Oppo surpassed Samsung for the first time to lead Vietnam's smartphone market share

DNHN - Recently, Oppo has gradually established itself not only as a popular brand but also as a formidable competitor to major names.

For the first time, Oppo surpassed Samsung to claim the top spot in smartphone market share in Vietnam in Q2 2024, according to a report from Canalys.

Specifically, the market research firm Canalys reported that the Chinese phone company saw a 110% growth compared to the same period last year, reaching a 27% market share, surpassing Samsung (21%), Xiaomi (20%), Apple (16%), and Vivo (6%).

Among the top five in Vietnam, Samsung was the only brand to experience negative growth, with a 24% decline, while Vivo showed the most significant rise with a 122% increase.

IDC's data also reflects a similar picture in the past quarter, with Oppo holding a 26.9% market share, Samsung at 21.7%, and Apple at 14.1%.

The figures from Canalys and IDC are based on the "sell-in" volume in Q2 2024. Sell-in refers to the number of smartphones shipped from manufacturers to distributors, which differs from sell-out - the number of smartphones sold from distributors to end consumers. While sell-in and sell-out are not the same, they are related, as in the smartphone retail industry, stores need to sell products before restocking to avoid inventory buildup.

For many years, Samsung has maintained its leading position in Vietnam's smartphone market, thanks to its diverse product range and competitive pricing. However, Oppo has recently asserted itself as not just a popular brand but also a serious competitor to major names.

This also indicates fierce competition in the high-end smartphone segment, where Oppo and other brands are gradually capturing market share from long-established giants.

Oppo's rise is attributed not only to its strategy of diversifying products with mid-range and near-premium lines like Reno but also to its ability to quickly meet consumer demand in a stable macroeconomic environment and positive market sentiment. Meanwhile, Samsung seems to have missed the opportunity to capture the mid-range segment, where Oppo has performed very well.

"Besides the popular A60 series, Oppo has also achieved certain successes by strengthening its presence in the mid-range and high-end smartphone segments with the Reno line," an analyst at Canalys shared.

Oppo overtaking Samsung is undoubtedly a wake-up call for the latter. Although still one of the world's largest smartphone manufacturers, Samsung has faced many challenges in maintaining its market share in Vietnam. This could be due to increasing competition from other brands like Xiaomi and Vivo, which are also expanding their market share.

Other smartphone manufacturers are also facing difficulties from exchange rate fluctuations and consumer price sensitivity. To maintain their position, they will need to closely monitor the market and develop appropriate strategies.

Experts predict that the mobile market in Vietnam will continue to become more vibrant in the final months of the year. Notably, the 2G network will officially be phased out in Vietnam starting mid-September. This will drive a wave of transitions from 2G devices to 4G phones.

It is forecasted that sales of 4G feature phones and low-cost smartphones may see a significant increase in the late year period, especially with Apple expected to launch the iPhone 16 series in September. This will be one of the key product lines helping dealers achieve strong sales growth while reshaping the smartphone market landscape in Vietnam in the near future.

Duc Anh