The Asus Zenfones were not compact phones. They were almost exactly the same size as the regular iPhones and Galaxy S phones at the time (slightly narrower but thicker). And expecting them to sell well against those two is unreasonable.

https://www.gsmarena.com/asus_zenfone_9-11656.php

https://www.gsmarena.com/samsung_galaxy_s22_5g-11253.php

https://www.gsmarena.com/apple_iphone_14-11861.php