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Lenovo and Xiaomi pushed out of top five smartphone brands

Global smartphone sales figures for Q1 2016 are out, and it hasn't been a great start to the year for Lenovo and Xiaomi. Both vendors have lost their sports as the fourth- and fifth-largest smartphone makers, conceding to Oppo and Vivo.

From IDC senior research manager Melissa Chau:

Along China's maturing smartphone adoption curve, the companies most aligned with growth are those with products serving increasingly sophisticated consumers. Lenovo benefited with ASPs below US$150 in 2013, and Xiaomi picked up the mantle with ASPs below US$200 in 2014 and 2015. Now Huawei, OPPO, and vivo, which play mainly in the sub-US$250 range, are positioned for a strong 2016.

IDC says that Oppo netted over 18.5 million shipments in Q1 2016, a YoY growth of 153.2% that now sees the vendor in fourth place with a market share of 5.5%. With 14.3 million shipments and a YoY growth of 123.8%, Vivo clinched the fifth spot. Both Chinese manufacturers have set up a robust distribution network in emerging markets, catering to lower-tier cities. As the Chinese market is getting saturated, brands are looking to India for future growth. Both Oppo and Vivo have made large strides in the country this year, setting up manufacturing facilities and a strong retail presence.

Meanwhile, Samsung has maintained its lead as the number one smartphone vendor with 81.9 million shipments accounting for a market share of 24.5%, a minor decrease from the 24.6% the vendor registered during the same period last year. Apple is in second place with 51.2 million shipments, down from 61.2 million managed in Q1 2015. The decrease sees the vendor's market share decline from 18.3% to 15.3%.

Huawei is in third place with 27.5 million shipments and an 8.2% market share, with a YoY increase of 58.4%.

Harish Jonnalagadda
Senior Editor - Asia

Harish Jonnalagadda is a Senior Editor overseeing Asia at Android Central. He leads the site's coverage of Chinese phone brands, contributing to reviews, features, and buying guides. He also writes about storage servers, audio products, and the semiconductor industry. Contact him on Twitter at @chunkynerd.

14 Comments
  • Oppo and Vivo have something that Xiaomi lacks, actual offline market presence. When I was in China there was plenty of Oppo and Vivo billboards and dedicated phone spaces. You knew exactly who they were. Couldn't say the same for Xiaomi that relies too much on online word of mouth and flash sales.
  • This.
    Xiaomi is more popular in India than the other two but they are very bad in availability with all their one-second-and-its-over flash sales and never making the higher storage model available. They would sell so much more phones in India if only their phones are available to purchase at all times. And going online-only route is not exactly good in India where a majority of the population still buys phones at the local shops. I know it helps lower the costs but going the offline route would only increase their sales IMO Posted via the Android Central App
  • TBH, I feel like Lenovo hasn't released something interesting in quite a while. I rarely hear of them, nor have I heard of them launching a new phone that grabs the attention of people (I don't think the Lemon 3 counts). As for Xiaomi, well, Zig261 echoes what I think.
  • Lenovo released last year's Motorola phones. I wouldn't say that they're completely irrelevant.
  • 'I wouldn't say that they're completely irrelevant.' They might be, if their customer support doesn't improve ...
  • This means the competition is heating up but having said that, in the UK I've yet to see any Oppo or Vivo being sold in "regular" shops.
  • they are probably targeting the emerging markets like india 1st.
  • Huawei and Lenovo (via Motorola) are the only Chinese manufacturers to have a physical retail store presence here in UK.
  • I'd like to see blu move up into this conversation. Posted via the Android Central App
  • pretty much impossible since they just rebrand Gionee phones
  • Huawei is taking over ;) They said they will, seems like they are!
  • I don't believe this study, I think they must be focusing on how brands from a certain market are doing globally. There is simply no way (none whatsoever, none "on god's green earth" as someone twice my age might say) that Xiaomi has less than a 4% global share. They sold over 300million devices last year. I realize that a big part of their sals are non-smartphones, but it was still tens of millions, nearly 100million, of smartphones just in china. Meanwhile there aren't exact numbers I can find from vivo, but at quartz I saw an article that said they were ~10% of the chinese market" and that is about 18% of the population .. roughly 24m people/phones. It's just no where near enough to compete with xiaomi. Something is definitely fishy with that report, I want to know what the snag is.
  • That the report does not confirm your thoughts does not invalidate the report. You need facts to do that not supposition. Posted from my Nokia 3310
  • I did not expect this. Looks like the delay in releasing the Mi5 hurt Xiaomi. Posted via the Android Central App