

Indonesia’s Q3 2022 Smartphone Shipments Down 21% YoY on Macro Concerns; Good Q4 Seen

  • The <$250 price band took the hardest hit.
  • OPPO led the market followed closely by Samsung and vivo.
  • The $500-$699 price band grew 134%.
  • 在线渠道出货20在第三季度同比增长8%22.
  • 5G smartphone shipments increased 42% YoY.

Jakarta, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – November 14, 2022

With macroeconomic conditions showing no signs of improvement, Indonesia’s smartphone shipments declined 21% YoY in Q3 2022, according to Counterpoint’sMonthly Indonesia Smartphone Channel Share Tracker.High smartphone demand in Q3 2021 after the lifting of COVID-19 lockdowns resulted in higher shipments which made this quarter look even worse.

OPPOmanaged to regain the top spot in Q3 2022 driven by its A16 model family, A57 series and Reno series. Aggressive marketing and models spread across price bands also contributed to the good show.

Major OEMs cut their shipments as inventory piled up. In the $150-$249 band, Samsung’s dominance weakened, thereby placing vivo and OPPO as the main OEMs with a combined share of 51%. The <$150 price band was led by OPPO andvivowith a 34% share.Infinixhas increased its presence in this segment by introducing the Hot 12 series.

Source: Counterpoint Monthly Indonesia Channel Share Tracker, Q3 2022

Smartphones priced ≥$500 are unlikely to be affected by macroeconomic headwinds due to the consumer group’s capacity for discretionary expenditure. Therefore, OEMs have increased the options for this price band. OPPO with its Reno series once held the crown in the $500-$699 segment. In Q3 2022,Samsungand OPPO led the segment with a share of 63%.

Commenting on the price range dynamics,Senior Analyst Febriman Abdillahsaid, “The $500-$699 price segment can be an attractive market given its high growth in economically turbulent times. In Indonesia, OEMs are offering specifications like 8-12GB RAM, 256 ROM, 4000-6000mAh battery capacity and 5G capability. These in-demand specs can help in better targeting of consumers.” The OPPO Reno 8’s Portrait Expert mode claims enhancements in photography technology.realme’sGT Neo series has come up with a “speed” differentiator that improves smartphone gaming. Samsung’s Galaxy A73 5G was one of the top mid-range phones.

Smartphone online channels grew 8% YoY in Q3 2022 to reach 22% of overall shipments. Product availability is one of the key drivers that motivate consumers to visit online platforms. Aside from price promotions, cashbacks, free shipping and bonus points from e-finance providers, the opportunity to get the latest products throughpre-orderschemes is another attraction of the online channel. Among e-commerce players,Shopeemaintained its top spot followed byAkulaku,Lazada,TokopediaandBlibli.

In addition to marketplaces, OEMs have improved their own online channels, such asXiaomi, OPPO, realme and Samsung’s online stores. Virtual shopping stores like Samsung Experience Store could be a leap in the application of technology in connecting products with consumers. Here, 5G-ready phones can provide a better virtual experience.

5G smartphoneshare reached 25% in Q3 2022, which is a bit slower than Indonesia’s Southeast Asian neighbors. 5G smartphone shipments grew 42% YoY. This growth mostly came from the $250-$349 price band as most smartphones in the higher price band were already 5G-ready. In the $250-$349 band, Samsung and vivo led the 5G growth with the Galaxy A33 series, M33 series and vivo Y75.

Outlook

Entering Q4 2022, we expect progress in macroeconomic recovery, which may stir the smartphone market.Abdillahsaid, “There is optimism for a possible increase in demand for budget and mid-range smartphones during the shopping season. We may see further enhancements in specifications here for the new models. This may trigger demand by way of smartphone upgrades, especially when there is also a possibility of pent-up demand in Q4. The challenge will be how to attract consumers effectively. Consumers will have a wide choice of smartphone brands and models and will be more conscious of what features they need.”

Although the smartphone market declined in the last two quarters, there has been significant market movement towards online platforms. The smartphone ecosystem is getting better in terms of providing the latest and relevant product technology.

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

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:

Febriman Abdillah

Glen Cardoza

Podcast: Online Channels Help SEA Beat COVID Blues, Attract OEMs

The South East Asia (SEA) smartphone market declined in the first half of 2020 due toCOVID-19lockdowns. But as the restrictions started to ease, OEMs were quick enough to focus ononline channelsto meet the pent-up demand. Online channels inIndonesia reached their highest pointin Q4 2020, with brands likeXiaomiandrealmeleading online sales.泰国的smartphone marketalso saw online channels registering strong growth, leading to only a marginal overall annual decline.

With the pandemic, the market dynamics completely changed with Lazada leading the pack in the region and Shopee being the fastest-growing e-commerce platform. Smaller platforms like Bukalapak, Blibli, Akulaku and JD.ID also saw increased presence in the online space. But what were the key factors contributing to the growth? How are smartphone makers and e-commerce platforms working closely to meet consumer demand?

In the latest episode of ‘The Counterpoint Podcast’, hostMaurice Klaehneis joined by Senior Research AnalystGlen Cardozato talk about the dynamics of SEA smartphone market and growth of online channels. With COVID-19 causing disruptions in the supply chain, smartphone makers have been recalibrating and diversifying production to reduce overreliance on China. But what makesVietnam an attractive optionfor smartphone makers to invest in? Glen shares some valuable insights on this topic and more.

Hit the play button to listen to the podcast

Also available for listening/download on:

相关的帖子

  1. Indonesia Smartphone Market Sales Register 20% YoY Decline in Q2 2020, Online Market Share Hits All-time High of 19%
  2. Online Channels Grab Record 20% of Indonesia Smartphone Sales in Q4 2020
  3. Philippines’ Third Operator Fights Odds to Expand Share
  4. Podcast: Chinese Brands Catalyzing SEA Smartphone Market
  5. Thailand Smartphone Shipments: Rocky 2020 Ends Flat But on a Bright Note
  6. Vietnam Soars in Global Supply Chains on Favourable Conditions
  7. Will Vietnam Produce Another VinSmart?
  8. realme’s SEA smartphone shipments grew fastest in Q2 at 141% YoY, despite a declining market

Thailand Smartphone Shipments: Rocky 2020 Ends Flat But on a Bright Note

Boston, Toronto, London, New Delhi, Beijing, Taipei, Seoul – March 23, 2021

泰国的smartphonemarket归一化在2020年第四季度帮助bring a challenging and erratic year to a close just slightly off 2019 in terms of unit shipments. An unexpectedly strong Q3 which saw 27% YoY shipment growth driven by pent-up demand and online buying helped to offset a first half plagued by lockdowns and negative consumer sentiment.

According to Counterpoint Research’s Q4 2020 Channel Share Tracker, Thailand’s 2020 smartphone shipments declined only 2% annually to come in at just over 20m shipments. Especially strong performance from Realme,OPPO, vivo and Xiaomi during the second half helped carry the overall market, allowing it to stay almost flat for the year despite pandemic challenges.

Counterpoint Research Thailand Smartphone Shipment Share by Brand 2019 v 2020
Source: Counterpoint Research Q4 2020 Channel Share Tracker.

Along with the recovery we also saw distribution and product mix continue to shift. Online channels saw significant growth during the second half as consumers increasingly went online to buy their devices.

Glen Cardoza, Senior Analyst at Counterpoint Research, stated, “The jump to online is a trend we’re seeing across the region and something accelerated by the pandemic. Lazada continues to dominate in Thailand, but we’re seeing Shopee and smaller players gather strength, squeezing Lazada out of its majority to end the year at a combined 51% share of the Q4 online market.”

Cardoza警官还指出,“Realmewas a standout, ending the year with both the highest online share of shipments and largest overall market share gains. Efforts in developing strong relationships with its online partners coupled with a feature-rich budget portfolio helped the two-year old vendor come out on top.”

Counterpoint Research Thailand Smartphone Shipment Online Share and Channels
Source: Counterpoint Research Q4 2020 Channel Share Tracker.

Across the broader market, feature sets continue to improve and underscore the significance of imaging. Consulting Director Charles Moon observed, “When we compared 2020’s 10 best-selling devices to the previous year’s, we saw big spec improvements coming from cameras, display sizes and memory capacity. Quad cams in 2020 accounted for well over a quarter of the top 10 shipments compared to only 10% in 2019.”

Improvements are coming as a package deal, according to Moon. “Along with the camera upgrades, there’s accompanying storage increases and bigger screens. Over one third of top-10 device shipments had 128GB storage capacity and screen sizes of 6.5” or above. We expect this trend to continue, driven by intense competition in the mid-end, and the introduction of ‘mid-budget’ 5G smartphones.”

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:

Charles Moon

DISCLAIMER:

Counterpoint Technology Market Research All Rights Reserved. Reproduction of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. However, we disclaim all warranties as to the accuracy, completeness of this report. Counterpoint shall have no liability for errors, omissions or inadequacies in the information contained and any direct/indirect damages. All opinions and estimates herein are subject to change without notice.

相关的帖子

  1. Podcast: Chinese Brands Catalyzing SEA Smartphone Market
  2. Thailand Smartphone Market to Decline Amidst COVID-19 Pandemic: Present Scenario and Outlook
  3. realme is the Fastest Growing Smartphone Brand in the South East Asia Market in Q1 2020
  4. realme’s SEA smartphone shipments grew fastest in Q2 at 141% YoY, despite a declining market

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