Chinese phone maker Oppo Thailand aims to maintain market leadership for smartphone units in the country for the first half of 2019, even as it shifts course to a luxury rebrand.
The company wants to focus more on the high-end segment after securing the middle and middle-high smartphone markets in Thailand late last year, said Chanon Jirayukul, executive vice-president of Oppo Thailand.
The fourth quarter of 2018 was the first time Oppo was the smartphone market leader in Thailand with a 22.2% market share, boasting 69.8% growth year-on-year amid a declining overall market.
South Korean-based Samsung fell to second with a 21.1% market share, with sell-in shipments dropping 36% year-on-year.
According to the latest report by Canalys, the top five smartphone vendors in the country in the fourth quarter last year based on sell-in shipments were Oppo and Samsung, followed by Huawei at 13%, Vivo 12.7%, and Apple 8.6%.
Total sales of smartphones in Thailand last year tallied 19 million units worth 150 billion baht. In 2018, the overall market dropped by 14% from the previous year because of no breakthrough technology, slowing consumption, and lower population growth.
Mr Chanon said Oppo has been growing firmly in Thailand during the past decade thanks to consumer response to its brand. The local market also has a better perception of Chinese brands.
"Unlike in the past decade, Chinese smartphone brands today receive a very good response from Thai consumers and Chinese brands are no longer seen as cheap devices, instead considered mid-level products in the global market," he said. Several Chinese brands proved they are an alternative for high-spec features, innovative-driven functions through their R&D and reliable service management, said Mr Chanon.
To maintain a leading position for unit sales in Thailand this year, he said Oppo plans to launch 10 models in Thailand starting from March. Three are flagship models, priced over 20,000 baht.
