Realme becomes a Top 5 smartphone brand.
Refreshed A series helps Samsung retain top spot.
New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires –
Aug 7th, 2019
Smartphone sales in Indonesia grew 6% year-on-year (YoY) during Q2 2019 driven by the promotions during the festive season of Ramadan both in the online and offline segment, according to the latest research from Counterpoint’s Market Monitor service.
Commenting on the results, Research Analyst, Parv Sharma, said, “Chinese brands are the reason for the growth of the smartphone market in Indonesia. Four out of the top five brands are now Chinese. Their combined market share is more than 55%. Realme, launched in Q4 2018, showed impressive growth with an aggressive pricing strategy. In three quarters, it has captured an 8% market share, thereby becoming the number five brand by volume. Realme’s leaner portfolio with aggressive online focus and value for money proposition has helped it gain market share. However, it is also looking to expand in the offline segment to grow further.”
On the distribution landscape, Associate Director, Tarun Pathak said, “Samsung continues to lead the smartphone market with a 27% share. The Refreshed A series has driven sales for the brand with key models like Galaxy A50 and A10. Further, the strong offline presence has helped it maintain a dominant position in the market. Local brands are continuously losing share to global and Chinese brands. This has led to the market being concentrated at the top with the top five brands now capturing 82% of the market. Advan was the only local smartphone brand in the top 10 list by market share, coming in at the seventh position.”
Exhibit 1: Indonesia Smartphone Sales Market Share – Q2 2019
Source: Counterpoint Research Market Pulse Q2 2019
Market Summary:
- Xiaomi grew at 18% YoY driven by the Redmi 6A and Redmi 7 series. It is expanding its retail strategy with strong offline presence and official stores on portals of online partners like Lazada, Blibli, Shoppee, etc.
- OPPO A5s, A3s were the best-selling models and grew at 6% YoY. OPPO has a leaner portfolio and is diversifying with the Reno series aimed at the high-to-mid segments.
- Vivo grew at a healthy rate of 50% YoY, holding on to the fourth position in the market. Vivo is launching similar models that it has launched in China but with lower-end specs to keep the competitive price in the market.
- Asus is another global brand that registered YoY growth but was pushed down to the sixth position by Realme. Asus Max, Max Pro is performing well in the market.
- Advan, Nokia HMD, and Huawei also maintained their position among the top ten smartphone brands.
The comprehensive and in-depth Q2 2019 Market Pulse is available for subscribing clients. Please feel free to contact us at press(at)counterpointresearch.com for further questions regarding our latest research or insights. The Counterpoint Market Pulse is based on sell-through estimates based on retail surveys, vendor polling triangulated supply chain checks and secondary research.
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