According to the latest report on the Indian smartphone market released by IDC, an established US technology market research firm, from September to November last year, Samsung Electronics and Xiaomi each increased their share in the Indian mobile phone market.
This article comes from Tencent Technology
With the gradual saturation and shrinking of the Chinese smartphone market, major global mobile phone brands have intensified their competition for India, the second largest smartphone market. In India, Hanukkah in November is a very important peak season for consumer electronics. After this peak season, what changes have occurred in the market share of major manufacturers?
According to the latest news from foreign media, according to the latest report on the Indian smartphone market released by IDC, an established US technology market research firm, from September to November last year, Samsung Electronics and Xiaomi Inc. each increased their share in the Indian mobile phone market. During this period, Chinese brand Realme became the only mobile phone brand that experienced a significant decline in market share.
Realme is a new brand in the Indian smartphone market and its parent company is OPPO. Although the independent brand has not been launched for a long time, Realme has gained a significant share in India and has become the first group of manufacturers.
IDC data shows that in the Indian smartphone market, Realme’s shipments peaked in September last year, accounting for 16.74% of the market share, but fell sharply in November and December, accounting for 9.3% and 8.23% market share.
IDC’s Deputy Research Manager of Customer Equipment Department, Upasana Josh, said that most online shopping occurs during the Indian Hanukkah festival, which is why Realme, a network-intensive brand, soared in September. “80% of Realme’s smartphone sales are still coming from online channels,” she said.
It is a good time for Xiaomi to launch the Redmi Note 8 series. Subsequently, Xiaomi reduced the price of the Redmi mobile phone series and continued to drive market share growth.
Josh said that after the end of the Hanukkah sales season, Xiaomi can still maintain its share growth because the company’s smartphones are sold through multiple channels, including online and offline channels.benefit.
A Xiaomi spokesperson said that during the quarter from October to December, the company performed well in the Indian market. Within one month after its launch, Xiaomi sold more than 1 million Redmi Note 8 series in India.
The spokesperson added: “Several existing product lines will also be updated in 2020 and refocusing on specific product categories.”
Samsung Electronics managed to increase its market share from 16.19% in September 2019 to 19.85% and 21.08% in October and November, respectively. According to IDC, its share of online sales channels also surged from 10.3% in September to 18.77% in November.
Josh said, “Samsung M30s mobile phone has performed very well in the online channel, driving the brand ’s shipments.”
Chinese mobile phone maker Vivo also managed to restore its overall market share to 16.92% in November 2019 from 14.31% in September 2019. Its online market share reached a high of 12.69% in October, but fell to 9.58% in November.
Xiaomi’s action
In the Indian smartphone market, Xiaomi has surpassed Samsung Electronics to take the first place in several quarters. Today, Xiaomi is continuing to expand its sales through more strategies to consolidate the advantages of the first place.
Xiaomi recently announced that it will spin off the high-end mobile phone sub-brand POCO and become an independent brand in the Indian market. The brand will now operate independently with its own team and marketing strategy.
As a sub-brand of Xiaomi, POCO started operating in India in 2018 with only a small team. The brand launched the POCO F1 smartphone.
“POCO was originally a sub-brand, but it developed into its own brand within a short period of time. POCO F1 is a very popular mobile phone among the user base, and it will remain in this category even in 2020 Top competitors. We think it’s time for POCO to operate independently. We will split it into an independent brand, “said Manujie, vice president of Xiaomi and managing director of Xiaomi India, in a statement.
Xiaomi also announced another day earlier, this year it will launch the “Mi” series of high-end phones in India. This means that Xiaomi will bid farewell to the stage of relying on “red rice” cost-effective mobile phones to compete for the low-end market, and start to compete with Samsung Electronics, Apple, and OnePlus to explore the high-end mobile phone market.
“New products in 2020 will span multiple categories, and we believe this will help Xiaomi brands maintain consumer interest in 2020.” Raghu Reddy, Xiaomi’s Indian category director, told the media: “We also intend to introduce the Xiaomi series , The introduction of high-end smartphones, which have attracted great interest since we entered the market. “
The company earlier said it would maintain an appropriate balance between online sales and physical store sales. “Online and offline platforms are equally important to us. At present our online and physical store ratio is 60:40. However, our goal is to increase this ratio to 50:50 as soon as possible by 2020.” The above directors Means.
Samsung
Facing the impact of Chinese brands, Samsung has lost the throne of the Indian mobile phone market, but Samsung has now secured its position and Xiaomi has become one of the two leading “hegemons”.
Samsung has launched a large number of cost-effective mid-to-low-end mobile phones in India, and has responded positively to Chinese brands’ superior products. At the same time, Samsung Electronics is building a huge smartphone production capacity in India, which will not only reduce product costs and compete for Indian share, but also prepare to become an important manufacturing base for Samsung mobile phones in the world.
In 2018, Samsung invested $ 700 million in India to build the world’s largest smartphone factory. According to foreign media reports this week, Samsung will invest $ 500 million in Delhi to build a new factory for smartphone display screens.
It is reported that the South Korean smartphone maker disclosed its plans to invest and build factories to local regulators earlier this month.
Samsung plans to produce smartphone displays and other devices at the factory. Foreign media reported that in-house production could lead to future sales of Samsung devices at relatively low prices in India.
Samsung ’s new manufacturing facility is in line with India ’s Ministry of Electronics and Information Technology ’s strategy to increase the scale of smartphone production. The ministry recently proposed subsidizing loans to handset makers to attract tech giants such as Apple and Samsung Electronics to open more factories in India. (Tencent Technology Review / Cheng Xi)