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India’s smartphone market will deliver 150 million units in 2020 From Counterpoint

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In 2020, India’s smartphone market shipments fell slightly by 4% year-on-year.

In the second half of the year, India’s smartphone market exceeded 100 million for the first time.

Xiaomi leads the market with 26%, followed by Samsung with 21%.

Among the top 5 brands, realme grew the fastest, with a year-on-year increase of 22%.

The fourth quarter of 2020 was Apple’s best quarter ever, with more than 1.5 million units shipped.

According to the latest research of counterpoint market monitor service, India’s smartphone market will ship 150 million units in 2020, a slight year-on-year decrease of 4%. After the closure of the city, the emergence of new application scenarios such as online learning and home office led to high market demand. In addition, the online channels carried out vigorous promotion, so India remained flexible during the epidemic period.

Commenting on market dynamics, senior research analyst prachir Singh said, “India’s smartphone market shipments hit a record high in the third quarter of 2020 and continued this growth momentum in the fourth quarter. In addition, the Diwali festival in mid November also pushed up the shipment volume in October. After the closure of the city, a number of new application scenarios such as online teaching have emerged, and the content consumption is also growing. Therefore, in 2020, the Indian market shipment will exceed 150 million units. We believe that in the future, there will be more consumers transiting from functional phones to smart phones. In addition, the price of mobile phones will continue to drop, and the market demand will further grow. “

Research Analyst shilpi Jain commented on the competition pattern and brand strategy: “India’s Anti China sentiment has basically subsided at the end of the year, and the market share of Chinese brands has reached 75%. Covid-19 epidemic has changed the consumption habits of consumers, leading manufacturers have adopted innovative channel strategies. Samsung, vivo, oppo and other offline brands began to increase their online business. Samsung launched the galaxy F series on flipkart and the galaxy M series on Amazon. Xiaomi adopts the strategy of MI on wheels to promote sales in offline channels and remote areas. In addition, major brands have launched innovative promotion and loyalty programs such as “smart upgrade” to retain or even expand their user base. At the end of 2020, Indian brands began to rise, and micromax launched in series smart phones. Indian brands want to use PLI to increase their market share. “

India’s mobile phone market will drop 9% year-on-year in 2020 due to the decline of mobile phone shipments. The city closure had the biggest impact on the functional phone market, so the segment fell 20% year-on-year. However, itel has become a market leader in 2020 with a year-on-year growth of 26% in the field of functional phones.

Figure 1: India’s smartphone market share in 2020

Note: Xiaomi’s share includes poco brand

Figure 2: India’s smartphone market share in the fourth quarter of 2020

Note: Xiaomi’s share includes poco brand

Market summary:

India’s smartphone market grew 19% year-on-year in the fourth quarter of 2020 as Diwali falls on November 14 and the holiday promotion period is extended.

In the fourth quarter of 2020, Xiaomi increased by 13% year on year, returning to the top position. Xiaomi has cooperated with several EMS (electronic manufacturing services) manufacturers to increase its output, and released a number of high-end new products. In addition to the continuous hot sales of redmi 9 and redmi note 9 series, as well as the vigorous promotion activities during the festival, Xiaomi’s performance in this quarter is outstanding. In 2021, in addition to accelerating offline expansion, Xiaomi will continue to focus on the medium and high-end market and seize more shares.

Samsung fell to second place in the fourth quarter of 2020, but grew strongly by 30% year on year. On the whole, Samsung performed well in 2020 and regained the second place. The company also entered the online channel for the first time, and launched models in different price segments, achieving a 1.5-fold increase in online shipment. In addition, Samsung has also adopted a radical channel and listing strategy for mid tier models such as Galaxy m and a series.

Vivo is still the best performing offline manufacturer. However, due to the severe impact of the epidemic on the offline market, the shipment volume of vivo decreased by 13% year on year. However, thanks to its channel strategy and strong supply chain relationship, vivo’s inventory has been streamlined.

The shipment volume of realme increased by 22%, breaking the 20 million mark for the first time. Strong online channel demand and hot sales of C series and narzo series are the main driving force for the company’s growth in the fourth quarter of 2020. Realme specializes in low-cost models and adopts aggressive product and marketing strategies to meet the market demand of delayed release. In 2021, realme will continue to expand its offline business to meet the needs of third and fourth tier cities, and expand to the field of ciot (Internet of things for consumers).

Driven by the new A12 and A53 models, oppo shipments in 2020 increased by 11% year-on-year, but the fourth quarter was the same as last year. Oppo has increased India’s production capacity, continued to focus on product innovation and improved R & D processes, especially those related to 5g.

Driven by the best-selling m2, M2 pro and C3 models, poco’s smartphone shipment exceeded 5 million for the first time in the fourth quarter of 2020.

Its brands (itel, infinix and Tecno) also performed well in the fourth quarter of 2020, with more than 9 million units shipped, a record high. The sound transmission brand has a strong growth in the third and fourth tier cities and rural areas of India, and has successfully ranked third in the market driven by the best-selling models of Tecno spark 6air, itel vision 1 and infinix smart 4 plus. Itel is still the largest feature phone brand in the quarter, and becomes the largest feature phone brand in 2020 for the first time.

Apple will grow 171% year-on-year in the fourth quarter of 2020 and 93% year-on-year in the whole year, ranking sixth. Apple’s launch of the new iPhone 12, strong promotion of iPhone se 2020 and iPhone 11, and active expansion of its online business contributed to this growth, with quarterly shipments of more than 1.5 million units for the first time.

Driven by the midrange Nord series and the new 8t series, oneplus grew 200% year-on-year in the fourth quarter of 2020. Oneplus once again entered the mid market with Nord series, and the annual delivery volume exceeded 3 million for the first time.

In 2020, with the outbreak of cowid-19, the spread of Anti China sentiment and the continuous development and change of manufacturing industry, India’s smartphone industry has also undergone unexpected changes. Micromax and other local brands are rising again. With the new in series smartphones, micromax’s market share hit a six quarter high. Indian brands have adjusted their product mix, and Jiao has launched its entry-level 4G smartphone. We expect that Indian brands will continue to rise in 2021 and their market share will increase.

In 2020, India will ship more than 4 million 5g smartphones, mainly driven by oneplus and apple. Oneplus is the only brand with 100% 5g mobile phone portfolio, while Apple recently launched the iPhone 12 series with 5g support. It is estimated that the future 5g smartphone shipment will increase more than 9 times, and reach 38 million in 2021.

Four of the top five Indian smartphones in 2016 are Chinese brands. In 2020 Q1, Samsung is the best-selling smartphone in India, accounting for 43% counterpoint research: in 2016 Q3, India’s smartphone shipments reached 35 million, up 25% year on year. Counterpoint: in 2019 Q3, India’s smartphone shipments reached 49 million counterpoint Chinese brands account for 66% of India’s smartphone market in Q1 of 2019 counterpoint: India’s smartphone shipment will increase by 4% in Q1 of 2020 counterpoint: Huawei’s share of China’s smartphone market will reach 46% in Q2 of 2020, a new record Apple accounts for 66% counterpoint research: top selling 5g mobile phones in the world in September 2020 Samsung Galaxy note 20 ultra is the most popular Apple dominates 66% counterpoint: Russia’s smartphone sales in the third quarter of 2020 increased by 5% on a year-on-year basis

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