Xiaomi dethrones Samsung to become top selling smartphone brand in India
26 Января 2018, 02:35 | Jenny Fowler
How Xiaomi replaced Samsung as top smartphone in India
On a calendar basis, however, Samsung still holds fort as India's top smartphone brand with 24% market share and Xiaomi following closely with 19%. Data from two independent market research firms have confirmed the development through the above applies to sales in only the fourth quarter of previous year.
India recently stumped the U.S. to become the world's second-largest smartphone market, after China, with over 40 million units shipped with 23 percent yearly growth in the Q3,2017. Lenovo, Oppo and vivo are the other three players in the top five with each player having around 6 per cent market share. The Chinese company is now valued at close to $100 billion. Multiple factors have contributed to Xiaomi's growth, but the key reason for its current success lies in the autonomy that it granted its Indian unit, letting it run the business locally.
Xiaomi has given special focus on localization, channel strategy, marketing and products to win customers over Samsung.
Xiaomi has released a number of uncountable smartphones over the last eight quarters in Indian market offering a variety of smartphones for different types of people and their demands. However, Samsung's "far superior R&D, and a better hold on the supply chain" are expected to help it make a comeback later this year.
Canalys analyst Rushabh Doshi said Samsung's loss comes from its inability to transform its low-priced product portfolio. It is worth noting, however, that Xiaomi and Samsung own more than 50 percent of the Indian smartphone market, Xiaomi is at 27 percent, while Samsung now holds 25 percent of the market.
Xiaomi is now the top selling smartphone brand in India.
Reacting to the report, a Samsung India spokesperson said in a statement that the company is "Indias number 1 smartphone company by a distance".
According to Canalys, Xiaomi shipped 8.2 million smartphones in the October, 2017 to December, 2017 quarter, capturing 27.4 percent of the market share.
Experts attributed Xiaomi's growth to its impressive product portfolio in the sub Rs. 15,000 smartphone segment which also forms the bulk of smartphone sales in the country.
There have been reports of Samsung going bullish on the online market where people prefer smartphones with better value for money. "This performance ended Samsung's six year market dominance", said Tarun Pathak, Associate Director at Counterpoint Research. At one point in time, it was the top player in China but eventually saw its market share eaten away by the likes of Huawei, Vivo and Oppo. And Xiaomi hiring people from Samsung and other companies to capture a bigger pie in the offline space.
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