According to research from market research company Canalys, in the second quarter of 2025, 25 million smartphones were sold in Southeast Asia, down 1% compared to the same period in 2024.
Xiaomi regained the lead for the first time since the second quarter of 2021, shipping 4.7 million units, accounting for 19% of the market share. Xiaomi has an increase of 8% over the same period last year, thanks to Redmi sales.
Transsion, the owner of a series of sub-smartphone brands such as Infinix, Tecno and Itel, ranked 2nd in the region, shipped 4.5 million units, up 17% over the same period last year and accounting for 18% of the market share.
The giant Samsung ranked third with 4.3 million smartphones sold and accounted for 17% of the market share, down 3% compared to the same period last year, although the demand for its 5G-enabled devices has increased in markets such as Vietnam and Singapore.
Oppo (excluding OnePlus) ranked fourth with 3.5 million units sold from April to June 2025, accounting for 14% of the market share. Compared to the same period in 2024, the number of units sold by Oppo has decreased quite significantly (800,000 units), due to fierce competition in the low-cost segment.
Vivo ranked fifth with 2.8 million units sold and accounted for 11% of the market share, down 21% over the same period last year in the context of a strategy shifting towards improving profits.
According to Canalys's research director Le Xuan Chiew, Xiaomi's business results in the second quarter of 2025 are positive thanks to expanding direct sales channels to consumers and network operators, creating a solid foundation to expand sub brands.
According to expert Sheng Win Chow, making a difference in the mass market segment is a big challenge for smartphone manufacturers. Xiaomi and Transsion lead in the low-cost segment by offering competitive prices compared to competitors, in addition to other incentives.
