In the second half of 2019, Huawei surpasses Samsung in Russia even without Google services
It is an interesting case that deserves an analysis that of the Russian market where, in the second half of 2019, Huawei overtook Samsung and sat on the throne of leader in the smartphone sector. If you look at the entire calendar year, Samsung still maintains a mini-leadership which, at these rates, however, is likely to fade in the coming weeks.
In the second half of 2019, in fact, Huawei distributed 5.4 million smartphones in Russia, with an impressive +145 percent compared to 2.2 million pieces sold in the second half of 2018.
The relationship reveals it Omdia, Smartphone Market Report – Russia – H1 2019. Huawei’s share reached 31.7% in the third quarter and 29.3% in the fourth, allowing the Shenzhen-based company to outperform Samsung, the market leader until then.
In the second half of last year Huawei shipped 600,000 more units than its rival Samsung.
Honor the reason for Huawei’s success
Prior to 2017, the dominant smartphone brands in the Russian market were Samsung and Apple. Huawei entered 2015 and, in the past two years, has increased its market share exponentially in the country, surpassing first Apple in the fourth quarter of 2018 and then Samsung in the second half of 2019.
Most of Huawei’s sales in the Russian market (very price sensitive) are represented by low-cost devices and with the Honor brand. More than half of Huawei’s sales are in fact made with the Honor 7, Honor 8 and Huawei Y models. Just to understand, the flagship models of the P and Mate series are responsible for less than 10 percent of sales.
No Google, no problem
But the real secret of Huawei’s success on the Russian market would be attributable, again according to Omdia, to the absolute lack of interest of the Russians in Google Services. As known, following the registration of Huawei in the black list of companies that cannot have commercial relations with US companies, the Chinese manufacturer has lost the opportunity to integrate Google Mobile Services into its new phones. A problem that seems not to touch Putin’s subjects too much.
Many do not care, for others it is important to be able to have them in case of need even on an older phone: but for all the presence of GMS does not seem a particularly attractive purchase motivation.
A fundamental difference compared to other Western European markets. Another unique feature of the Russian market is the widespread adoption of domestic mobile apps.
All these reasons pushed the sales of Huawei devices, allowing the Chinese brand to recover from the drop in sales suffered in the second quarter of 2019, after the announcement of the ban imposed by the United States.
The smartphone market in Russia grew double-digit in 2019 thanks to the sale of 34 million smartphones and an increase of 12% on an annual basis. A stable economy, a lively replacement market and the wide variety of models at medium-low prices have fueled the growth of the sector.
Samsung resists …
If you look at the whole of 2019, Samsung still holds in first position for the second consecutive year, with a share of 27.8. The South Korean company has shipped 9.5 million smartphones, its best ever result in the Russian market.
Huawei follows a gluing with a market share of 26 percent, up from 18 percent in 2018.
Apple it is in third place, although its market share has decreased for the second consecutive year, from 21.9 percent in 2017 to 19.5 percent in 2018 and 13.4 percent in 2019. Prices too high and lack of a wider range of mid-range causes of discede.
Xiaomi it is in fourth place, with 4.1 million units shipped, and goes from 4.3 percent in the fourth quarter of 2018 to 12 percent in the fourth quarter of 2019, approaching Apple dangerously.
With the growing sales of Huawei and Xiaomi, the combined share of Chinese brands in Russia grew to 48.8 percent in 2019, compared to 40 percent in 2018.