Xiaomi regains Southeast Asia smartphone throne

Surpassing Transsion and Samsung, Xiaomi officially became the largest smartphone manufacturer in Southeast Asia in the second quarter, thanks to breakthroughs in both the low-cost and high-end segments, despite the general market decline.

Xiaomi became the largest smartphone maker in Southeast Asia in the second quarter, capturing 19% of the market share, or 4.7 million units sold, marking its return to the top spot in the market after four years, according to research firm Canalys.

Xiaomi is the best-selling smartphone brand in Southeast Asia in the second quarter.

In the second quarter, Xiaomi’s smartphone sales in Southeast Asia increased by 8% compared to the same period last year – an impressive result in the context of the overall market declining by 1% due to the impact of “tariff uncertainties and macroeconomic difficulties” that slowed down purchasing power.

Meanwhile, Transsion and Samsung followed closely with market shares of 18% and 17%, respectively. On the other hand, Oppo and Vivo recorded sharp declines, with shipments down 19% and 21%.

Xiaomi's success comes from its strategy of expanding its distribution system and promoting its sub-brands. Notably, the low-cost smartphone line Poco recorded sales that more than doubled, while the high-end 15 series also grew strongly by 54% over the same period.

In addition, Xiaomi has also fully exploited the online shopping trend by effectively utilizing the TikTok Shop platform. The company has promoted the sale of cheap smartphone models exclusively online, combining livestreaming and deep discounts to clear inventory - a formula that is proving to be clearly effective in the context of consumers increasingly prioritizing economical shopping.

Notably, Honor – a brand that was once separated from Huawei – recorded a remarkable growth of 121% compared to the same period in 2024. Although it has not yet entered the top 5 leading manufacturers in the region, Honor shows clear ambition when focusing on the high-end smartphone segment – ​​a market that is gradually recovering and becoming attractive again.

Not stopping at the leading position in Southeast Asia, Xiaomi continued to make its mark in its home market when it became the only company in the top 5 to achieve growth in the second quarter. According to data from IDC, Xiaomi shipped 10.4 million smartphones in China, up 3.4% over the same period.

The strong recovery in the domestic market also reflects Xiaomi's long-term ambitions to enter highly competitive areas such as electric vehicles and semiconductor chip design – technology areas that are shaping the future.

The first quarter 2025 financial report shows an impressive growth picture: revenue reached 111.2 billion yuan (equivalent to 16.46 billion USD), up nearly 50% over the same period. Notably, adjusted net profit reached a record 10.68 billion yuan, up 64.5%, showing the effectiveness of strategic investments and increasingly better cost control.

According to analysts, the key to Xiaomi’s success lies in its ability to balance competitive pricing with premium features – a formula that helps the company reach a wide range of users in many segments. In addition, its flexibility in exploiting new sales platforms such as TikTok Shop, along with its increasingly expanding distribution network, has become an important lever in the context of a volatile global market.

These advantages not only help Xiaomi maintain growth during difficult times, but also create momentum for the company to consolidate its position in key markets – from Southeast Asia to China, and further to future technology fields such as electric vehicles and semiconductors.

Source: https://baoquocte.vn/xiaomi-gianh-lai-ngoi-vuong-smartphone-dong-nam-a-324658.html