Economy Struggles: How Chinese Smartphone Sellers Boost Sales

Jakarta, CNBC Indonesia - Consumer purchasing power has significantly declined recently as the US dollar strengthened to Rp17,750, driving up prices for several goods. For electronic products, the pressure from the US dollar’s strength coupled with a RAM shortage crisis has prompted smartphone and laptop manufacturers to adjust prices.

Honor Indonesia has its own strategies to attract consumers amid the sluggish economy. Aryo Meidianto Aji, Head of Public Relations at PT Trinova Digital Indonesia, Honor’s distributor in Indonesia, explained that consumers often inquire about what they receive when purchasing a device. Additionally, consumers consider what gifts or benefits they gain when buying a device. Honor Indonesia has introduced several promotions to stimulate purchases.

‘For example, Mayday Pay is one such initiative designed to encourage customers to purchase devices quickly within a limited timeframe,’ he said during an interview at the Honor Experience Store in Jakarta on Monday, 25 May 2026.

He did not deny the phenomenon of declining purchasing power. However, sales performance also depends on many factors, such as smartphone store locations. For instance, stores located in malls may see weaker purchasing power as mall footfall has declined. ‘However, we can still rely on roadside stores, as we mainly partner with Erafone. Erafone’s roadside outlets are actually driving the most sales, as people are increasingly avoiding malls for shopping,’ he added.

Aryo also stressed that the company is working to keep device prices stable amid current economic challenges and the RAM crisis. In the same interview, he noted that Honor has been focusing more on tablets than other devices, with sales trends showing a rise in tablet purchases over recent years. This is partly due to storage price increases severely impacting the laptop industry. At around Rp5 million, consumers cannot get a laptop with adequate specifications compared to tablets.

Honor also has a laptop line, but it is not as extensive as its tablet range. Tablet sales have increased by 30-40% since the RAM price hike issue emerged. ‘Tablet sales may have risen by around 30-40% compared to laptops due to the price issue,’ he explained.