• Tue. Nov 24th, 2020



Thai smartphone market drops 9% year-on-year in Q2

Thailand shipped 4.3 million smartphone in the second quarter of 2020, which represents an increase of 21.2 percent quarter-on-quarter, but a decline of 8.8 percent year-over-year, according to a report from IDC. The second quarter of the year usually records a quarterly increase in shipments due to seasonality and this was not dampened by the lockdown due to the Covid-19 pandemic, as OEMs adapted to focus more on the online channels and ran multiple promotional campaigns during the quarter. As a result, while the sales in the retail channel were almost flat quarter-on-quarter, eTailers registered a 4-fold growth.

The study also found that new models launched by vendors such as Oppo’s A12, Xiaomi’s Redmi Note 9 and Huawei’s Y5p were well received in the market due to their attractive price points. However, mid-to-high end segment contributed to bulk of the growth where Samsung’s A71 and Apple’s iPhone SE (2020) gained good traction.

While the Thai smartphone market has started to recover, IDC expects smartphone unit shipments to decline in this year’s third quarter, due to seasonally low demand during the quarter and as economic pressures continue to weigh down on consumer demand for the next few months.

The report also indicates that, in this year’s second quarter, Vivo made it to the top spot focusing on its affordable Y series with its low-end models Y11 and Y15, while its newly launched models in the mid-range Y30 and Y50 received a lukewarm response. Samsung continued to be one of the top players in the country with its Galaxy A series while the Galaxy A71 was amongst its top-selling models. Oppo lost the number 1 position in the second quarter, while Realme replaced Huawei for the fourth position. Apple maintained its fifth position in the market due to the good performance of iPhone SE amid Covid-19 but the best performer was still iPhone 11.

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