Total smartphone sales from July to September 2025 in Southeast Asia reached 25.6 million units, down slightly compared to the same period last year.
Samsung leads the region with 4.6 million units and accounts for 18% of the market share, thanks to its product portfolio leaning towards the high-end segment in markets with higher average selling prices (ASP) such as Thailand, Vietnam and Malaysia. This has helped offset the growth of competitors in more price-sensitive markets such as Indonesia and the Philippines.
Sharing the leading position is Transsion with 4.6 million units and accounting for 18% of the market share, maintaining its position with modest growth compared to the same period last year. Transsion owns familiar subsidiaries such as Tecno, Infinix and Itel.
Xiaomi took third place with 4.3 million units and accounted for 17% of the market share, thanks to the Poco line with more than double the shipments compared to the same period last year after introducing new low-cost phone models.
Oppo ranked fourth with 3.8 million units and accounted for 15% of the market share, reflecting a significant decline every year due to weaker demand and adjustments to distribution channels.
Vivo ranked 5th with 2.9 million units sold, accounting for 11% of the market share, thanks to new Y products supplementing the V mid-range product line. In general, the market is still under a lot of pressure, with the total amount of factory goods slightly decreased compared to the same period last year.
"The fluctuations in low-cost smartphone sales are becoming increasingly uncontrollable, but it is still the main determining factor for market leadership.
Brands such as Oppo and Vivo are now prioritizing value over sales, while Honor and Xiaomi are focusing on boosting sales to expand brand coverage. A notable example is Honor's X6c, with expanded distribution channel coverage, which has helped boost sales, helping Honor more than double sales in the third quarter of 2024".
According to experts, due to increased production material costs, it will put great pressure on low-cost smartphone models. The impact in the final period of 2025 will be especially obvious in Southeast Asia, when more than 60% of smartphones are shipped at prices below 200 USD.
To manage increased costs, suppliers will need to balance competitive pricing with difficult options such as price adjustment, reducing hardware costs or narrowing marketing scale to protect profit margins.
