The smartphone market in India confronted a sharp year-over-year (YoY) decline of 50.6 % to 182 lakh items in the second-quarter ending on June 30, based on International Data Corporation (IDC) estimates. The nationwide lockdown that was in place by the primary half of the quarter is believed to be the important thing purpose behind the decline. However, regardless of seeing the key dip in shipments, the analysis agency is optimistic about seeing some restoration in the second half of this 12 months.
As per the information shared by IDC for the second quarter, Xiaomi continued its domination in the Indian smartphone market, with a market share of 29.four %. The firm is claimed to have shipped 54 lakh items in the quarter — registering a 48.7 % YoY drop.
Samsung got here on the second spot with 48 lakh shipments and 26.three % share in the second quarter, based on the report. The South Korean big registered a YoY change of 48.5 %, barely decrease than the drop reportedly seen by Xiaomi.
After Xiaomi and Samsung, Vivo secured the third place in the market with 32 lakh items shipped in the second quarter that helped the corporate seize a 17.5 % share. Realme and Oppo got here fourth and fifth with a 9.eight and 9.7 % market share.
In phrases of YoY change, Oppo confronted the steepest dip of 51 % in the second quarter over all different gamers in the highest 5. The firm had “severe stock issues” mainly because of the closure of its Noida factory owing to a number of COVID-19 instances surfaced in May. That growth additionally impacted Realme and OnePlus to some extent.
The market did not see any modifications in the typical promoting worth of smartphones that remained flat at $161 (roughly Rs. 12,000) in the second quarter, IDC notes. However, the sub-$200 (roughly under-Rs. 15,000) phase swelled to 84 % as a consequence of dampening client sentiment. Similarly, the sub-$100 (roughly under-Rs. 7,500) elevated to 29 % from 20 % a 12 months in the past, with Redmi 8A Dual alone contributing 33 % of the full shipments in the phase.
In the premium phase that’s over $500 (roughly Rs. 37,500), IDC says that Apple continued to dominate the market with a share of 48.eight %, adopted by Samsung and OnePlus. The iPhone 11 and iPhone XR are mentioned to have captured 28 % shipments in the phase.
IDC expects that total, the smartphone market in India would see some indicators of restoration in the second half of the 12 months as main festivals are set to start in the nation that will improve client demand. “However, this will be dependent on brand marketing and channel initiatives, especially by eTailers during the festive sales,” mentioned Navkendar Singh, Research Director, Client Devices and Imaging, Printing and Document Solution (IPDS), IDC India.
“Brand initiatives around multi or hybrid channel strategies will also play a key role as offline partners and brands will be looking for pockets of growth in these crucial next few months,” he mentioned.
Online vs offline progress
According to IDC, the net gross sales channel in India registered a market share of 44.eight % in the second quarter, up from 43.1 percent in the primary quarter, whereas the offline channel dominated with over 55 % share in the quarter. However, as a consequence of lockdown restrictions in the preliminary interval that affected deliveries in the nation and restricted inventory for many of the quarter, the net channel noticed a decline of 39.9 % YoY.
“Many offline channel partners adopted new ways of marketing by reaching out to consumers through social media platforms, WhatsApp, references, etc., for doorstep demos and deliveries, as well as accepting contactless payments,” mentioned Upasana Joshi, Associate Research Manager, Client Devices, IDC India. “However, these initiatives were limited to big and medium-size retail outlets in metros and Tier 1/2 cities, and was not able to arrest the steep annual decline of -56.8 percent for the offline channel.”
Samsung makes comeback as cell phone market chief
IDC in the report additionally highlighted that Samsung surpassed Xiaomi and led the general cell phone market in India in the second quarter, with a share of 24 %. Notably, the Chinese firm that took the second place in the quarter, dominated the market in the primary quarter of 2020 and final quarter of 2019, as per earlier IDC experiences.
That being mentioned, Vivo continued its third place in the general cell phone market in India.
On the a part of characteristic telephone shipments, there was a YoY dip of 69 % to at least one crore items in the second quarter. It led to a contribution of 35.5 % to the general cell phone market that’s thought-about because the lowest ever for the characteristic telephone phase.