XIAOMI(HK:01810) 智通财经网·2025-05-19 06:23Core Insights - The Southeast Asian smartphone market experienced a 3% year-on-year decline in Q1 2025, marking the first drop after five consecutive quarters of growth [1][3] - Samsung regained the top position with 4.3 million units shipped, holding a 19% market share, while Xiaomi was the only top five vendor to achieve a year-on-year growth of 4%, reaching 4 million units and a 17% market share [1][7] - The average selling price (ASP) increased by 5% to the highest level since 2023, driven by a wave of high-end product launches in Q4 2024, which reduced disposable income for retailers [3][6] Market Performance - Samsung: 4.3 million units, 19% market share, down 3% year-on-year [7] - Xiaomi: 4.0 million units, 17% market share, up 4% year-on-year [7] - Transsion: 3.3 million units, 15% market share, down 20% year-on-year [7] - OPPO: 3.2 million units, 14% market share, down 16% year-on-year [7] - Vivo: 2.7 million units, 12% market share, down 3% year-on-year [7] Strategic Insights - Companies need to maintain flexible product portfolio strategies to quickly respond to changing market dynamics, as demonstrated by Xiaomi's rise to second place through strategic product launches [3][4] - Diversification of sales channels is crucial for mitigating risks associated with market volatility, particularly in the entry-level segment [3][6] - Vietnam is emerging as a key market for smartphone production due to its stable governance and improving infrastructure, providing opportunities for brands to expand their 5G product lines [6]