Counterpoint: Samsung Regains Top Position in Philippines Smartphone Market in Q3 2021

Well… Realme’s first-place streak has ended. Time to restart

The Samsung Galaxy A21s contributed much of Samsung’s growth

According to market researcher Counterpoint, the Philippines saw a 9% decline in YoY growth for the smartphone market and revealed that Samsung is back again in first place, ultimately dethroning Realme’s consecutive first place position and ending their streak.

The reason for the decline of sales was due to the rising number of COVID-19 resurgences. With limited movement due to lockdowns, the supply chain staggered.

The graph above compared the shipment differences between the third quarter of last year versus this year. Despite the limited movement as well as lockdowns, Samsung gained an 8% market share this quarter from the previous 15%. While Realme lost its first-place streak, it still managed to nearly beat Samsung, at 22%, though it was still a decline versus the previous quarter. Other manufacturers include Vivo, Oppo, and Xiaomi. In those three, only Xiaomi saw a rise in market shipments. In the “others” section which probably includes Cherry Mobile and possibly Apple, there’s a 6% decline in shipment this quarter. Interestingly, Oppo dropped to fourth place this quarter as opposed to second last quarter.

According to the research firm, Samsung’s best-selling handsets include the Galaxy A12 and A21s. Vivo’s Y series as well as back-to-school promos ensured they stayed in their position. Xiaomi maintained its fifth place position.

Research Analyst Tanvi Sharma said, “Businesses tried to increase the pace of their digital efforts to keep up with the continued expansion of cashless payments and e-commerce. Smartphone brands offered heavy discounts and exclusive schemes in the 9.9 Super Brand Day Sale. Besides, consumers were seen rapidly moving towards 5G-enabled smartphones.” “E-commerce growth will continue and is expected to sustain a long-term adoption of online channels. Shopee and Lazada are among the top e-commerce platforms, grabbing most online sales,” he added.

Due to the brand day promos, digital sales significantly increased with 16% contributing to the overall smartphone shipment across the country. Xiaomi emerged as the leading smartphone maker in terms of online sales, contributing to 31% of the total market share.

Source: Counterpoint Research