The No. 1 Chinese brand in the smartphone market in the Middle East is not listed in China
February 2024 – The Middle East market (excluding Turkey) bucked the trend with 42.5 million units sold in 2023, up 11% against the trend, making it one of the best-performing regions, according to a report released by research firm Canalys.
With a total population of more than 500 million and a large young consumer base, the Middle East is an ideal platform for the development of the digital economy, and there is a strong demand for consumer electronics. Naturally, this is a must for major manufacturers, and the competition is fierce, with the top five Chinese brands occupying three of the spots.
Glory, which ranked fifth, became the biggest laggard, with sales reaching 1.9 million units last year, a 156% year-on-year increase; The market share was 5%, with an annual growth rate of 3 percentage points. Since becoming independent from Huawei on November 17, 2020, Honor has undergone three years of transformation, not only topping the list of China's smartphone market and foldable screen market, but also growing at a rate of more than 200% in overseas markets.
In 2022, Honor restarted sales in foreign markets, first entering about 20 countries in Europe, the Middle East, and Latin America. In the Middle East, thanks to its initial distribution and channel relationship with Huawei, Honor quickly gained a foothold, launching the XA XB series and the flagship Magic 5 Pro, which performed well.
Last summer, Honor became the world's largest gaming and esports festival"Gamers8: Hero Continent"The official smartphone partner of the world. Hosted by the Saudi Esports Association (SEF), the tournament has a total prize fund of 45 million yuan, making it the biggest prize in the history of esports. The brand's presence in the Middle East was further strengthened through various forms of broadcasts, social ** promotions and product presentations at the competition venues.
Source**: Khalijah Times.
Thanks to the best-selling iPhone 15 series, Apple's sales increased by 13% year-on-year to 5.6 million units, and its position in the high-end smartphone market in the Middle East remains unassailable. In addition to brand appeal, Apple also launched in the Saudi market"Buy now, pay later"and other flexible purchase methods, which further stimulates the user's willingness to buy.
Xiaomi (which includes Redmi and Poco) came in third with 6.1 million units sold, up 13% from the previous year, with the most prominent models including the Redmi 12c. Diversified models, innovative marketing strategies, and the establishment of online and offline channels are the keys to its success.
Last year, the company focused on expanding its offline business and increased the number of stores at leading retailer Sharaf DG from the initial four to 12. At the end of April last year, they also opened the largest store in the Middle East at over 610 square meters in the Dubai Mall, which is also their largest store outside of the Chinese and Indian markets.
Transsion, which includes Tecno, Infinix and ITEL, was another laggard in the Middle East's smartphone market last year, with annual sales up 47% to 7.6 million units and a 5 percentage point increase in market share to 18%, becoming the leader in the sub-$200 market.
Transsion was born in Shenzhen, and its products are mainly sold to emerging markets such as Asia, Africa and Latin America, and are not sold in the domestic market. Last year, the company sold 92.6 million smartphones, up 8% from the previous year, making it one of the top five companies in the world. In addition to maintaining its leading position in the African market, Saudi Arabia, Iraq, Pakistan, Bangladesh, the Philippines and other markets also saw the highest sales volumes.
Samsung remained in first place, but shipments fell 6% year-over-year to 14.5 million units, with a market share of 34%, down 6 percentage points. Samsung's wide range of products covers a wide range of consumer needs, from high-end flagships to low-to-mid-end markets, with the upgraded Galaxy M-series and Galaxy A-series 5G phones being the best-sellers.
Write at the end. The smartphone market in the Middle East will continue to grow in 2024, and the booming tourism industry will be one of the major drivers of the market's growth. It's worth noting that in addition to the brands mentioned above, realme, OPPO, vivo, and Motorola also performed well. Last year, Motorola saw a 49% increase in shipments and established significant retail partnerships with Lulu in the UAE and XTRA in Saudi Arabia.