According to the data released by the market research agency Counterpoint in the third quarter of this year, Xiaomi continued to maintain its No. 1 position in the Indian smartphone market with a market share of 26%, which is the eighth consecutive quarter that it has maintained the No. However, what is worrying is that the OPPO sub-brand realme’s share in this market has surged. If the market share of the two is combined, the market share will reach 24%, surpassing Samsung and only 2 percentage points away from Xiaomi, showing realme’s attack. The power is quite fierce.
New changes in the Indian smartphone market
According to the data released by the market research agency Counterpoint, Xiaomi and Samsung ranked the top two in the Indian smartphone market with a market share of 26% and 20% respectively. This ranking has not changed since Xiaomi surpassed Samsung in the fourth quarter of 2017. .
Although the rankings of Xiaomi and Samsung did not change in the third quarter, there were bad signs. Xiaomi’s market share fell by 1 percentage point from 27% in the third quarter of last year, while Samsung’s market share fell by 3 percentage points, showing that they are losing market share to other mobile phone companies, and their competitive advantages have been significantly weakened.
It is vivo and OPPO that erode the market share of Xiaomi and Samsung. The data shows that vivo’s market share reached 17%, which is the highest record it has achieved in this market, an increase of 7 percentage points or 70% compared with the same period last year, a huge increase.
Next, let’s talk about the most surprising OPPO. OPPO’s market share was 8%, the same as the same period last year; but the growth of its sub-brand realme can be described as ferocious, increasing from 3% in the same period last year to 16%, with a market share of 16%. It has increased by more than 4 times, and the combined market share of the two has reached 24%, which is only 2 percentage points or 7.7% behind Xiaomi’s market share.
OV has grown rapidly to become Xiaomi’s dream
When OPPO and vivo entered the Indian market two years ago, they copied the offline channel Model obtained in the domestic market to the Indian market, giving Indian retail sales a huge profit share. The mobile phones sold are mainly 1,500 to 2,000 yuan. For mid-range models, this strategy was once a success. Vivo and OPPO quickly entered the top five in the Indian smartphone market, ranking third and fifth respectively.
After entering the Indian market in 2014, Xiaomi quickly won the fifth place, but it fell into a trough in 2016. After adjustment, it quickly revived in the market in 2017, and won the first place in the Indian smartphone market in the third quarter of 2017. At that time, Xiaomi mainly sold mobile phones in the Indian online market, but it learned the lessons of the domestic market and quickly developed into the Indian offline market after taking the lead in the Indian smartphone market. Offline retailers in India snapped up Xiaomi phones and sold them in offline markets.
As a result, Xiaomi mobile phones have also begun to threaten the position of OV in the Indian market, and the market reality is also the same. When Xiaomi mobile phones have been increasing in the Indian smartphone market share, OV’s share in the Indian smartphone market has once declined. In order to change the unfavorable situation, OPPO and vivo changed their strategies in 2017, reduced the profit sharing for Indian retailers, and began to enter the Indian online mobile phone market strongly in 2018.
Oppo and vivo have different approaches to India’s online mobile phone market. In the Indian market, vivo continued to sell cost-effective mobile phones under the vivo brand, while OPPO entered the Indian online mobile phone market with the realme brand, reaching prices below 1,500 yuan.
According to the shipments of the Indian smartphone market in the second quarter of this year given by the market research agency IDC, the shipments of OPPO and vivo have achieved rapid growth, increasing by 41% and 31.6% respectively. Shipments increased by more than six times year-on-year and entered the top five in the Indian smartphone market in one fell swoop. With the growth of OV shipments, Xiaomi’s shipments only increased by 4.8% year-on-year, and the growth rate was significantly lower than that of OV.
The data of the second quarter of this year shows that the combined market share of OPPO and realme has reached 17.4%, and the combined market share of the two in the third quarter has increased by 37.9% compared with the second quarter. The combined market share of the two will surpass that of Xiaomi next month, and the Indian smartphone throne will be reversed. The rapid growth of OPPO and realme is also bad news for Samsung. The combined market share of the two has surpassed Samsung, and Samsung has fallen to the third place. According to vivo’s growth momentum, it will likely surpass Samsung, and Samsung will be squeezed again. fell to fourth place.
The Indian market is very important to Xiaomi, OPPO, and vivo, because the Indian market is the largest overseas smartphone market, and because of their lack of intellectual property strength, entering the European market always faces the threat of patent litigation, which makes the Indian market even more important. In the face of the rapid growth of OV, Xiaomi may have to think about how to change its strategy to deal with their offensive.