Oppo has emerged as the leading smartphone vendor in Southeast Asia for the first time in 2024, according to a report by Canalys. The Chinese manufacturer shipped an impressive 16.9 million units across the region, capturing an 18% market share and demonstrating a robust 14% year-over-year growth. This achievement marks a significant shift in the competitive landscape of the Southeast Asian smartphone market.
Hot on Oppo's heels is Samsung, which shipped 16.6 million units, securing a 17% market share.
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However, while still a major player, Samsung experienced a 9% decline in shipments compared to 2023, indicating increasing pressure from competitors. The competition for market share is fierce, with Transsion and Xiaomi tying for third place, each shipping 15.5 million units and holding a 16% share. Interestingly, these two brands exhibited contrasting growth trajectories. Transsion, known for its focus on budget-friendly devices, saw a remarkable 41% surge in shipments, while Xiaomi, another Chinese brand, achieved a still-substantial but comparatively lower 26% growth. Vivo rounds out the top five, shipping 12.3 million units and capturing a 14% market share, with a healthy 14% year-over-year improvement.
The overall Southeast Asian smartphone market experienced significant expansion in 2024, with total shipments reaching 96.7 million units, an 11% increase compared to the previous year. This growth underscores the region's increasing importance in the global smartphone market.
Looking specifically at the fourth quarter of 2024, the dynamics shift slightly. Transsion takes the lead during this period, shipping 4.1 million units and grabbing a 17% market share, although its growth slowed to 4% compared to the same quarter in 2023. Oppo follows closely with 3.9 million shipments and a 16% share, demonstrating 9% growth. Xiaomi also shipped 3.8 million units with a 16% share, but its growth was the slowest among the top contenders at just 5%. Samsung's decline is more pronounced in Q4, with only 3.6 million shipments, a 15% market share, and a significant 15% year-on-year drop. Vivo, in fifth place, shipped 3.5 million units, holding a 14% share and achieving 10% growth.
Canalys highlights the success of Oppo's A18 model, which emerged as the best-selling smartphone in Southeast Asia for the entire year. The A3x also contributed significantly to Oppo's strong sales performance. While Samsung experienced a decline in overall shipments, the South Korean giant has strategically focused on higher-value devices. This is evidenced by a 14% increase in their average selling price, from $285 in Q4 2023 to $326 in Q4 2024. This suggests that Samsung is prioritizing profitability over volume, selling fewer phones but at higher price points. This strategic shift could be a response to the increasing competition in the lower-priced segments of the market.
