Jakarta, CNBC Indonesia – Samsung is no longer the king of Indonesian smartphones in terms of sales (sales tracker). This position is now held by BBK Electronics, through Oppo and Vivo.
According to Counterpoint Research, in the second quarter of 2020, smartphone sales in Indonesia fell 20% compared to the same period the previous year (yoy), while compared to the previous quarter, sales fell by 9%.
In the second quarter of 2020, the largest share of the smartphone sales market was held by Vivo, which rose from 7.8% to 21.2% (yoy). Next is Oppo, whose market share has increased from 17.5% to 20.6%.
Meanwhile, Samsung slumped, where the market share fell from 27% to 19.6%. Next Xiaomi fell from 21.9% to 17.9%. As for Realme, its market share increased from 7.6% to 13.6%.
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Photo: Indonesian Mobile Market Q220 (doc. Counterpoint Research)- – |
Of the top five smartphone brands, Chinese cellphones dominate up to 74% due to implementing an aggressive sales strategy to capture the market. These five brands control 90% of the Indonesian mobile market.
Vivo has risen to the top of the classification due to its low price strategy and high demand from the middle to lower class. Vivo phones that contributed significantly to sales were the Vivo Y12, Vivo Y91C and Vivo Y50. Vivo is also strong in the offline sector.
Counterpoint Research Associate Tanvi Sharma said Indonesia’s online smartphone sales increased by 70% (yoy) or up 7% from the previous quarter. In fact, the online sales market share has reached 19% of total sales in the second quarter of 2020.
“The main cause is the application of social distancing during Covid-19 and innovative sales strategies such as selling via WhatsApp. The top selling e-commerce smartphone is Lazada with a 50% share, followed by Shopee (24%) and Tokopedia (15%),” said Tanvi. Sharma in an official statement, Monday (7/9/2020).
For information only BBK Electronics is the parent company of Oppo, Vivo and Realme. This multinational company was founded by Duan Yongping in 1995. When combined, currently BBK Electronics’ market share reaches 55.4%.
(roy/roy)
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