Chinese smartphone makers are gaining more ground in the Middle East and Southeast Asia, according to the latest figures by Canalys, South China Morning Post reported.
Middle East: Strong Growth for Transsion, Xiaomi, and Honor
In the Middle East, Chinese brands Transsion, Xiaomi and Honor experienced significant growth in 2024, securing the second, third, and fifth positions in the regional market (excluding Turkey).
Transsion, a Shenzhen-based budget handset manufacturer renowned for its dominance in Africa, saw a 9% increase in shipments, reaching 8.3 million units and capturing 17% of the market.
Xiaomi, headquartered in Beijing, recorded an impressive 33% surge, shipping 8.1 million units, also holding 17% market share. Honor, a Huawei spin-off, achieved the most substantial growth with a 67% increase, shipping 3.2 million units in 2024.
Honor’s 30% growth in Q4 was driven by aggressive product launches and regional expansion, including the opening of seven experience stores in the UAE and new market entries in Oman and Qatar, according to Canalys analyst Manish Pravinkumar.
The Middle East’s overall smartphone market grew by 14% in 2024, double the pace of global shipment growth. Despite a slight decline in market share, Samsung remained the market leader, shipping 14.1 million units with a 30% share, down from 34% in 2023. Meanwhile, Apple’s market share dropped from 13% to 11%, with 5.3 million units shipped in the region.
Southeast Asia: Oppo Leads the Market
Chinese brands also continued their expansion in Southeast Asia, with Oppo taking the top spot in the region for the first time, securing an 18% market share. Oppo’s shipments grew by 14% annually, reaching 16.9 million units across Southeast Asia. The brand also claimed the No. 1 position in Thailand and Vietnam. Samsung slipped to second place, with a 17% market share after shipments fell 9% to 16.6 million units.
Chinese manufacturers dominated the top four rankings in the region, with Transsion, Xiaomi, and Vivo following Samsung closely, holding 16%, 16%, and 13% market shares, respectively.
“Oppo’s strong performance in 2024 reflects its success in product calibration and high-end investments,” said Canalys analyst Le Xuan Chiew.
Chinese Brands Expand Globally Amid Domestic Competition
Chinese smartphone makers are intensifying their global expansion efforts as competition heats up in their domestic market, fueled by Huawei’s resurgence. Huawei’s 2024 shipments in China surged 37% to 46 million units, bolstered by its new home-grown chip introduced in 2023. Vivo led the Chinese market, followed by Huawei, Apple, Oppo, and Honor.
Several Chinese smartphone brands have outlined ambitious overseas expansion plans for 2025. Honor aims to enter Indonesia, Southeast Asia’s largest economy, to cater to the growing demand for premium handsets. The company plans to launch over 30 new products, including smartphones and wearables, and open more than 10 experience stores across the country.
