The Chinese smartphone manufacturer Xiaomi increased its smartphone sales in Europe by 67.1 percent within one year. With 12.7 million units, Xiaomi took the top position in smartphone deliveries in Europe in the second quarter of 2021 – ahead of Samsung, Apple and Oppo. This is the result of a market analysis by the market research company Strategy Analytics on Monday.
Xiaomi could according to the Strategy Analytics market report deliver around 12.7 million smartphones in Europe in the second quarter of 2021, 67.1 percent more than in the second quarter of 2020 and achieve a market share of 25.3 percent. Xiaomi benefited above all from the high demand in Russia, Ukraine, Spain and Italy. With the Xiaomi Mi and Redmi series, the manufacturer has well-equipped, yet inexpensive smartphones in its portfolio, according to the reason for the rapid rise of Xiaomi on the European market. The analysis company Canalys had already certified Xiaomi a global smartphone market share of 17 percent and thus second place in mid-July.
Samsung is falling behind
Samsung’s smartphone division, on the other hand, had to give up. It lost 7 percent within a year, sold around 12 million units and now has a market share of 24 percent. Although the new 5G smartphone models of the A-series from Samsung are doing well, the group is facing fierce competition in the high-end area from Apple’s iPhones and the low-cost models from Chinese providers in the lower smartphone segment. According to Strategy Analytics, Samsung has not been able to fill the gap left by Huawei after its decline in Europe due to the US sanctions.
In contrast, Apple grew by 15.7 percent, the company shipped around 9.6 million iPhones and is third with a market share of 19.2 percent in Europe. The reason is the continued success of the iPhone 12 models. Buyers would continue to swap their 4G iPhones for a 5G model, which has led to the increase.
|
manufacturer |
Devices (million) |
Market share (%) |
Y-to-Y growth (%) |
|
Xiaomi |
12,7 |
25,3 |
+ 67,1 |
|
Samsung |
12,0 |
24,0 |
– 7,0 |
|
Apple |
9,6 |
19,2 |
+ 15,7 |
|
Oppo |
2,8 |
5,6 |
+ 180,0 |
|
Realme |
1,9 |
3,8 |
+ 1800,0 |
|
Others |
11,1 |
22,2 |
– 20,1 |
|
total |
50,1 |
100,0 |
+ 14,4 |
Chinese smartphone manufacturers on the rise
Things also went well for the Chinese electronics manufacturer Oppo, which grew 180 percent year-on-year, achieved a market share of 5.6 percent with smartphones from the A and Reno series and sold 2.8 million units. Within a year, Oppo increased by 180 percent. Oppo has expanded its distribution in Europe in recent years.
The top 5 is completed by the Chinese smartphone manufacturer Realme, whose Realme 8 series smartphones were well received by European buyers and achieved a market share of 3.8 percent with a growth of 1800 percent over the same period. Strategy Analytics assumes that Realme has sold around 1.9 million devices.
Overall, smartphone deliveries rose by 14 percent year-on-year to 50.1 million. After the effects of the 2020 Covid-19 pandemic on the smartphone market, there was a recovery.
(olb)
