OnePlus cemented its position as the market leader in the Indian premium smartphone segment with 33% of the market share, as per the Counterpoint’s Market Monitor Service for 2019. The company registered record shipments, becoming the first-ever premium smartphone brand surpassing 2 million shipments in a year in India.
Speaking on the brand’s achievement, Pete Lau, Founder and CEO, OnePlus shared, “2019 has been a remarkable year for us at OnePlus. Every milestone we have achieved strengthened our pursuit for excellence in technology. With continuing our focus on building product innovation and community, we will remain dedicated towards creating burdenless and best-in-class user experience.
This latest development is a testament that our approach is resonating well with our community in India. As we step into the new decade, we are excited to explore new tech innovations and re-define user experience for our community”.
With its strengthened market leadership in 2019, the brand witnessed its OnePlus 7 device emerge as the number one premium smartphone model in 2019. Similarly, the performance of the OnePlus 7 Pro drove the brand’s ultra-premium smartphone shipments. The contribution of OnePlus’ ultra-premium segment to overall OnePlus portfolio grew to a whopping 25% in 2019, from only 2% in 2018.
Karn Chauhan, Research Analyst, Counterpoint Research, shared, “OnePlus’ ongoing retail expansion in India can be attributed to the increased sales volumes. Its recent partnerships with renowned retail distributors, as well as successfully extending its unique premium brand experience to retail customers through OnePlus Experience Centers, have played a crucial role in its growth.
A predominant factor for OnePlus’ growing success also boils down to its ability to drive product innovation consistently with an effective pricing strategy. The brand also continues to enjoy strong word of mouth communication from existing users, which also led the brand to have over 5 million strong community in India alone, a substantial number for a premium tech brand.”
Overall, the premium smartphone segment in India registered its highest ever recorded shipments this year, with significant contribution from the OnePlus as a brand. The segment grew 29% in the year. Similarly, the ultra-premium segment (>INR 45,000) emerged as the fastest-growing segment with 63% YoY growth, with OnePlus contributing incremental double-digit growth to it.