The Indonesia smartphone market grew 7% annually in Q3 2019.
realme grew a healthy 38% sequentially in only its fourth quarter since launching.
The share of Chinese brands reached a record 65% in the quarter
New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – Nov 7th, 2019
According to the latest research from Counterpoint’s Market Monitor service, Indonesia’s smartphone shipments grew 7% annually during in Q3 2019, driven by a push in both online channels by retail platforms like Blibli , JD and Lazada etc. and various promotions in offline stores by Chinese players that are expanding their reach in the country.
Commenting on the results, Research Analyst, Parv Sharma said, “Chinese brands hold four out of the top five positions with 65% market share by volume. This is the highest ever share by Chinese brands in Indonesia, pushing local brands to mere single digit share. In terms of brands, Xiaomi is maintaining the second position in the market and is reducing the gap to Samsung’s first position. Xiaomi has locally produced 10 million smartphones with a focus on both the online and offline channels. It has invested in creating 40 authorized Mi stores. Indonesia is one of the key markets responsible for Xiaomi’s global growth.”
Adding further Sharma said, “realme has also shown impressive growth since its launch. Aggressive online channel marketing with competitive product pricing and features is the key reason for its success.”
Associate Director, Tarun Pathak commenting on the local smartphone manufacturing ecosystem said, “The Indonesian government has introduced a law to curb the black market in smartphones, since one in five smartphones in the country are illegal. Regulations requiring registration of IMEI numbers for locally made smartphones will block the use of phones illegally imported into the country. This will boost the local manufacturing ecosystem and economy since illegal or imported devices will no longer work, potentially leading to more domestic manufacturing.”
Exhibit 1: Indonesia Smartphone Shipment Market Share – Q3 2019
- Samsung continues to lead the market with a 22% share thanks to strong sales from the refreshed Galaxy A series. It grew 2% annually.
- Xiaomi has maintained its second position with 20% share. The Redmi Note 7 series is the bestselling device followed by Redmi 7A.
- Oppo’s A5s and A1k were its best-selling models. Oppo grew 6% annually. Oppo has a leaner portfolio, but is diversifying its portfolio with the Reno series, aimed at the high-mid tier market.
- Vivo doubled its shipments annually and was the fastest-growing brand with key models being Y91C, Y12, and Y15.
- realme grew a healthy 38% sequentially. It is doing flash sales by partnering with various online channels, realme C2 and realme 3 series are the key models driving sales. It is also expanding in the offline channel.
- The contribution from e-commerce retail platforms reached 12%.
- Around 94% of the smartphones sold were locally manufactured in the country during Q3 2019.
The comprehensive and in-depth Q3 2019 Market Monitor 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 Monitor is based on sell-through estimates based on retail surveys, vendor polling triangulated supply chain checks and secondary research.
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