According to Kommersant citing data from a report by MTS, Chinese brands led the Russian smartphone market in July 2022. Xiaomi held a whopping 42% market share. Realme and Tecno were among the top five, in addition to Samsung and Apple.

Though Xiaomi had a huge market share, it was Realme that registered the highest growth. The Chinese brand outperformed Samsung and Apple in terms of sales to grab hold of the second position. Its market share increased from 13.4% in June to 17% in July.

Even Tecno overtook Apple by a 0.5% market share. It came fourth with a 7.5% share, followed by Apple with a 7% share. Whereas, Samsung was in third place with an 8.5% share.

Back in June, Apple and Samsung had a market share of 9.7% and 10.9% in Russia, respectively.

Talking about revenue, Xiaomi was first even in this regard with a 35% share. While Apple came second with a 25% share. They were followed by Realme (12.5%), Samsung (11%), and Tecno (4%). 

A total of 2.3 million smartphones worth 36.7 billion rubles were sold in July. The average selling price (ASP) decreased by 6% to 16.1 thousand rubles.

The decline of Samsung and Apple in Russia is due to a lack of official supplies and scarce parallel imports. For the unaware, both these giants pulled out of the country earlier this year over the war with Ukraine. Their supplies are currently 80-90% less than before the war.

Apple’s decline is also attributed to the collapse of its ecosystem in the region with the unavailability of Apple Pay. Anyway, the Cupertino giant is performing better than Samsung because of its users’ emotional attachment to the brand and the ecosystem.

By the end of 2022, the combined sales of Apple and Samsung could drop by 10% in Russia if parallel imports do not gain momentum.

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In 2021, the smartphone market in Russia saw a slight fall over the previous year. But while there were many reasons for the initial decline, it seems that the negative trend might continue in 2022 as well, owing to the ongoing invasion of Ukraine.

The news arrives from Counterpoint Research, who noted that the Russian handset market fell by 7 percent year on year in 2021. Although, it saw a 10 percent rise quarter on quarter in Q4 2021. During this time, Samsung continued to lead the market with a sizeable 30 percent market share, which was followed by Xiaomi with 23 percent and Apple with 13 percent market shares. The modest decline in 2021 was primarily attributed to slower upgrade cycles for consumers that were using mid to high end devices.

Furthermore, Research Director Tarun Pathak stated that “Chinese brands contributed 44% of the total market in 2021 compared to 46% in 2020. The decline can be attributed to Huawei’s loss, but Chinese brands are gaining again, especially Xiaomi, HONOR and realme. Xiaomi has been steadily increasing its share in the market along with Samsung and Apple.”

However, the region might see a sharper fall in 2022, with Pathak further adding that “The current war has changed the entire landscape and pushed the handset market into uncertainty. The fall in ruble will lead to a steep price rise in the short term due to limited inventory and suspended deliveries. Also, as sanctions gather pace, it will be hard for OEMs to make a conclusive device strategy.”

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Xiaomi has been growing its presence outside China for the past few years. Maintaining its position in India, the company is also aiming for first place in other markets. According to the latest information, the firm sold the most number of smartphones in Russia in the month of June.

As per the MTS Store chain in Russia, Xiaomi ranked first in terms of sales in the country in June. The company’s market share stood at 31.2%, closely followed by Samsung at 29.8%.

Whereas, Apple and realme came third (14.5%) and fourth (4.6%) respectively. That’s not all, the fifth place was acquired by Xiaomi’s sub-brand POCO with a 3.8% market share. Unsurprisingly, the Cupertino-based tech giant led the market in terms of monetary.

Additionally, an official from M.Video-Eldorado (retail chain) also reiterates that Xiaomi (including POCO) was the leader as per volume of sales in Russia in June. However, Samsung dominated the market in the first half of 2021 as well as the second quarter.

According to the official, Xiaomi not only has a well-balanced product range and good bargains but it has also become quite popular in Russia. That said, the remaining top five players other than Xiaomi and Samsung were Apple, realme, and HONOR.

M.Video-Eldorado estimates the Russia Smartphone Market around 300 billion rubles from January to June, which is 30% more than last year during the same period.

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