Southeast Asia in the IDC report includes emerging market countries such as Indonesia, Malaysia, Myanmar, the Philippines, Thailand and Vietnam, with total smart phone shipments in 2017 reaching 100 million units, down 0.6% year-on-year.
Matthew effect highlights, Vivo increases more than 100%
In 2017, the share of TOP 5 companies in South East Asia's smartphone market exceeded half, reaching 63.8%, compared with only 49% in 2016. Southeast Asian markets are also following China's footsteps and increasingly highlight the Matthew Effect with market share to the head Company focus.
As can be seen from the figure below, among the TOP 5 companies, shipments have grown except for Apple. Among them, Samsung's shipments reached 29.3 million units, an increase of 25.8% year-on-year, and continued to secure the top position.
The three Chinese companies on the list are also eye-catching. In 2017, all shipments ushered in growth, with growth of 118.2% for vivo and 29.3% for OPPO.
Apple's market share dropped slightly (2.2%), ranking fifth in the same ranking as last year.
Of the above mentioned countries, Myanmar and the Philippines are the only two countries with declining shipments, because shipments of some local suppliers have fallen sharply. Several smaller local companies have gradually lost power in the competition, while Samsung, OPPO , Vivo, Huawei's market position in the mid-range aircraft (200 US dollars -400 US dollars) and low-end aircraft (100 US dollars -200 US dollars) is more stable.
In this regard, Jensen Ooi, Senior Market Analyst for Client Equipment at IDC ASEAN, believes that the low exchange rate of local mobile phones is also an important reason. Mid-range users are not in a hurry to update mobile phones, because these phones are of good quality and the price is on the local budget. In terms of not too cheap.
The substantial rise in the midrange market, an increase of 53%
At the same time, the midrange market is growing at a substantial rate, up 53% in 2017, mainly driven by the top five vendors. Mid-range handsets Currently, it accounts for 27% of the total market share (27.1 million), compared to 17% (17.6 million) in 2016.
Samsung is number one in the midrange market with its affordable Galaxy J Series, which is also continuing to expand its brand influence to promote their F and V series through celebrity endorsements and high profile marketing campaigns. Huawei's Nova series also joined the midrange competition. At the same time, Apple is also using the old models to penetrate the midrange market, mainly iPhone 5, iPhone SE and iPhone 6.
4G smartphones increased 44%, 4G smartphones currently account for 81% (81.1 million) of the total, compared with 56% (56.2 million) in 2016. 3G smartphones are shipped by local manufacturers and some global vendors, The goal is price-sensitive areas.
4G functional machine demand is still very low, the use of slower than only sold nearly 250,000 of these 4G function machine mainly in the 4G network reliable first-tier cities, other cities continue to use 2G function machine.In 2016, These 4G machines have been listed in Thailand, while Indonesia and the Philippines were not available until the end of 2017.
Local users prefer big screen phones
Shipment volume of tablet phones (5.5 inches-7 inches) increased by 71%, indicating that local users prefer mobile phones with large screen sizes. In 2017, shipments of tablet phones accounted for 35% (35 million units), while in 2016 only It is 20% (20.5 million units). However, 5-5.5-inch smart phones still account for a large share of 50% (50.5 million units). The growth of flat-panel mobile phone shipments is caused by changes in consumer content consumption habits. And the launch of thin-edge mobile phone supplier.
Among tablet phones, Samsung has the largest shipments, while vivo has the fastest growth rate.
Giant cracks in the local manufacturers how to survive
In 2018, local companies will continue to be hit by head manufacturers because users are more willing to choose these more popular brands.
So in the giants, local manufacturers in addition to maintaining low prices while catering to consumer preferences, there is no good policy.More users are more willing to use large-screen mobile phone, while most people will also use dual photo, thin border, localized AI Ooi advises local suppliers to launch smartphones with these features and launch Android Oreo Go devices (Android Go mainly for low-end devices), while keeping the price below $ 200 for local target customers Budget requirements.