Wedoany.com Report-Aug. 14, According to Canalys, part of Omdia, Southeast Asia’s smartphone market experienced a 1% year-on-year decline in Q2 2025, with shipments totaling 25 million units. This downturn reflects challenges in the region’s economic environment, affecting consumer demand and market dynamics.

Xiaomi regained the leading position for the first time since Q2 2021, shipping 4.7 million units and securing a 19% market share, an 8% increase from the previous year. Growth was driven by robust sales of its Redmi series and expanded distribution channels. TRANSSION took second place, shipping 4.5 million units for an 18% market share, up 17% year-on-year, fueled by new entry-level product launches.

Samsung secured third place with 4.3 million units shipped, holding a 17% market share, down 3% from last year. However, demand for its 5G-enabled Galaxy A06 5G and A16 5G models grew in markets like Vietnam and Singapore. OPPO, excluding OnePlus, ranked fourth with 3.5 million units and a 14% market share, down 19% due to heightened competition in the entry-level segment. Vivo placed fifth, shipping 2.8 million units for an 11% market share, a 21% decline, as it focused on enhancing profitability.

Le Xuan Chiew, Research Manager at Canalys, stated: “In this environment, flexibility in portfolio and channel strategies is proving critical.” Xiaomi’s success stemmed from expanding direct-to-consumer and operator channels, with POCO shipments doubling and the premium Xiaomi 15 series growing 54% year-on-year. Samsung strengthened its enterprise strategy, leveraging partnerships with businesses and government sectors to diversify revenue streams.

Sheng Win Chow, Senior Analyst at Canalys, noted: “Differentiating beyond price in the mass market segments is an ongoing challenge for all vendors.” HONOR stood out, with shipments surging 121% year-on-year to over 1 million units, driven by premium models like the X9c and 400 series. Vivo’s mid-range V-series grew 92% year-on-year, accounting for 21% of its shipments, up from 9% in Q2 2024, boosting margins in a competitive market.

TikTok Shop’s expansion into electronics has created new opportunities for smartphone brands. The platform now collaborates with local sellers and brands, supporting sales of lower-priced models and inventory clearance through discounts and live-selling events. Chow added: “TikTok Shop’s rapid expansion into devices and electronics is opening new growth avenues for Southeast Asia’s smartphone players.” This trend enhances market access for brands like Infinix and Xiaomi, fostering growth in a challenging environment.