Festive Season Looms: Smartphone Brands Brace for Sales Hurdles

Smartphone brands are preparing for a potentially difficult festive season, with industry sources indicating that boosting sales will be a significant challenge. Several brands are facing the issue of excess stock carried over from the initial months of 2025, compounded by retailers’ reluctance to increase their inventory. To counter this, brands are resorting to methods like offering discounts on older smartphone models and expediting the release of new devices to attract consumer interest. A sales executive revealed substantial stock accumulation in the first half of 2025, creating pressure to reduce the surplus. Retailers are cautious about stocking up further because they still have remaining stock from the previous year. Xiaomi is also facing challenges in attracting in-store promoters due to intense competition. Realme is focused on widening its distribution network, targeting key regions. Transsion is also working to reduce its inventory.