Three smartphone players – Xiaomi, Samsung and Realme – captured 57 percent of India's holiday sales volumes as smart phone sales in the Diwali The season (Oct. 9 – Nov. 8) grew 26% year-over-year (YoY) compared to the same period last year, according to a new report released Nov. 28.
According to "Market Pulse" from market research firm Counterpoint Research, this was fueled by e-commerce platform Amazon India and Flipkart's series of online sales and OEM promotions (such as Mi.com) that offered great discounts and EMI without charge in debit and credit cards.
Flipkart stood out due to the greater number of exclusives, while Amazon benefited from the launch of OnePlus 6T"Karn Chauhan, research analyst at Counterpoint Research, said in a statement.
While Xiaomi dominated the season with record performance, therefore, widening the gap with rivals, smart phone player Realme witnessed record performance for any new brand in India, becoming the second largest brand in electronic commerce channels.
"The top three smart phone brands, Xiaomi, Samsung, and Realme captured 57 percent of overall Diwali holiday season smart phone sales. Xiaomi widened the gap with Samsung, which still performed relatively well on channels outside online, with a 30 percent stake, "said Tarun Pathak. Associate Director, Counterpoint Research.
"Newly released player Realme had record performance for any new brand in India. Realme immediately captured 9 percent share jumping to third place in overall sales volume performance. Huawei had a strong performance in segment online, while Vivo performed extremely well on offline channels, "Pathak said.
Emerging brands such as OnePlus, Pocophone, Asus and HMD Nokia also recorded strong acceptance during the holiday season due to new releases before the holiday sale period. Meanwhile, Apple's new iPhones had a lukewarm response for their new and old iPhone models, "said Hanish Bhatia, Senior Analyst, Counterpoint Research.