From Ssmartphones sold in 2021, Xiaomi came second in sales in Greece, but the arrival new "players" in the market, will shuffle the deck more than this year
ΤThe interest of more and more large mobile phone manufacturers is gathering in Greece, with the new data predicting that the domestic smartphone market could cease to be a "game for few" in the near future.
The new arrivals are numerous and are combined with a strengthening of the presence of the already established manufacturers but also with a change in the behavior of users, who are spending more and more money to buy a device.
This results in sales moving up in terms of the value of devices sold, but slowing down in terms of units sold, as many users upgraded their mobile phones amid the pandemic crisis. The fall in the number of devices sold and the rise in the value of devices sold is already being felt, according to market players. But it could bring additional rearrangements, due to inflationary pressures, shortages of raw materials and also obstacles in transport.
Let us remember that last year we were sold in our country about 1,9 million devices, 6,5% more than 1,784 million. devices sold the 2020. At the same time, however, the value of the devices sold reached 630 million, recording more than 20% increase in relation to 523 million euros in 2020.
Of these devices sold in 2021, the lion's share was sold by Samsung, gathering it 39% of the Greek market, followed by Xiaomi, with market share 36%, Apple with market share 10%, The Realme and Huaweii which gathered the 3% of the purchase of the sold devices and h TCL-Alcatel with a market share of its class 2,5%.
However, the corresponding top five based on the value of the devices sold was a little different. Although the primacy was maintained by Samsung by gathering the 39% of the market, in second place was Apple which by selling it 10% of all devices managed to collect it 31% of the total turnover of smartphones. Xiaomi followed by bringing it together 25% of the value of the devices sold and the five were closed by realme and TCL-Alcatel with their shares in terms of value ranging between 3% and 2,5% respectively.
The new arrivals
Of course, the above shares could change significantly, beginning in 2022, given the appearance of two new large manufacturers in the domestic market, which globally gather a large share of the pie. The reason for the Oppo and Vivo, which are placed on their shelves from this year Greek retailers and draw up plans through their Greek office to strengthen their presence.
Let's remember that she is making her debut in our country from Monday, the Oppo, the second largest player in the Chinese market and the fourth largest player globally in terms of devices sold. The Chinese company is starting with three new smartphones – the Reno7 Lite 5G and A96, which are included in the low and middle class, but also the famous flagship of the Chinese company, Find the X5 Pro, which belongs to the premium devices both in terms of features and price. Its goal is, however, as its executives pointed out in a recent presentation, to create a complete device portfolio until first quarter of 2023, bringing both smartphones that are launched in the international market and at the same time, as well as other smart devices that it has in its portfolio.
It should be noted that the advent of Oppo in the Greek market was rumored for the last two years, however, the corona virus and the arrhythmias it brought to the availability and deliveries of the devices temporarily postponed its plans. Now, having proceeded to establish a local office and having secured its stock, its products will be available through the Smart for All distributor from all major retailers (Kotsovolos, Plaisio, Public, Media Markt, Germanos, Electro Net, Euronics, Welcom Stores, You.gr) and from the telecommunications companies (Cosmote, Vodafone, Wind), while the after-sales service undertakes the Smartec.
In fact, its plans for our country are not limited to the Greek market since its Greek office Oppo will be the headquarters of the company for another ten countries in the wider Balkan region, such as Croatian (which will also be the first country from the next wave of launches), Cyprus, Slovenia, Serbia, Bulgaria etc. With the help of the Greek office, the company will initially aim to increase it brand awareness of in Balkan market and in the gradual expansion of its shares, so as to potentially approach the shares it registers at an international level.
Η Oppo of course, it is not the only new brand that invites consumers to discover it. I was present in Greece, he said a few weeks ago and the Vivo, one of the leading companies worldwide which in 2021 managed to gather a market share of around 9%, in the 60 markets in which it operates. It should be noted that the Vivo owns the first place in the Chinese market in terms of units sold, while in the case of 5G smartphones amounts to 12,9% worldwide.
The start in the Greek market will be made with four devices which are aimed at the young audience and belong to the entry and midrange layers of the market. The reason for the V23 and Y76 two models that support 5G and in the case of Europe they cost over 300 euros as well as for the cheapest ones Y33s and Y01, whose price ranges from 140 to 180 euros in other European countries.
Then, of course, its range Vivo it will be further enriched, with the information stating very soon it will recommend to Greek users the first one as well high end its device, which will offer high technological innovation at a price of more than 1.000 euro. The available devices may be further enriched if one considers that its goal Vivo is to win it 10% of the Greek smartphone market, the next two years.
The other players and the challenges
The aforementioned arrivals are expected to trigger competition in the Greek market, which in recent years has been characterized by intense concentration given that the 90% of sold packagesn goes to 4 manufacturers while worldwide 5 manufacturers gather share of his class 70%.
Even if Samsung and Apple maintain their high rates and their lead in premium class of devices, given that they have now consolidated their position in the minds of consumers, in the other positions of the golden five we could see reversals either due to Oppo and Vivo or because of the other manufacturers who "they are already sharpening their swords» about the battle. The latter include Xiaomi and realme two companies that have made their presence felt in our country in recent years by greatly expanding their share, then the gap left by Huawei As well as Honor and TCL.
Competition, however, may become more intense, following the appreciations observed in energy and basic goods, which shrink household disposable income.
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