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Smartphone shipments in Latin America fell 10.3% year on year in the fourth quarter of 2020 From Counterpoint

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According to the latest research by counterpoint research market monitor, in the fourth quarter of 2020, Latin America’s smartphone shipments fell by 10.3% year-on-year. However, due to the easing of the epidemic and seasonal factors, they grew by 9.7% month on month. Brazil and Peru saw the smallest drop in shipments. In the fourth quarter of 2020, Xiaomi ranked third in the Latin American market for the first time. Average selling prices in the region fell 6.4% in the fourth quarter.

Tina Lu, chief analyst, commented on market developments: “smartphone shipments in Latin America will plummet by 19.6% in 2020. In the first quarter, there was a supply shortage in the market, especially in Brazil, where local manufacturers were facing a serious shortage of spare parts. From the end of March to the whole of May, most Latin American countries closed their cities, and the market demand almost stagnated. After June, the market began to recover slowly. “

Lu added, “in the second half of 2020, online promotions such as online shopping week and Black Friday began to increase, with a surge in the early fourth quarter. However, at the end of the fourth quarter, promotional activities began to move offline to tap the potential of offline market. Samsung is one of the companies most active in online promotion and business expansion. “

Figure 1: share of smartphone shipments by manufacturers in 2020

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源:Counterpoint Research Market Monitor, Q4 2020

Assistant analyst Monika Sharma commented on the performance of various brands: “in 2020, Samsung will still be the market leader in Latin America, accounting for 40.5% of the market share, leading all Latin American countries. Brazil is the largest smartphone market in Latin America, with Samsung’s share reaching nearly 50%. Motorola ranks second in Latin America, and with its assembly operations in Brazil and Argentina and brand awareness in Mexico and Colombia, its share of shipment increased by 3% year-on-year. “

“Xiaomi’s share of shipments increased the most, more than doubling, and ranked third in the fourth quarter,” Sharma added. This is the first time that Xiaomi has become the third place in the Latin American market. Xiaomi is expected to remain third in 2021. Samsung, Motorola and Xiaomi are all beneficiaries of Huawei’s ban. “

Figure 2: share of smartphone shipments by manufacturers in the fourth quarter of 2020

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源:Counterpoint Research Market Monitor, Q4 2020

market overview

Samsung is in an absolute leading position in all Latin American countries, with its shipment share reaching 40.5% in 2020, with a year-on-year growth of 2.5%. Motorola ranks second, but its share of shipments is less than half that of Samsung. The best-selling entry-level a series is the driving force for Samsung to become the market leader. Samsung is expected to maintain this leading position for a long time in the future.

Affected by product restrictions at the end of the year, Samsung’s share of shipments fell to 36.9% in the fourth quarter of 2020, the lowest in 2020.

Motorola ranks second in the region, with an 18.5% share of shipments in 2020, a record high in the past 10 years. Motorola is expected to raise its average selling price in 2021 and is unlikely to be overtaken by other brands in the short term.

Xiaomi has been in the Latin American market for several years. In 2020, its share of shipment increased sharply compared with the same period last year. It is the beneficiary of Huawei’s ban. Many Latin American users regard Xiaomi as a reliable brand with high cost performance. In the fourth quarter of 2020, Xiaomi ranked second in Peru and third in Chile, but it still failed to enter the top three in other markets in the region.

Apple’s share of shipment increased both month on month and year on year. In November, Apple launched the new iPhone 12 Series in all Latin American markets except Mexico, boosting sales in December.

Apple’s 5g mobile phone sales lead the market, accounting for more than 66% of the share.

LG’s share of shipment volume was almost flat year on year, but increased from last month. Driven by the K-series, LG’s sales in the region have been growing slowly.

Other brands’ share of shipment volume continued to decline. New entrants such as oppo, vivo, realme and Tecno will take about a year to build their own brands in this market, which is the key to success in Latin America.

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