Samsung Overtakes Xiaomi To Go Back To No. 1 Position In India After Two Quarters

Samsung overtakes Xiaomi to go back to No. 1 position in India after two quarters

Samsung overtaking Xiaomi in the process in the second quarter of this calendar year in the Indian smartphone market. The data collated by Counterpoint Research.

Karn Chauhan, Research analyst at Counterpoint said, “Samsung has regained the leading position back after receding it to Xiaomi two quarters ago. The success of Samsung during the quarter can be attributed to its refreshed J series as it launched the most number of models as compared to any brand across multiple price points during the quarter”.

“These new launches brought some of the most popular and sought-after features like dual camera, infinity display, and facial unlock across different price segments for Samsung for the first time ever. Additionally, the strong offline distribution and aggressive marketing campaign around its J series helped the brand to gain not only the market but also mindshare during the quarter. The second half of 2018 is likely to be a close race between Samsung and Xiaomi especially during the important upcoming festive season.”

In the first quarter of 2018, Xiaomi had a 31 percent share in smartphones as compared to 26 percent for Samsung. The rest of the players including Vivo, Oppo, Huawei, Lenovo, and Micromax all had single-digit market shares.

The second quarter also saw the smartphone market return to double-digit growth (18 percent) year on year after a flat first-quarter growth even as the feature phone market continued to outpace with a 21 percent year on year growth. In the feature phone market, Reliance Jio commanded a 47 percent share followed by Samsung at 9 percent Nokia, Intel and Lava at 8, 6 and 5 percent each.

Anshika Jain, research analyst at Counterpoint says, “India smartphone market returned to double-digit growth during the quarter and is likely to grow in double digits for the entire year. Growth during the quarter was driven by new launches and strong promotions across both online and offline channels during the quarter”.

“As volume share of the top five players grew more than 80 percent, local and smaller players were forced to change their strategy which involved changing channels and product strategy along with cutting down on SKUs. Additionally, the increase in duties for handset components announced during the starting of the quarter, forcing smaller players to delay their product launches as they don’t have necessary operations to save on the increased tariffs for certain components like populated printed circuit boards, mechanics, and others,” she said.


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