Core Insights - The Southeast Asian smartphone market is projected to decline by 1% year-on-year in Q2 2025, with shipments totaling 25 million units due to ongoing tariff uncertainties [1] Company Performance - Xiaomi regained the top position in the Southeast Asian smartphone market for the first time since Q2 2021, with a shipment of 4.7 million units and a market share of 19%, reflecting an 8% year-on-year increase [1] - Transsion ranked second with a shipment of 4.5 million units and an 18% market share, experiencing a significant 17% year-on-year growth driven by new entry-level model launches [1] - Samsung secured the third position with 4.3 million units shipped and a 17% market share, although it saw a 3% year-on-year decline; however, demand for its 5G models increased in markets like Vietnam and Singapore [1] - OPPO (excluding OnePlus) ranked fourth with a shipment of 3.5 million units and a 14% market share, facing a 19% year-on-year decline due to intensified competition in the entry-level market [1] - Vivo placed fifth with a shipment of 2.8 million units and an 11% market share, experiencing a 21% year-on-year decline as the company is undergoing strategic adjustments to enhance profitability [1]

Core Insights - The Southeast Asian smartphone market is experiencing a year-on-year decline of 1% in Q2 2025, with shipments totaling 25 million units due to ongoing tariff uncertainties [1] Company Performance - Xiaomi regained the top position in the 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 increase [1] - Transsion ranked second with shipments of 4.5 million units and an 18% market share, showing a significant year-on-year growth of 17% driven by new entry-level model releases [1] - Samsung secured the third position with 4.3 million units shipped and a 17% market share, experiencing a 3% year-on-year decline, although demand for its 5G models increased in markets like Vietnam and Singapore [1] - OPPO (excluding OnePlus) ranked fourth with shipments of 3.5 million units and a 14% market share, facing a year-on-year decline of 19% due to intensified competition in the entry-level market [1] - Vivo placed fifth with shipments of 2.8 million units [1]

Core 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].

Core Insights - Apple iPhone 16 became the best-selling smartphone globally in Q1 2025, marking a return to the top spot for the base model after two years [6][7] - Apple maintained a strong presence in the Top 10 list, occupying five positions for the fifth consecutive March quarter, while Samsung saw a decrease in models listed compared to the previous year [2][6] - The low-end smartphone segment (priced under $100) showed significant growth, accounting for nearly 20% of global smartphone sales in Q1 2025 [6][8] Group 1 - iPhone 16 performed exceptionally well in Japan and the Middle East and Africa, with Japan showing the highest growth rate for the base model due to improved economic conditions and subsidy policy adjustments [5][6] - iPhone 16 Pro Max and iPhone 16 Pro ranked second and third respectively, although the Pro series faced challenges in the Chinese market due to government subsidies favoring models priced below 6,000 yuan (approximately $833) and intense competition from Huawei [5][6] - iPhone 16e debuted strongly, ranking sixth in the global Top 10 list in its first month of sales, with expectations to surpass the previous SE model's first-year sales due to significant technological upgrades [7][8] Group 2 - Samsung Galaxy S25 Ultra ranked seventh in Q1 2025, down from fifth place in Q1 2024, attributed to a shorter sales window [6][7] - Galaxy A16 5G rose to fifth place, achieving a 17% year-over-year growth, primarily due to expanded distribution in North America, which became its largest market [7][8] - Galaxy A06 saw significant growth, moving up four positions compared to its predecessor, reflecting a general increase in demand for low-end smartphones, particularly in emerging markets [8]