Smartphone distributors shipped 38 million smartphones in India in Q1 2022, as per a brand new report by Canalys. This represents 2 per cent progress in comparison with the identical quarter final yr. Whereas progress remains to be upwards, single-digit progress is a low quantity for the nation, contemplating shipments have been up in double-digit percentages even in the course of the pandemic.
“Whereas a lot of the world’s markets battled the third wave of COVID-19 in Q1, the comparatively weaker affect on India ought to have helped it return to progress rapidly,” factors out Canalys Analyst Sanyam Chaurasia.
The problems this yr have been with provide bottlenecks. Main distributors like Xiaomi and Vivo “struggled to safe elements for his or her volume-driving low-end fashions”.
“In distinction, manufacturers equivalent to realme, Tecno and Itel did remarkably nicely with stable provide to take in the marketplace leaders and fulfil the low-end demand in Q1,” Chaurasia provides.
Better of Specific Premium
Smartphone shipments in Q1 2021 and Q1 2020 (the final two years) have been at 11 per cent. Whereas distributors proceed to take steps to deal with provide points, issues have reportedly already began bettering from March 2021.
Channel firms are optimistic about wholesome sell-in in Q2, with distributors getting ready for a robust festive quarter, Chaurasia says.
“They’re discovering alternatives within the lower-tier cities and cities in India, the place system penetration remains to be comparatively low. It’s extra vital than ever for distributors to concentrate on constructing a long-term offline channel technique.”
Development by model in Q1 2022
Xiaomi led the charts in Q1 2022 with 8 million shipments and a 21 per cent market share. Though this was down from the ten.5 million shipments and 28 per cent market share in Q1 2021. Be aware that Xiaomi’s statistics embody that of sub-brand Poco.
Samsung got here in second with 6.9 million shipments and an 18 per cent market share in Q1 2022. The model’s numbers in Q1 final yr have been 7 million shipments and 19 per cent market share.
Realme stood third with 6 million shipments this quarter and 16 per cent market share, being the one model within the prime 5 chart to have registered constructive progress over Q1 2021, rising from 4.3 million shipments and 12 per cent market share.
Vivo and Oppo accomplished the highest 5, with 5.7 million and 4.6 million shipments respectively. The manufacturers additionally stand at 15 per cent and 12 per cent market share respectively. Be aware that Oppo statistics embody that of OnePlus.
Different manufacturers made up the remaining 6.7 million shipments and 18 per cent market share.
Sustaining affordability largest problem in 2022; Credit score providers might play key function
With oil costs hovering and wholesale inflation charges remaining elevated at 14.6 per cent, costs for volume-driving reasonably priced units will gravitate upwards. Conserving units reasonably priced throughout these instances would be the largest problem this yr.
“Volatility in international trade charges and better operational prices as a result of inflation will, in flip, put additional strain on distributors to keep up profitability”
One facet that might play a key function within the months forward is financing and cost schemes. With quite a few buy-now-pay-later companions now within the sport, rising telephone prices might imply extra prospects depend on EMI schemes and different credit-based providers.
“The mass market will stay India’s progress engine, and having a wholesome portfolio within the mid-to-low-end section shall be key to sustaining robust shopper mindshare in 2022. Availability, affordability and attractiveness shall be important for smartphone distributors to succeed as a number of uncertainties lie forward,” Chaurasia provides.