Counterpoint: Indonesia's smartphone shipments fell 10% year-on-year in Q2 2023

According to Counterpoint's tracking report, smartphone shipments in Indonesia fell 10% year-on-year in the second quarter of 2023 as macroeconomic headwinds continued to affect demand. The increase in shopping activities during the Eid al-Fitr in April was also lower than last year.

OPPO regained its position as the market champion with a market share of 21% in the second quarter of 2023, mainly due to its low-end models of the A17 series. Products launched in the previous quarter, such as the Reno 8 T series and Find N2 Flip, had a spillover effect on its market popularity.

The Galaxy A04 series made a significant contribution to Samsung's sales, limiting the brand's shipment share decline to 1%.

Among the top OEMs, only Infinix saw a 17% YoY growth in shipments. The brand focuses on the sub-USD 200 price segment. Moreover, Infinix actively conducted marketing campaigns to increase brand awareness. Its newly launched products such as Note 30 series, Hot 30 series, and Smart 7 series contributed significantly to the brand’s overall shipments.

Xiaomi's year-over-year shipment decline slowed significantly from 47% in the second quarter of 2022 to 12% in the second quarter of 2023. Recent moves indicate that Xiaomi has been working hard to strengthen its supply and distribution.

In the second quarter, shipments of 5G smartphones priced below $400 grew 11% year-over-year. Major OEMs in this segment include Samsung’s Galaxy A14 5G, A23 5G, and A34 5G series, and Xiaomi’s Redmi Note 12 series. The newcomer iQOO Z7 5G series also joined this segment.

prospect

Looking ahead, the continued recovery of the macroeconomy in the second half of 2023 is expected to boost the smartphone market.

At the brand level, Xiaomi’s new move to lower prices could attract consumers and help the brand grow this year. Infinix could see further growth as it becomes more popular in the market.