There are few companies out there that can release a new product on the market and completely shift the landscape of the industry. Naturally, it’s different companies who are able to do this in select countries around the world. For example, Samsung recently announced theGalaxy Note 9 to the world and it is true that it has been a major topic among those in the United States, Canada, and Australia. However, the device with its huge price tag is off-putting in some parts of the world and these markets are where the budget and mid-range products from companies like Xiaomi excel. The International Data Corporation (IDC) has just released a new Indian market share report and in it, they show that Xiaomi had growth of 20% during the second quarter of 2018 thanks to increased sales of the Xiaomi Redmi 5, Xiaomi Redmi 5A, Xiaomi Redmi Note 5, and Xiaomi Redmi Note 5 Pro.
The new data released by the IDC isn’t all about Xiaomi, but it does show how the company majorly increased their shipments within India compared to the same quarter last year. According to the IDC, the company shipped out 4.8 million units during the second quarter of 2017 and this was increased to a solid 10 million during the same quarter of this year. This move increased their overall market share within the country from 17.2% during Q2 2017 to close to one-third during the second quarter of 2018. Other major companies in the area also saw an increase in sales, including Samsung, Vivo, OPPO, and Transsion. All of this resulted in the smaller companies within the region losing over a quarter of the market this past year.
The IDC also keeps tabs on the smaller companies selling products in India and labels them as simply “Others” in the chart above. This secondary graph gives us a visual representation of how the overall market share has shifted each quarter from Q2 2017 to Q2 2018. Xiaomi has seen steady growth each quarter but it’s the other companies who have watched their sales drop and grow at various times throughout the year.
Lastly, growth in the online smartphone segment was propelled by strong sales of Huawei Honor branded smartphones as the company reached an online share of 8%. The OnePlus 6, OPPO Realme 1, and the Asus ZenFone Max Pro M1 all had strong online sales, which led the online share of smartphones sales to reach 36%, a 44% growth from last year. The OnePlus 6, in particular, led OnePlus to surpass Apple in the Indian premium segment as the second biggest player. An earlier report by Counterpoint Research states that OnePlus surpassed Samsung in India’s premium segment, but the IDC data did not corroborate this.
The Indian market continues to experience rapid growth, leading companies to invest heavily in marketing in the region. It’ll be interesting to see how the market evolves as new players like HMD Global continue to grow.