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According to MTS, in just nine months, Xiaomi has become the leader in tablet sales in the Russian Federation, overtaking Samsung in real terms. In financial terms, the leader has remained unchanged. Apple, but Xiaomi is lagging behind by 3%. According to market participants, the tablet segment continues to grow for the second year in a row, for the first time since 2020, thanks to the increased functionality of devices that are now completely replacing laptops.
From January to September 2024, 2 million tablets worth 41.5 billion rubles were sold in Russia, which is 32% and 31% more than in the same period in 2023, MTS told Kommersant. In their opinion, the South Korean company Samsung has lost its leadership, and Xiaomi is now the best-selling tablet with a share of 15% (9% in 2023). Samsung's market share this year fell by 5% in terms of units, dropping to 3rd place with a market share of 10%. Huawei took second place with 14%, and its market share and position remained unchanged. In monetary terms, Apple is still the leader (21% versus 31% a year ago), but Xiaomi has significantly narrowed the gap, and now the company holds 18% of the market share in monetary terms (compared to 11% a year ago). % in 2023). Samsung has 15% (19% a year ago).
Similar data is provided by M.Video-Eldorado. According to their data, the top five best-selling devices include Huawei, Honor, Samsung, Redmi, and Apple. In monetary terms – Apple, Samsung, Huawei, Honor, Xiaomi.
The tablet market began to grow in 2023 due to increased functionality, Kommersant reported in early 2024 (see Kommersant, January 15). Then demand increased by 32% in detail and 30% in currency. Market participants noted that the market is growing for the first time since 2020. According to MTS analysts, functionality will become the main driver of demand growth for tablets in 2024. "These devices are starting to approach laptops in terms of characteristics and can completely replace them."
Independent analyst Alexander Surkov said that Xiaomi's large-scale entry into the Russian budget tablet market has increased Xiaomi's share both quantitatively and financially. 3dNews reported that in early April 2024, Xiaomi released the Redmi Pad Pro tablet with a 12.1-inch diagonal. Prices in electronics stores start at 25,000 rubles. For comparison, Apple's latest iPad, the iPad Pro with an M4 processor, has an 11-inch diagonal and costs 180,000 rubles. The Chinese company also outpaced Samsung in direct cooperation with Russian distributors when supplying products to the Russian Federation. "Huawei's share has not changed because its devices are more expensive, and users do not yet fully trust the Harmony OS operating system," Mr. Surkov emphasizes.
Samsung has been losing market share since its decision to stop shipping in early 2022, according to Marvel distribution representatives.
"Samsung's tablet market share in 2021 was 29% in units, and now it is around 10%. "Samsung products are sold through parallel imports, but in smaller quantities," he added. Apple's revenue share has almost halved in three years, from 40% to 21.8%. The retailer stressed: "If Apple and other Western manufacturers do not change their approach, other brands could become leaders next year."
Mr. Surkov added that tablet sales are unlikely to decline, as the devices are used for a variety of purposes: from viewing content and taking notes to gaming and design. In his opinion, Xiaomi will not be able to catch up with Apple in monetary terms, even taking into account the lack of official supplies and some functions that are not blocked in the Russian Federation. "Until Xiaomi releases premium tablets in the Russian Federation, users of high-end devices will buy Apple or Samsung, and the share of other Chinese companies, such as Realme, Tecno and Infinix, will increase due to functions similar to Xiaomi." I predict.