OPPO's Market Share Declines in the Smartphone Market: A Dilemma Between Value and Volume

Wed, 25 Feb 2026, 15:43 WIB | By indrastuti | Source: MEDIA_INDONESIA | Business

After being ranked 4th in the global smartphone market in 2023, OPPO is now facing a decline in its performance in the following years. In 2025, OPPO’s global market share decreased compared to its competitors.

Unlike Apple, which recorded its highest annual volume, or Xiaomi, which experienced growth and expanded its product line into the premium segment through the POCO series, OPPO had to drop to 5th place, behind vivo, in the global smartphone market.

Although OPPO saw growth in the fourth quarter of 2025, the first half of the year remained challenging for OPPO with the launch of the new A6x model. OPPO experienced a 3% decrease compared to the previous year.

The same trend occurred in OPPO’s position in the Southeast Asian smartphone market. Research from Omdia shows that the smartphone market in the region experienced a decline in the third quarter of 2025.

In the smartphone market in the region, Samsung leads with a market share of 18%. Meanwhile, OPPO had to settle for 4th place with a market share of 15%, which is seen as reflecting weakening demand and problems in the distribution channel.

Omdia’s research also explains that OPPO and vivo prioritize value over volume, while HONOR and Xiaomi focus on increasing volume to expand their product sales.

Although overall, 2025 was a positive year for most smartphone brands, challenges will increase in the following year.

According to Runar Bjorhovde, a Senior Analyst at Omdia, smartphone vendors must be able to effectively manage pressure points in the supply chain and sales channels.

The Research Manager at Omdia, Le Xuan Chiew, also stated that to gain market share, the main focus of each vendor should remain on customers by understanding the most effective way to acquire customers and optimize partnerships.

OPPO appears to be implementing a strategy to improve its position in the global smartphone market in 2026. Some observers say that the profits earned by OPPO are still stable with the presence of OPPO’s flagship phones.

Recently, OPPO has released flagship products, such as the OPPO Reno15 Pro Max 5G, OPPO Find X9 Pro, and OPPO Find N5, which add to the diversity of the foldable phone market.

These flagship products are a strategy that allows the brand to generate profits. However, OPPO still needs to refine its market strategy for the entry-level models it releases.

In addition, OPPO can also increase its position in the global market through Realme, which has been under OPPO since 2026. OPPO is expected to gain volume and market strength that will help it compete for a higher position in the global market.

Currently, OPPO’s market share in Indonesia is in 3rd place, with its biggest competitors being the smartphone products under TRANSSION and Xiaomi.

Source: Omdia, OPPO

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