As per the Q2 report by Counterpoint, the top five smartphone brand’s shipment rose to 37 million units this year. As per the latest report by Counterpoint research company, new launches, price cuts on older devices and channel expansion across brands are the biggest contributors to the growth of the smartphone’s shipment in the country.
As per the Counterpoint report, the smartphone brands that were selling their devices through offline mode have now shifted to online platforms while launching the online-exclusive series to expand their sales. In the same way, the smartphone brands that came into the Indian market with online-exclusive series have now started getting in touch with the main offline retailers by collaborating with them in order to expand their reach. In addition to it, the smartphone Brands like Xiaomi, Realme, and many more brands are focusing on launching multiple series of their devices in order to expand their latest product range. By accepting this strategy they are expanding their product portfolio in order to broaden their horizons.
In the country, the pricing is another factor that is helping the Smartphone manufacturers to target the consumers. In India, the buyers are moving to Rs 10,000-20,000 price range and this has been the biggest aspect for brands that have played a vital role in contributing to growing sales in the Smartphone segment this year. Tarun Pathak, Associate Director, said, “Brands are focusing on bringing the latest premium level specifications such as notch display, full-screen view, multiple rear cameras, pop up selfie feature an in-display sensor technology in this segment to stimulate consumer demand”
Anshika Jain, Research Analyst at Counterpoint Research said, “The top five brands’ contribution to the total shipments volume reached its highest ever level driven by new launches and hybrid channel strategy. Localization, branding, and innovation will remain to be the next key drivers for growth in a highly competitive market like India. The market will continue to become more concentrated with majority of share controlled by a few brands leading to more number of exits among the long-tail brands in the market moving forward.”
As per the research, Xiaomi retained its first position with a 28% share. The shipment of its devices has grown to 6% on year on year by launching smartphones under the budget segment. The smartphone company is also planning to expand its retail policy by investing more in ATL/BTL campaigns. On the other hand, Samsungs sales turned down by 7% year on year. However, during Quarter on Quarter Basis, it has shown 30% growth by refreshing A series and M series. It has also slashed the price of the J series of smartphones. Moreover, A series of Samsung continued to be well-like with Galaxy A10 being the top-selling device for the brand. With the launch of Galaxy M40, the company continued to expand its Amazon exclusive M-series smartphones during the month of June.
However, smartphone brands such as OPPO and Vivo have shifted their focus on online channel expansion strategy. Both the brands have also increased their offline platform incentive by launching mid-range Smartphones A5 and Y91i. To increase its sales the company heavily promoted its products during IPL and Cricket World Cup. While trade ban on Chinese Smartphone brand Huawei shipments declined Year on Year.
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