Infinix's Remarkable Success in Declining Southeast Asia Smartphone Market

Pappi Hex

Infinix saw an impressive 41% growth in Southeast Asia smartphone market, despite a 13% year-on-year (YoY) decline in Q1 2023. Infinix recorded this success across Southeast Asia (SEA) key countries which consist of Thailand, Vietnam, Malaysia, and then Indonesia, and Philippines, two major regions which Infinix has seen notable success.

According to fan site, data from Counterpoint Research says SEA smartphone markets decline was due to low demand and a seasonal drop in sales, aggravated by negative economic growth, geopolitical effects, and inflation.

Infinix's Growth in the Philippines:

Despite a 9% year-on-year decline in the Philippines smartphone market in Q1 2023, Infinix experienced a remarkable 59% year-on-year growth. This growth can be attributed to Infinix's partnership with Mobile Legends professional leagues, which boosted the popularity of its Hot series smartphones among gaming enthusiasts. Xiaomi and Apple also saw growth in the country due to the success of their respective smartphone series.

During the quarter, realme surpassed Samsung to capture the top spot with a 21% market share. Realme's success was driven by attractive offers on their C series smartphones, while Samsung suffered a 33% year-on-year decline. Price-conscious Filipino consumers favored smartphones with appealing promotions during events like Payday Sale, Super Brand Day, and 2.2 Sales. Smartphones priced below $200 accounted for nearly 60% of the market.

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Infinix's Success in Indonesia:

Indonesia experienced an 8.1% year-on-year decline in smartphone shipments in Q1 2023. However, the Chinese New Year and Ramadan shopping seasons in March provided a temporary boost. The decline was mainly driven by mid-range to premium smartphones, while the entry-level segment saw a 2% year-on-year growth. Infinix emerged as the leading contributor to the growth of entry-level smartphones in Indonesia, achieving an impressive 44.6% year-on-year growth. Samsung followed with an 18.7% year-on-year growth.

Indonesian consumers showed a preference for affordable smartphones and sought price promotions or bundle plans for new products. They also sought smartphones with enhanced specifications such as RAM, storage, battery, and other essential features. Infinix's models, particularly the Hot 12, Hot 20, and Note 12 series, offered larger RAM and storage capacities compared to other brands. Samsung's growth in Indonesia was primarily driven by the success of the Galaxy A04 series. Factors like NFC and 5G connectivity also influenced consumer choices.

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