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In the second quarter of 2025, the Southeast Asian smartphone market experienced a 1% year-on-year (YoY) decline, totaling 25 million units shipped. This decline was primarily attributed to uncertainty surrounding tariffs. Xiaomi reclaimed the top spot with shipments of 4.7 million units, capturing 19% of the market share. This success was fueled by robust sales of its Redmi series and effective channel expansion strategies. Trailing closely behind was Transsion, which shipped 4.5 million units, accounting for 18% of the market and achieving a 17% YoY growth. Samsung ranked third, shipping 4.3 million units and holding a 17% market share, despite a 3% YoY decline. OPPO came in fourth with 3.5 million units shipped, representing 14% of the market but suffering a significant 19% YoY drop. Vivo rounded out the top five with 2.8 million units shipped.
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