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Samsung leaves behind Xiaomi and Vivo in a bid to capture India’s smartphone market

The South Korean tech giant led the overall mobile phone market with a market share of 24.0 percent.

Due to the COVID-19 crisis in India, the country’s smartphone market registered a sharp year-over-year (YoY) decline of 50.6 percent in the second quarter to 18.2 million units. However, an IDC report revealed the sales had increased in June as compared to the first quarter but the purchases were mainly driven by availability rather than by choice. And Samsung led the overall mobile phone market with a market share of 24.0 percent, followed by Xiaomi and Vivo.

According to an IDC report, “Samsung surpassed Vivo for the second slot despite a strong YoY decline of 48.5 percent in 2Q20 to 4.8 million units. The Galaxy M21 smartphone was among the nation’s top 5 shipped models in 2Q20 and most of its online-exclusive Galaxy M series was opened to offline channels, though at higher prices.” However, Samsung stood in second place in the online channel with a share of 22.8 percent and was the leader in the offline channel with a 29.1 percent share in 2Q20. The brand also partnered with Benow and Facebook, enabling offline retailers to start sales using digital platforms, thus adhering to social distancing norms.

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After Samsung, Xiaomi continued to lead with total shipments of 5.4 million in 2Q20 despite falling 48.7 percent YoY. Four out of the top five models in 2Q20 were Xiaomi models, namely the Redmi Note 8A Dual, Note 8, Note 9 Pro, and Redmi 8, accounting for 21.8 percent share. Xiaomi launched its Mi Commerce solution to create an omnichannel experience for partners but also continued its dominance in the online channel with 42.3 percent share in 2Q20.

Vivo slipped to the third position, with shipments of 3.2 million units, declining by 42.9 percent YoY in 2Q20. Though it retained its fourth position in the online channel on the back of its Z/U series, Vivo slipped to the second slot in the offline channel with a 26.5 percent share in 2Q20. The affordable Y series continued to garner the majority of its volumes, though stock issues remained.

Besides this, realme was at the fourth position with 1.78 million units shipped in 2Q20, declining by 37 percent YoY. The vendor faced stock issues owing to factory closures through May. The affordable C3/C2 accounted for the majority of its shipments 36.3 percent, followed by the newly launched Narzo series.

OPPO, securing the fifth position, witnessed a 51.0 percent YoY decline to 1.76 million units in 2Q20. The brand had severe stock issues and even imported completely built units directly in June, as the factory remained closed owing to multiple COVID-19 cases. The same factory manufactures devices for realme and OnePlus, which also faced challenges in stocks. OPPO also launched its first 5G device, the Find X2, in 2Q20.

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