Smartphone shipments decline again in SE Asia

Smartphone shipments decline again in SE Asia

Analyst company Canalys reported smartphone shipments in Southeast Asia fell 15% year-on-year in Q2 to 20.9 million units, the lowest total since 2014, macroeconomic conditions continue to dampen consumer confidence.

In a statement, Canalys said the low shipments have led to an increase in old stock, the stifling of new initiatives and inventory from smartphone manufacturers, and a lacklustre festive season. This was also the sixth consecutive quarter of year-on-year decline.

“Brands maintained a cautious approach to the quarter and focused on strengthening channel positioning for long-term share sustainability,” said Canalys analyst Le Xuan Chiew.

Samsung was the highest shipping vendor in Southeast Asia with 4.2 million units, taking a market share of 20%, despite a year-on-year decline of 26%. Chinese vendor Oppo was in second with 3.4 million shipped and 16% market share.

Xiaomi and Transsion both shipped around 2.9 million units taking 14% of the market each, through key device launches and market expansion, respectively. Realme reclaimed the fifth spot with 2.6 million units (12% market share).

“The market is expected to gain momentum in H2 2023 as channel inventory returns to healthier levels,” said Canalys analyst Sheng Win Chow.

 “The ramp-up of incentive programs and new high-end launches should increase retail sales Q3 2023 onward. The long-term outlook for Southeast Asia is intact and Canalys expects mid-single-digit growth in 2024.

“Expansion of the online channel will contribute largely to future growth as investments from e-commerce operators improve infrastructure, and timely payment and logistics will enable e-retailers to scale more efficiently.

“Increased marketing expenditure will spur demand by enabling more aggressive discounting. In addition, the region’s increasing disposable income from an expanding middle-class and young population entering the workforce are strong reasons to expect an improved landscape.”  

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