How second wave, eCommerce delivered twin blows to offline smartphone retail in 2021

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Sales in metro cities recover fast from second wave while tier 2 and 3 cities struggle

Popularity of smartphones in sub 15K price range soars but smartphones in over 25K range stagnate

Vivo, followed by Oppo, top offline smartphone market share

The second pandemic wave in Q2 2021 (Apr-Jun 2021) and the growing popularity of online retail dealt twin blows to offline smartphone retail in 2021. While metros recovered fast from the second pandemic wave, overtaking Q1 (Jan-Mar) sales in Q4 (Oct-Dec), both in value and volume, tier 2 and 3 cities lagged behind. More smartphone users bought devices in the sub 15K price category, with the 25K category failing to grow. Vivo, followed by Xiaomi, were the top brands by value and volume at MBOs across India. These and other insights were released by PredictiVu, a data analytics firm that tracks the offline smartphone market across 50 cities in India, in their annual MBO Smartphone India Overview Report 2021. The annual report tracks offline smartphone retails in the top 50 cities across India from January to December 2021.

Offline smartphone retail volume fell 54% in Q2 as a result of the pandemic-led restrictions, rising 19% and 30% in Q3 and Q4 respectively. However, Q4 2021 remained 28% below Q1 volume. Similarly, offline retail value dipped 57% in Q2, recovering 23% and 35% in Q3 (Jul-Sep) and Q4. But the last quarter of 2021 ended 28% below Q1 in value terms. Image Source : PREDICTIVU INSIGHTS Offline Smartphone Retail Market – 2021. Among smartphone brands, Vivo continued to lead offline smartphone retail at multi-brand outlets with 29% share by value and 27% by volume. Oppo took second place with a 21% share by volume. This was […]

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