Continued low consumer demand led to a 4 percent year-over-year decline in smartphone shipments in Southeast Asia to 23.5 million units in the third quarter of 2022, the lowest level in the region since 2020, Canalys said in a report released today.
Samsung led the way with 5.9 million units shipped, accounting for 25% of the market share. Xiaomi shipped 3.1 million units, falling to fourth place, while Realme ranked fifth with 2.1 million units shipped.
Canalys said that major manufacturers launched various new low-end products in the third quarter as a defensive strategy to retain market share when the market is affected by the decline in demand.
OPPO has always adhered to the strategy of abandoning its ultra-low-end products, focusing investment on enhancing channel confidence and upgrading the brand.
In the field of high-end products, Samsung used its resources in online marketing and Bespoke series pop-up stores to promote and market its new foldable product series, and in terms of retail, it made effective adjustments, and its shipments returned to the new crown epidemic’s previous level.
Demand for Apple’s iPhone 14 Pro series remains strong after the launch of the iPhone 14 in Singapore and Thailand, another sign that the premium segment remains immune to inflation.
