Honor Posts 61% SEA Sales Growth as Q2 Smartphone Shipments Drop 15%

1 articles · Updated · HC Newsroom · Aug 24

Counterpoint said Honor was Southeast Asia's fastest-growing phone brand in Q2 2026, with sales up 61% year over year despite not making the region's top five by market share.
Retail expansion, better product availability and tighter portfolio management drove that outperformance, helping Honor gain traction even as weak demand and higher memory and component costs squeezed the market.
SEA smartphone shipments fell 15% from a year earlier in Q2—the steepest drop since Q1 2023—while Samsung led with a 23% share and was the only top-ranked brand to post growth, at 6%.
Counterpoint expects pressure to persist in the second half, with brands likely to stay selective on inventory and prioritize mid-to-premium models and profit over shipment volume.