How smartphone brands performed during the pandemic?

Global performance of smartphone brands 2020 (Q1-Q2)

Samsung:

Samsung remained the largest smartphone brand during the first two quarters of 2020 based on the number of its total global shipments. While its number of shipments was considerably lower during the first two quarters of 2020 as compared to the same period last year, it was still higher than the other brands. The main reason behind the decline in shipments was that the core markets of Samsung were struggling to emerge from the effects of the pandemic. Its core markets like the USA, India, Europe, and LATAM. Due to the extended lockdowns in these market regions, the company experienced a decline of 29% YoY in its sales during the second quarter.

Huawei:

Based on the number of shipments, Huawei was the largest smartphone brand during the second quarter of 2020. It continued to push for growth in the Chinese market and surpassed Samsung during the second quarter of 2020. Globally, its shipments declined by only 3% in the second quarter of 2020 as compared to the same period during the previous year. It experienced a growth of 11% YoY in China, which is Huawei’s Largest market. China was the first leading smartphone market to recover from the effects of Covid-19. It is also the world’s largest smartphone market. The overall impact on Huawei shipments of the pandemic was comparatively much less heavy as compared to Samsung or the other Chinese brands like Vivo, Oppo, or Xiaomi.

Apple:

Based on the number of shipments, Apple looks in the best shape in the first two quarters of 2020 compared to the same period last year. While Huawei shipped around 12 million fewer shipments in the first two quarters of 2020 compared to the same period in 2019, Samsung shipped around 35 million less. Apple shipped only 1 million fewer handsets in the first two quarters of 2020 compared to the same period last year. Apple’s number of shipments declined in the first quarter of 2020 compared to the same period last year but rose higher in the second quarter. During the first quarter of 2020, Apple shipped 40 million units compared to 42 million in the first quarter of 2019. However, during the second quarter of 2020, it shipped 37.5 million handsets compared to 36.5 million during the same quarter previous year.

Xiaomi:

Xiaomi was the fourth largest brand globally during the first two quarters of 2020. Compared to the same period the previous year, its shipments grew during the first quarter of 2020 but declined in the second quarter. However, the company experienced a growth in its market share despite the overall decline in sales of smartphones globally. Its market share during the first two quarters of 2020 was 10%. In the first two quarters of 2019, the market share of the company was 8% and 9% respectively.

Oppo:

Oppo was at the fifth position in the smartphone industry during the first and second quarters of 2020. The company has retained its market share during the pandemic. Oppo’s market share was the same as the previous year during the first two quarters of 2020. However, its shipments declined during the period compared to the previous year. According to counterpoint research, Oppo is also among the top five brands in the Indian market. The market share of Oppo was 8% and 9% respectively during the first two quarters of 2020 (same the first two quarters of the previous year). The company shipped 22.3 million smartphone units in the first quarter of 2020 compared to 25.7 million during the same period last year. In the second quarter, the company shipped 24.5 million units compared to 30.6 million units during the same period last year. Oppo is also among the top five brands in the Indian smartphone market where it retained a 9% market share during the second quarter of 2020 compared to 12% in the first quarter of the year.

Vivo:

Globally, Vivo remained in the sixth position during the second quarter of 2020 in terms of market share. Its market share in the global smartphone market remained the same as the previous year during the first two quarters of 2020. Vivo shipped 21.6 million units in the first quarter of the year compared to 23.9 million during the same period the previous year. In the second quarter of 2020, the company shipped 22.5 million units compared to 27 million during the same period in 2019. The market share of the company remained unchanged despite the drop in the number of total shipments worldwide. Its market share during the first two quarters of 2020 was 7% and 8% respectively; the same as the first two quarters of 2019.

Lenovo:

Lenovo also experienced a severe decline in the number of shipments worldwide during the first two quarters of 2020. Its market share in the first quarter of 2020 was 2% compared to 3% during the same period in the previous year. In the second quarter, however, the company’s market share jumped to 3% which was the same as the second quarter during the previous year. Lenovo shipped 5.9 million units in the first quarter of 2020 compared to 9.5 million during the same period in the previous year. In the second quarter of 2020, Lenovo’s global shipments jumped to 7.5 million compared to 9.5 million during the same period in the previous year. The company experienced a decline in its shipments of around 21% during the second quarter of 2020 compared to the same period in the previous year.

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store