Forefront|Marketing agency: Xiaomi tops Russia's 2020Q4 online sales champion, Huawei falls out of the top three

Forefront|Marketing agency: Xiaomi tops Russia’s 2020Q4 online sales champion, Huawei falls out of the top three

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The market research firm Counterpoint recently released a report showing that in the fourth quarter of 2020, Xiaomi has become Russia’s most online mobile phone brand.

According to the report, Xiaomi surpassed Samsung this quarter, leading online sales with a market share of 31%; Samsung dropped one place compared to the previous quarter, ranking second; Apple successfully squeezed into the top three with the iPhone 12 series.

In contrast, Huawei’s market share has fallen to 14.8%, ranking only fourth, compared with 31.2% in the same period last year. At the same time, Realme’s online sales channel surpassed OPPO, becoming Russia’s fifth largest smartphone brand.

Source: Counterpoint

In the fourth quarter, online smartphone sales accounted for 35% of Russia’s total sales, while at the end of 2019, the online market share was only 15.7%. The epidemic has greatly changed the buying habits of Russians. In the past three quarters, the online sales of smartphones accounted for more than 30%, and the chain showed a growth trend, which means that the penetration rate of online channels may increase in the future rising.

Analyst Soumen Mandal said that 5G mobile phones have also begun to spread across online channels. Compared with the third quarter, shipments in the fourth quarter have almost doubled. This growth was mainly driven by the iPhone 12 series, Honor 30, Honor 30S and Xiaomi Mi 10T.

In terms of price, the average selling price of smartphones in the fourth quarter increased by 8% year-on-year to US$258 (equivalent to approximately RMB 1,660), and Redmi Note 9, Redmi 9 and Redmi 9A are the most shipped phones.

In addition, despite the economic downturn, people’s love for high-end smartphones continues. Apple firmly occupies the 5G market, and models such as iPhone 12 and iPhone 12 Pro Max are very popular.

After the split from Huawei, Honor may also occupy a place in Russia in the future. Facing the future, Huawei plans to introduce more than 40 different categories of products to the Russian market in 2021, including desktop computers, monitors and smart glasses, to diversify its business in Russia.

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