HÀ NỘI — In the fourth quarter of 2024, OPPO surpassed Samsung to become the largest smartphone distributor in Việt Nam, capturing 25 per cent of the market share, according to Canalys’ latest research. 

Following OPPO were industry giants Samsung with 22 per cent and Apple with 20 per cent.

Similarly, in Thailand, OPPO led the market with a 17 per cent share, alongside Apple.

Notably, the Southeast Asian smartphone market is predominantly driven by affordable devices from Chinese brands, including OPPO, Xiaomi, Vivo and Realme.

Overall, Canalys’ research reveals that Southeast Asia’s smartphone market rebounded in 2024, with vendors shipping 96.7 million units, up 11 per cent year-on-year after two years of decline.

OPPO led the market for the first time, capturing an 18 per cent share in the region with 16.9 million shipments, marking a 14 per cent annual increase. 

Samsung followed closely in second place with 16.6 million units and a 17 per cent market share. TRANSSION and Xiaomi took joint third place, each securing 16 per cent of the market, while Vivo rounded out the top five with a 13 per cent share. 

In the fourth quarter of 2024, Southeast Asian smartphone shipments grew 3 per cent year-on-year, reaching 24.4 million units.

TRANSSION took the lead for the first time ever as new launches saw it perform strongly in Indonesia and the Philippines, shipping a record 4.1 million smartphones and capturing 17 per cent of the market. 

OPPO (excluding OnePlus) took second place, shipping 3.9 million units for a market share of 16 per cent. In third place, Xiaomi’s push in the low end saw it close the gap with 3.8 million units and a market share of 16 per cent.

Samsung’s focus on prioritising value over volume saw it take fourth place, with 3.6 million units and a 15 per cent market share.

“Southeast Asia’s smartphone market rebounded strongly in 2024, outpacing global growth of 7 per cent,” Canalys analyst Le Xuan Chiew said. 

He emphasised that OPPO’s strong performance in 2024 reflects its success in product calibration and high-end investments.

The premium segment also saw significant progress thanks to the brands’ strategic expansion of distribution channels. However, brands must remain cautious about declining prices and profit margins due to promotional competition.

“Prudent inventory management will shape vendor strategies in 2025,” Canalys analyst Sheng Win Chow shared. 

He explained overambitious sales targets could erode profitability, as overstocked channels require costly promotional subsidies to clear excess inventory in subsequent quarters. 

Conversely, underestimating demand can hinder a vendor’s ability to grow market share. 

With increasingly shorter product launch cycles, brands need to optimise strategies based on shipment volumes, brand value, operational efficiency and profitability.

“In the long run, vendors that expand revenue streams beyond device sales into software and services, for example, will secure a stronger foothold in the market,” he added. — VNS