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Looking back at the Vietnamese smartphone market 2020: Samsung – still king, but the throne has been somewhat wobbly

It seems that the Southeast Asian market in general, the S-shaped land in particular is creating an unprecedented challenge for the Korean giant. By the end of the third quarter of 2020, worldwide sales, Samsung still occupied the No. 1 position with 23% market share, up 2% over the same period last year and outstripped the second rival Huawei by only 14.9 %, according to Canalys statistics. The story in the ASEAN region had similar results, but it was much more dramatic with Samsung reaching 20% ​​market share (down 14%) while Vivo and OPPO followed closely with 19% and 18% respectively.

Despite still leading, but Samsung’s market share in Southeast Asia has decreased by 14% year-on-year

In Vietnam, the statistics from Canalys bring a much more impressive overview for Samsung when it dominates the market with 33% market share, more than double the 15% figure in second place of OPPO. .

Looking back at the Vietnamese smartphone market 2020 Samsung still king but the throne has been somewhat wobbly | Technology iced tea

In Vietnam, Samsung still holds a significant distance from its rivals …

The numbers do not lie when counting from October 2019 up to now, the market share of Samsung phones in our country tends to go down. Previously, the three-star brand always owned desirable sales when the statistic was always over 40%, even in March 2019, it exceeded 50%. Last October, for the first time, its market share fell below the 40% mark and by the third quarter of 2020 it was only 33%.

So what’s happening to Samsung in Vietnam?

Looking back at the Vietnamese smartphone market 2020 Samsung still king but the throne has been somewhat wobbly | Technology iced tea

… Samsung’s market share is still on a continuous decline (Image: ICTNews)

Segment under 10 million: Galaxy A51 dominates absolutely but encounters Vsmart, Xiaomi is rising like a wind

Xiaomi and Vsmart are two names sharing the 3rd & 4th place in the smartphone market share ranking in Vietnam in the third quarter. The entry into the top 4 of these two names is the result of a wise business strategy to compete better against the big guys, especially Samsung.

With Vsmart, this 2-year-old brand achieved a record 9% market share thanks to a strong blow on the low-priced smartphone segment at around 2 million VND. The company used to “play all the way” when halving the price of Vsmart Live products at the end of last year, then it was reduced by 2 million VND in Vsmart Active 3 model shortly after that. If the big HTC once used to shock the price of the product to discharge inventory before falling into hibernation, with a name in the early stages of development like Vsmart, this becomes an unprecedented case.

Looking back at the Vietnamese smartphone market 2020 Samsung still king but the throne has been somewhat wobbly | Technology iced tea

The product dumping strategy immediately brought large market share to Vsmart in the past year

Meanwhile, Xiaomi is in its honeymoon as it continuously sets new milestones. In the same quarter of 2020, “small grains of rice” surpassed Apple in the global market to occupy the position of the third smartphone company in terms of sales. In Vietnam, the company also achieved similar performance and accompanied by a 114% increase compared to the same period last year. Still loyal to the price / performance factor and bringing the trump cards such as Redmi 8/9, Redmi Note 9 series into major distribution chains such as Mobile World (TGDD), FPTShop, CellphoneS beside the online sales channel. bring great effect to Xiaomi.

Samsung’s smallest rival in the mid-range and popular segments has always been OPPO. These two big guys have products that make a strong impression, especially in the price segment from 5-8 million VND. If the brand from Korea has Galaxy A51, OPPO creates a pliers with the pair of OPPO A92 / 93 and OPPO Reno4. However, the data recorded from the two largest retail chains in the country TGDD and FPTShop in the first 9 months of the year, Galaxy A51 is still the product that holds the throne in sales.

Looking back at the Vietnamese smartphone market 2020 Samsung still king but the throne has been somewhat wobbly | Technology iced tea

In general, the mid-range segment falls down, Samsung with “strategic weapon” Galaxy A51 is still enough to create a sales advantage over other competitors. But the strong rise of both Vsmart and Xiaomi and the stable performance of OPPO are gradually narrowing the giant piece of market share before the Korean electronics company.

High-end segment: Galaxy S20 / Note20 struggled before iPhone 12

Previously, the price of over 20 million dong in Vietnam is still a familiar race between Samsung and Apple, although brands like OPPO or most recently OnePlus try to squeeze in. However, this year, the advantage seems to be more inclined to the “Apple” team when the Galaxy S20 / Note20 duo did not achieve the expected sales.

Both high-end smartphones from Samsung have controversial designs and features from the very first day of launch. In addition, the impact of the COVID-19 pandemic also partly affects the rate of product consumption. Global sales of the Galaxy S20 / S20 Plus / S20 Ultra trio in the first quarter of 2020 fell by 32.6% compared with the predecessor Galaxy S10, according to Omdia statistics. Specifically, the company only sold 8.2 million units, of which Galaxy S20 + accounted for the majority with 3.5 million units.

Looking back at the Vietnamese smartphone market 2020 Samsung still king but the throne has been somewhat wobbly | Technology iced tea

The high-end Galaxy S20 / Note20 duo did not bring success as expected for Samsung

The launch of the Galaxy Note20 series is not really impressive either. The South Korean report published by TheLec states that the company has decided to scale down the production of the Galaxy Note20 series smartphones, showing that its sales have also failed to meet the company’s expectations. Compared with the initial production target of more than 900,000 products in October, the actual number shipped was only 600,000, or about 70% of the plan.

In Vietnam, the Galaxy S20’s dominance at the beginning of the year or the interception of the Galaxy Note20 did not seem to be as effective as Samsung expected. A lot of features with outstanding numbers (outstanding camera parameters, huge RAM, overwhelming gifts …) are brought to the Galaxy S20 / Note20 while Apple almost does not need much improvement, even improvement. battery life on iPhone 12 series. But in fact, the iPhone 12 series has brought success beyond the imagination for Apple in Vietnam.

Looking back at the Vietnamese smartphone market 2020 Samsung still king but the throne has been somewhat wobbly | Technology iced tea

The scene of hundreds of people waiting until late to receive the iPhone 12 early on the day of opening in Vietnam

According to records from many retailers, the number of new iPhone orders increased 2-3 times the previous year, showing a great level of interest from the high-end segment. Especially among the 4 versions on the shelves, the iPhone 12 Pro / Pro Max model was immediately “out of stock” in many places because demand exceeded supply.

Obviously, the ability to pay for expensive smartphones by the Vietnamese part is absolutely available and Apple is a better operator of this VIP customer base than its rival Samsung. No need for a major upgrade, sales have been so good, no wonder Apple doesn’t need to run too fast compared to Samsung.

Light in the super-high-end segment with the Galaxy Fold2

In the context that all familiar product segments, the Korean giant is having trouble, the bright spot that brings the greatest hope in 2020 is the folding screen smartphone Galaxy Fold2. Samsung is the first to explore the ultra-high-end segment (priced at over $ 2,000) with foldable smartphones that it believes will be the future of phones.

Looking back at the Vietnamese smartphone market 2020 Samsung still king but the throne has been somewhat wobbly | Technology iced tea

The genuine price of 50 million VND, Galaxy Fold2 has no direct competitor

Compared with the first generation, the Galaxy Fold2 is evaluated comprehensively, more carefully in features, a better user experience. The main evidence is that the customer group, who is looking for a different product from the rest of the group, is welcome when Samsung flagship smartphones are all sold out even though the quantity is not too large. This is a good sign for the company because it will be a prerequisite to expand the production scale in the next generation when the more expensive smartphones bring more profits to the manufacturer, the case of the Galaxy Fold series is also not. Exception.

Of course, Samsung is not subjective because loneliness can be broken at any moment. It is not certain how long Huawei’s constraint on international expansion will persist. And the super-high-end segment created by folding screen smartphones can only really take shape when Apple officially joins the game.

Now, Samsung probably understands that user experience and usefulness above all, not features or specifications. Hopefully a successful year 2021 will come to the Korean electronics company when they have fully recognized their problems this year.

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