According to a report released by market research company Counterpoint Research (CR), phone sales in Southeast Asia in general decreased by 13% compared to the first quarter of 1, of which Vietnam recorded a decrease of more than 2022%, the highest among the surveyed countries including Indonesia, Thailand, Philippines, Vietnam and Malaysia.
After Vietnam, the Malaysian market decreased 29%, the Philippines 10%, Indonesia 7% and Thailand 1%.
The data recorded by CR is ex-factory sales (factory shipments to distribution systems), not units sold to end consumers. “Consumer sentiment has not fully recovered in Vietnam yet,” said CR analyst Glen Cardoza.
Apple is the only company with sales growth even though it owns a 'piece of market share' of only 7%
In Southeast Asia, inflation in general has affected consumer sentiment, directly reducing the need to buy new phones. Another factor is that the first quarter of every year is often quite gloomy because people who decide to replace equipment have almost chosen to buy it at the end of the previous year, the time to stimulate demand with many preferential and discount programs.
Another report from research firm GfK shows that Vietnam's phone sales have not reached 2,5 million units sold in the first 2 months of 2023, down 30% compared to the same period in 2022 (reaching 3,5 million units). ).
Previously, a representative of a retail system confirmed that the Vietnamese phone market in general, and smartphones in particular, started an unusually gloomy business period when it lasted before the Lunar New Year, while usually only leveled off towards the end of the year. 1st quarter, extending into 2nd quarter.
The high-end phone segment is the least affected, while the mid-range and low-cost groups are being heavily affected by the economic situation when the customer base of this segment is forced to tighten spending. Samsung continues to be the phone company with the best sales, accounting for 21% of the market share in hand, the next positions belong to Oppo (20%), Vivo (14%), Xiaomi (14%), Realme ( 12%) and Apple (7%).
In the general bleak market, Apple became a "bright spot" in Southeast Asia as well as in Vietnam, the only company with sales growth (18%). The remaining brands all recorded a decrease of 5% to 26%.
