Southeast Asia smartphone Q1 shipment rankings released: Transsion grew 197% year-on-year

On May 24, market research organization Canalys released the latest report stating that in the first quarter of 2024, the smartphone market in Southeast Asia increased by 12% year-on-year to 23.5 million units. This shows that there are signs of macroeconomic recovery, but shipments are still well below pre-2023 levels.

Manufacturer market share

1. Samsung: 19%, down 20% year-on-year

   • Priority to expand the mid-to-high-end market (Galaxy S, A5x, A3x)
   • A1x, A0x, A2x are still the main players in the mass market
   • Future growth is expected to come from the high-end market

     

     1. Transsion occupies 18% of the market share, with an annual growth rate of 197%.
2. Both Xiaomi and OPPO have a market share of 16%, but their development trajectories are different, with Xiaomi growing by 52% and OPPO falling by 5%.
3. vivo occupies 12% of the market share, growing 12% year-on-year.
4. In price-sensitive markets such as Indonesia and the Philippines, device shipments in the sub-$100 price segment have recovered.
5. Transsion’s success in the Philippines is due to its three sub-brands: Infinix, Tecno and iTel.

   

   With Galaxy S24, Samsung takes the leading position in the Southeast Asia market in the first quarter of 2024
6. Thailand, Malaysia and Vietnam markets: Samsung’s success is attributed to its premiumization strategy and leveraging brand experience stores and telecommunications High-end channels such as the Samsung Galaxy S24 support the growth of flagship devices such as the Galaxy S24.

Southeast Asia Smartphone Market Forecast

2. 4% Growth: Canalys predicts that smartphone shipments in Southeast Asia will grow by 4% in 2024.
3. External Sales: Most manufacturers are cautious about the substantial growth brought about by the natural refresh cycle.
4. Q1 Rebound: While the market rebounded 12% in Q1 2024, most of the growth was concentrated in price-sensitive markets such as Indonesia and the Philippines.
5. Challenges: Uncertain factors such as exchange rate fluctuations and component costs have brought new challenges.
6. Success factors: Manufacturers with good supply chains and operational efficiency will be more likely to succeed.

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