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Chinese smartphone brands Oppo and Vivo, which together captured 22% of India’s smartphone market in just about a year, reported sales fall for the first time in July even as some online-only brands such as Xiaomi entered the offline retail space.
Sales of Oppo and Vivo declined 30% in July and they continue to remain down this month,
Their fall came even as the Indian smartphone market grew by around 8% in July as per initial estimates.
The Chinese owners of Oppo and Vivo have sent Chinese expats into the market along with Indian executives to talk to distributors in every state to take stock of the situation.
Trade executives attributed the sudden reversal of fortune for Oppo and Vivo, which focused on brick-and-mortar trade along with aggressive marketing spends, to offline foray of online-focused brands led by Xiaomi, the country’s second largest smartphone brand after Samsung.
Xiaomi has become extremely aggressive in physical stores, started branding in stores and has even started advertising in media and outdoor hoardings for the first time that has exerted pressure.