Overview:

• Demand declines in July; Shipments recover as Samsung rebounds
  • Demand declined month on month in July. China slowed down after the temporary recovery in June. US and LATAM also declined due to seasonality. Southeast Asia also remained slow because of the pandemic. India grew marginally, driven by promotions in online channels and continued post-COVID pent up demand. 
  • Sell-in rebounded as Samsung’s supply in Vietnam was restored after being hit by lockdowns in June. Shipments in the US also grew as OEMs filled channels before back-to-school promotions. Sell-in could have been higher if it was not for the component shortages.
• Samsung Regains top spot in July; HONOR Recovers; OnePlus enters top 5 in the US
  • Samsung regained its top position in July as shipments from Vietnamese factories were restored after lockdowns in June. However, shortages for A series devices were still seen in markets like the US. If supply is not impacted again due to lockdowns in Vietnam, Samsung’s share is likely to further increase in the coming months.
  • HONOR’s sales grew 26% month on month driven by its recovery in China, where it has become the fourth largest brand in July surpassing Apple. The HONOR 50, launched in June, based on a Qualcomm’s SoC, was the best-selling model for HONOR in July.
• Premium Segment Resilient; US$300 to US$599 share grows; Samsung regains top spot in US$100-US$199
  • The premium segment showed resilience even though Apple sales declined month-on-month. Samsung regained its lost share in July and is likely to further gain share in the premium segment as the momentum for Apple slows and the new Fold series becomes available following its high-profile launch and strong pre-orders.
  • The share for US$300 to US$599 price band grew in July as Samsung sales grew driven by the A52 and A72. OPPO also gained share within the segment driven by the launch of Reno 6 series in multiple markets outside China.
  • Within the US$100 – US$199 price band Samsung regained its top spot after losing it to Xiaomi in May. This was driven by the strong performance of the Galaxy A12, A02s and M12. The Galaxy A12 was the best-selling model for Samsung in July.

Key Takeaways: