Vivo has beaten Samsung to become the top selling smartphone brand in Indonesia. This arrives amid the Coronavirus pandemic that has the consumer market lean towards budget handset offering, which is in favor of the Chinese vendor.
Chinese brands currently account for over 73.3 percent of total smartphone shipments within the country in the second quarter of 2020, as per a KrAsia report. Vivo led the market with a 21.2 percent market share, surpassing the usual market leader Samsung, which came in third with a 19.6 percent market share. This figure showcases a near tripling of Vivo’s 7.8 percent market share from back in Q2 2019.
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Another Chinese brand, Oppo, came in second with a 20.6 percent market share, with Xiaomi and Realme coming in fourth and fifth respectively with 17.9 and 13.6 percent market shares. According to Counterpoint Research, Vivo’s success in the market is due to its successful aggressive pricing strategy within the entry to mid range segments. People are buying affordable handsets for various reasons, including work from home or distance learning during this time of crisis.
Furthermore, the crisis has also had an impact on the country’s economy. Thus, cheaper smartphones have become more popular, with the most devices being sold under IDR 2 million (roughly 136 US Dollars). Notably, smartphone sales in Indonesia have also declined by nearly 20 percent since last year with 50 percent of the online sales came from the country’s popular local e-commerce platform, Lazada.
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