Xiaomi has regained the crown in Southeast Asia’s smartphone market in Q2 2025 by combining aggressive product expansion, strategic channel growth, and targeted premium moves.
According to Canalys, part of Omdia, Xiaomi shipped 4.7 million units for a 19 percent market share — its highest since Q2 2021 — representing an 8 percent year-on-year rise. The growth was anchored in strong Redmi series demand and a wider channel footprint, particularly through direct-to-consumer platforms and operator partnerships, which broadened access beyond traditional retail.
Sub-brand POCO was a standout, with shipments more than doubling, while the premium Xiaomi 15 series grew 54 percent year on year, marking progress in shifting brand perception from budget-only to aspirational flagship, Research Manager Le Xuan Chiew at Canalys, part of Omdia, said.
Xiaomi leveraged emerging e-commerce opportunities, notably TikTok Shop, to move online-exclusive models, clear older stock through flash sales, and tap into live-selling engagement, supported by platform-led discounts and ad subsidies.
This blend of mass-market dominance, premium product momentum, and multi-channel agility enabled Xiaomi to outperform rivals in a market pressured by tariff uncertainty, currency volatility, and intensifying entry-level competition.
Southeast Asia’s smartphone market
Southeast Asia’s smartphone market slipped 1 percent year on year in Q2 2025 to 25 million units, as tariff uncertainty, supply chain realignments, and currency volatility weighed on consumer sentiment.
Xiaomi reclaimed the top spot for the first time since Q2 2021 with 4.7 million units and a 19 percent share, driven by strong Redmi sales, expanded operator and direct-to-consumer channels, and premium segment gains.
TRANSSION rose to second with 4.5 million units and 18 percent share, up 17 percent on the back of new entry-level models, while Samsung ranked third with 4.3 million units and 17 percent share, aided by demand for affordable 5G devices in Vietnam and Singapore.
OPPO fell 19 percent to 3.5 million units for a 14 percent share, and vivo declined 21 percent to 2.8 million units and 11 percent share despite strong growth in its V-series mid-range portfolio.
The quarter also saw TikTok Shop emerge as a new growth channel, enabling brands like Xiaomi and Infinix to boost sales of online-exclusive and older models through aggressive promotions and live-selling campaigns.
Top vendors
In Q2 2025, Indonesia’s smartphone market was led by Xiaomi with a 21 percent share, closely followed by TRANSSION at 20 percent, Samsung at 18 percent, OPPO at 14 percent, and vivo at 13 percent.
In the Philippines, TRANSSION dominated with 37 percent, ahead of Xiaomi at 17 percent, vivo at 10 percent, Samsung at 9 percent, and realme at 8 percent.
Thailand’s top vendor was OPPO with 22 percent, trailed by Samsung at 19 percent, Xiaomi at 18 percent, vivo at 14 percent, and Apple at 11 percent.
In Vietnam, Samsung led with 26 percent, followed by Apple at 20 percent, Xiaomi at 18 percent, OPPO at 16 percent, and vivo at 7 percent.
Malaysia saw Xiaomi in the lead with 20 percent, Samsung in second at 16 percent, and vivo, OPPO, and TRANSSION each holding 12 percent.
Baburajan Kizhakedath
