Despite a 13% YoY (year-on-year) decline in Q1 2023 smartphone shipments in Southeast Asia’s five key countries (Indonesia, Philippines, Thailand, Vietnam, and Malaysia), Infinix saw a 41% market growth in smartphone sales.
According to Counterpoint Research’s Southeast Asia Monthly Smartphone Channel Share Tracker, all key Southeast Asia (SEA) countries saw a fall in smartphone shipment, which can be attributed to low demand and a seasonal drop in sales.
These SEA countries saw negative economic growth, with geopolitical effects, inflation and other forms of economic decline being the major factors. Smartphone shipments suffered during this period. However, the decline varied per country. Take Vietnam, for example. The country saw an increase in shipments in the Q4 2022 shopping season and a fall in Q1 2023, with consumer sentiments yet to fully recover. However, countries like Indonesia and Thailand saw improved smartphone sales in March 2023.
There were several collaborations between smartphone makers and other companies to stay afloat in the SEA markets. For example, OPPO is partnering with banks to provide banking services in Indonesia, while Infinix is the Philippines’ official smartphone partner for Mobile Legends professional leagues.
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Smartphone sales less than $200 and those with over $600 price tag saw a 4% YoY growth each, while smartphones between $201 to $600 saw a decline in sales.
Though Transsion brand, Infinix, can’t boast of the same sales volumes as top brands such as realme and Samsung, the brand grew an impressive 41% and continues to promote itself as a gaming brand in the SEA region.
Let’s look at Infinix’s performance in the Philippines and Indonesia, where it saw massive growth.
Infinix Sees Big Growth in the Philippines Smartphone Market in Q1 2023
Like other smartphone markets in Southeast Asia, the Philippines saw a 9% YoY decline in Q1 2023. Driven by high inflation, which began at the start of 2023, consumer sentiment and purchasing power were impacted negatively.
Despite inflationary pressures, Infinix witnessed a 59% YoY growth, thanks to its partnership with Mobile Legends professional leagues which made the Hot series smartphones popular in the gaming world.
Xiaomi saw a 22% YoY growth driven by Xiaomi 12 series and its subsidiary brand, Redmi’s A series smartphones. Apple recorded a 22% YoY leap due to the popularity of the iPhone 14 series in the country.
Based on market share during the quarter, Realme captured 21% of the market, knocking Samsung out of the top spot. Thanks to juicy offers on Realme C series smartphones and Samsung’s 33% YoY decline, the Chinese brand was able to attain this feat.
Overall, smartphone users in the Philippines preferred phones that came with offers. Phone brands with reasonable offers on Payday Sale, Super Brand Day, 2.2 Sales, and other sales attracted many buyers. Smartphones with less than $200 price tag accounted for almost 60% of the market.
Infinix Scores Big in Indonesia’s Smartphone Market in Q1 2023
Indonesia saw an 8.1% YoY decline in smartphone shipment in Q1 2023, though the Chinese Year year and Ramadan shopping season in March brought increased shipments. The decrease was primarily driven by mid-range to premium smartphones, which fell by 25.7% YoY, while the entry-level segment saw a 2% YoY growth.
According to the report by Counterpoint Research Indonesia, Infinix was the most significant contributor to the growth of entry-level smartphones in the country, with an impressive 44.6% YoY growth. Then Samsung came second with an 18.7% YoY growth.
Indonesians preferred affordable smartphones or had some form of price promotion or bundle plans for new products. Also, buyers wanted smartphones with improved RAM, storage, battery, and other basic specifications. And this is where Inifnix came out on top.
Infinix models, such as the Hot 12, Hot 20, and Note 12 series, offered larger RAM and storage capacity than other brands. Samsung had its growth driven primarily by the Galaxy A04 series.
NFC and 5G were two other factors consumers considered when doing shopping.
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