Xiaomi managed to dominate the Indonesian mobile market, shifting Vivo, Oppo, and Samsung in the second quarter of 2021. This is the first time the company led by Lei Jun has controlled the Indonesian smartphone market from the shipping side.
According to research from the Counterpoint agency in the second quarter of 2021, mobile phone shipments in Indonesia increased 28 percent compared to the previous year. This increase was driven by offers on Eid al-Fitr and the launch of new smartphones. The lower base in the first quarter of 2021 also fell, resulting in higher growth in the second quarter.
“The strong growth in smartphone shipments in Q2 was driven by an early recovery in consumer spending, thanks to pent-up demand and Eid celebrations, combined with faster smartphone adoption,” Counterpoint analyst Paula Ruth said in a statement. /2021).
“We also observe that smartphone brands in Indonesia are increasingly active in online channels to support health protocols related to the pandemic. According to Counterpoint data, online channels accounted for around 19% of the smartphone market in the second quarter of 2021, higher than the pre-pandemic level of 13% in first quarter of 2020.”
The following is a list of the rulers of the Indonesian mobile phone market in the second quarter of 2021, according to Counterpoint:
Xiaomi (26% market share)
Vivo (21% market share)
Oppo (20% market share)
Samsung (13% market share)
Realme (11% market share)
Others (9% market share).
According to Counterpoint, the best-selling Xiaomi smartphones are the Redmi 9C, Redmi 9A, and POCO M3. Vivo has Vivo Y12s, Vivo Y1s, and Vivo Y20s phones. Oppo has the Oppo A54, Oppo A15 and Oppo Reno 5 5G phones.
“Xiaomi’s success in this quarter was due to its popularity for ‘best value for money’ products, strong online presence, relatively lean inventory management and global component shortage, which forced competitors like Samsung to prioritize specific markets,” said Glen Cardoza Senior Analyst. .
“Consumer preferences in Indonesia have shifted more towards affordable smartphones and online purchases due to the pandemic. This preference aligns with Xiaomi’s strong points. Xiaomi not only led overall smartphone shipments in Indonesia but also topped online sales, capturing around 30% share during the quarter. the.”