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February 20th, 2019
Aggressive marketing in both online and offline channels helped Huawei achieve 91% year-on-year volume growth in Q4 2018 and overtook Samsung as the market leader.
With a 28% market share in Q4 2018, Huawei overtook Samsung as Russia’s top-selling smartphone brand, according to the findings of the latest Market Pulse service from Counterpoint Research. According to the findings, Huawei’s volumes grew 91% year-on-year as it claimed the top spot in the market.
Commenting on Huawei’s top position, Tarun Pathak, Associate Director at Counterpoint Research said, “Despite the decline in the overall market, Huawei managed to sell more than 2.6 million smartphones in Q4 2018 capturing the highest market share in Russia because of its diverse product line and its significant presence across all price bands. Huawei’s sub-brand Honor has helped it tap the affordable-premium and mid-price segments, which helped drive increased market share for the OEM. Also, Huawei has been aggressive in its marketing, be it through strong retail tie-ups or online banners on different e-commerce websites.”
According to Counterpoint Research’s findings, Russia’s smartphone sales volume declined 11% year-on-year during Q4 2018. This was the first time that the Russian smartphone market contracted. The decline was primarily because of the devaluation of the Russian Ruble, by more than 15%. The decline in the currency negatively affected the prices of imported handsets. Other reasons for the decline include the fall in Apple’s shipments, a decrease in Russia’s GDP during Q3 2018 and a lengthening replacement cycle.
Commenting on the overall market, Abhilash Kumar, Research Analyst at Counterpoint Research said, “Global and Chinese OEMs are more popular than local OEMs and account for more than 80% of the market in Russia. Due to economies of scale, foreign players can provide better offerings at lower prices leading them to marginalize local players. One consequence is that the average selling price of smartphones in Russia is increasing due to an increase in disposable incomes, evident in the growing mid-level segment.”
Russia Smartphone Sales Market Share Comparison
Source: Russia Model Share Tracker
- 84% of the total smartphone market was captured by the top five players.
- Huawei grabbed the top position capturing 28% market share during Q4 2018 and saw a 91% year-on-year growth.
- Overall in 2018, Samsung was the market leader with a 28% market share followed by Huawei (24%).
- The reason behind Huawei’s growth was its balanced portfolio and its aggressive marketing in both online and offline channels. Honor 7A was the top-selling device in Q4 2018.
- Local player Bright & Quick was able to secure a position in the top five smartphone brands due to its strong portfolio in the sub-US$100 segment.
- Apple saw a decline in sales volume by more than 30% year-on-year. However, in terms of value, it remained number one with more than more than 35% value share.
- Local players are mainly restricted to the sub-US$99 segment because of very tough competition and better offerings from foreign players in other price segments.
- Local player, INOI witnessed a significant increase in the market share.
- Large screen phones are more popular in Russia and around 82% of the smartphones sold had a display of five inches or more.
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Counterpoint Technology Market Research is a global research firm specializing in Technology products in the TMT industry. It services major technology firms and financial firms with a mix of monthly reports, customized projects and detailed analysis of the mobile and technology markets. Its key analysts are experts in the industry with an average tenure of 13 years in high-tech industries.
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