Xiaomi has reclaimed its position as the leading smartphone brand in Southeast Asia, according to new data from market research firm Canalys. The company last held the top spot in the region in the second quarter of 2021, marking a four-year gap before this comeback.
Xiaomi leads the market with strong Redmi sales
In the second quarter of 2025, Xiaomi shipped 4.7 million smartphones across nine Southeast Asian countries, securing a 19% market share. The brand’s performance was mainly driven by its popular Redmi series, which continues to attract price-conscious consumers seeking competitive features.
Close behind was Transsion, the company behind brands such as Tecno and Infinix, which shipped 4.5 million units for an 18% market share. Samsung ranked third with 4.3 million units sold, benefitting from increased demand for its 5G-capable Galaxy A-series models, including the Galaxy A06 5G and Galaxy A16 5G, particularly in Vietnam and Singapore.
OPPO, excluding its OnePlus brand, took fourth place with 3.5 million units shipped, representing a 14% market share. However, this figure marked a 19% year-on-year decline compared with the same quarter in 2024. Vivo came in fifth with 2.8 million units, but sales declined by 21% year-over-year.
Honor also stood out despite holding only a 5% market share. The brand shipped 1 million units, representing a remarkable 121% increase from the same period last year.
Market conditions shaping Q2 2025 smartphone sales
Canalys noted that Xiaomi’s reported figures include sales of its sub-brand Poco, whereas OPPO’s total does not include those of OnePlus. Such distinctions can have a notable effect when comparing market shares.
The Southeast Asian market in Q2 2025 covered shipments to Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand and Vietnam. These countries remain highly competitive battlegrounds for smartphone makers, with affordability, performance and brand loyalty playing critical roles in consumer decisions.
Industry analysts highlighted the growing influence of online retail, particularly the role of TikTok Shop in driving smartphone sales. The platform has developed close ties with electronics manufacturers, offering new avenues for direct marketing and consumer engagement.
E-commerce and aggressive promotions drive growth
Strong partnerships between smartphone brands and major e-commerce platforms such as Shopee and Lazada have further shaped the competitive landscape in Southeast Asia. These retailers have supported brands through substantial discounts, subsidies and advertising campaigns, helping drive sales volumes.
With more consumers in the region seeking affordable devices that offer advanced features, brands have intensified their promotional efforts, especially for budget and mid-range models. This strategy has proven effective for Xiaomi, whose Redmi and Poco lines offer a compelling balance of performance and value.
Looking ahead, analysts suggest that market positions could shift again as brands prepare for upcoming product launches and adjust their marketing strategies in response to changing consumer habits. For now, Xiaomi’s return to the top highlights the brand’s resilience and ability to adapt in a rapidly evolving market.
