Bustling phone market in the first days of the new year
In 2025, the scale of the Vietnamese smartphone market reached more than 4 billion USD (according to Statista) and the number of smartphone users is estimated at over 79 million people. With a young population and high technology literacy rate, the Vietnamese smartphone market has great development potential.
The Vietnamese smartphone market is still in a stable phase but the growth rate is slowing compared to the previous period. The market has not exploded strongly but continues to develop stably thanks to the expanding middle class, increased income and steady increase in smartphone demand," Ms. Anh Hong - Communications Director of 24hStore system shared with Lao Dong.
Right in the early days of 2026, a series of manufacturers launched new product lines to heat up the market. Vivo has launched the Vivo Y31d model, a new smartphone of the Y series, continuing to pursue the direction of developing durable, stable devices, optimized for the long-term usage needs of general users, with a price of over 8 million VND.
Oppo also launched the main product line Oppo Reno15 series, focusing on AI features, portrait photography, targeting Gen Z customers, with prices from 11.9 to 19.9 million VND. Also in January 2026, Xiaomi introduced the Redmi 15 series, with a wide product range, priced from 5.9 to 12.9 million VND...
Previously, at the end of 2025, Motorola returned to the Vietnamese market with 5 new smartphone models, from mid-range to near-high-end prices, helping consumers have more choices. According to Lao Dong's research, in the near future Huawei will also bring one of its high-end smartphone models to Vietnam, creating attractive competitiveness for the market.
Motorola's return to Vietnam creates a brand revival effect, attracting loyal users who used to love the company. With Huawei, they will bring high-end smartphones back to Vietnam, this line is expected to run EMUI on Android, instead of HarmonyOS domestically from China. This contributes to diversifying the flagship Android high-end segment, especially folding phones, increasing competitiveness with Samsung, Apple and other brands," Ms. Anh Hong analyzed.
Smartphone selling prices will increase
According to market research company Counterpoint Research, the average global smartphone selling price will increase by over 6.9% in 2026, due to a shortage of memory chips (DRAM) and important components. Therefore, manufacturers are forced to shift increased costs to consumers, leading to higher retail prices.
We record input component costs, especially semiconductor chips, which create pressure on product prices. This trend has been shown right on the market when new smartphone lines such as Redmi Note 15 series or Oppo Reno15 series have listed prices higher than the previous generation.
This is a necessary adjustment for manufacturers to balance production costs in the context that chips are increasingly integrating many new technologies such as AI, image processing and performance optimization," said a representative of Di Dong Viet.
According to Ms. Anh Hong, the high-end and flagship segments have the strongest potential for price increases, due to the proportion of high-value components and import costs. The mid-range - general segment is also under pressure, but components are less expensive, so prices increase relatively slightly.
According to experts' assessment, besides the trending price increase, the Vietnamese smartphone market will have differentiation in two main groups.In the flagship segment, users are willing to pay higher to upgrade new technology experiences, especially AI, cameras and performance.This is also a product group that recorded stable growth in the system during major shopping seasons.
In the mid-range segment, playing the foundational role of the market with a large number of customers, users prioritize products that well meet basic usage needs at reasonable costs.
