XIAOMI(HK:01810) Canalys·2025-08-13 03:18Core Viewpoint - The Southeast Asian smartphone market is experiencing a slight decline in shipments due to ongoing tariff uncertainties, with a projected 1% decrease in Q2 2025, resulting in 25 million units shipped [1][3]. Market Performance - Xiaomi regained the top position in the Southeast Asian smartphone market for the first time in four years, with shipments of 4.7 million units and a market share of 19%, reflecting an 8% year-on-year growth [1][8]. - Transsion ranked second with 4.5 million units shipped and an 18% market share, showing a significant 17% increase year-on-year [1][8]. - Samsung followed closely in third place with 4.3 million units and a 17% market share, but experienced a 3% decline year-on-year [1][8]. - OPPO ranked fourth with 3.5 million units shipped and a 14% market share, facing a 19% year-on-year decline [1][8]. - Vivo, in fifth place, shipped 2.8 million units with an 11% market share, down 21% year-on-year [1][8]. Competitive Strategies - Xiaomi's success is attributed to its direct-to-consumer (DTC) and carrier channel expansion, which laid a solid foundation for scaling its sub-brands [3]. - Samsung has strengthened its channel diversification and high-end positioning through its enterprise market strategy, enhancing its average selling price (ASP) and creating new revenue streams beyond traditional retail [3]. - In the competitive landscape, differentiation beyond pricing remains a challenge for all manufacturers, with Xiaomi and Transsion leading in the low-price segment due to competitive pricing and active channel incentives [3]. Emerging Opportunities - TikTok's rapid expansion in the consumer electronics sector is opening new growth channels for smartphone manufacturers in Southeast Asia, with brands like Infinix and Xiaomi leveraging the platform for sales of low-cost models [6]. - The collaboration with local sellers and brands on TikTok, along with significant investments in partnerships and authorized brand stores, mirrors the early development stages of platforms like Shopee and Lazada [6].