Xiaomi reached number one in the coveted European smartphone market during the second quarter of 2021, counting the sales volume. It was the first time that the Chinese brand of Lei Jun achieved such a feat thanks to remarkable growth.
Indeed, the company led the market with a share of more than 25%, surpassing the traditional leader, Samsung, thus relegated to second place. In third place is Apple, with OPPO in fourth place and its Realme in fifth place.
Europe now belongs to Xiaomi – Q2 2021
The data was published today (3) by the market analysis agency. Strategy Analysis, showing us the new balance of forces in Europe. Without any trace of Huawei, it is now up to Xiaomi, OPPO, and Realme to challenge established brands.
Xiaomi surpassed Apple and Samsung in Europe
Something that Xiaomi did with particular mastery, according to the report of StrategyAnalytics, registering an annual growth of 67.1%. This means that compared to the second quarter of 2020, Xiaomi increased the volume of smartphones sold by more than 67%.
Chinese brands were the fastest growing in Europe
In total, manufacturers sold a total of 50 million smartphones during the three months that make up the second quarter of the year: April, May and June.
According to Strategy Analytics, these numbers are due to the economic recovery in Europe, as well as increased demand for mobile devices with support for fifth generation (5G) mobile networks. In addition, the aging of current smartphones in circulation will also have contributed to this new cycle of mobile device renewal.
According to Boris Metodiev, Director of Strategy Analytics, “The European smartphone market had a strong quarter driven by recovery from the crisis imposed by the COVID 19 pandemic. It was strong growth after the ‘crash’ of 2020. Highlights This quarter is the Xiaomi. For the first time this brand reached number one with about 13 million smartphones sold on this continent, displacing the traditional leader, Samsung. “
Also according to the executive in question “Xiaomi had great success in Russia, Ukraine, Spain, Italy and other markets where it found new consumers eager for its products. In fact, especially for the Redmi and Mi range, rich in features and with great value for money “, concludes Metodiev.
Europe is increasingly owned by China-based manufacturers. Look at Samsung’s 7% year-on-year decline, with the South Korean giant losing first place to Xiaomi, which posted 67% growth.
On the other hand, competition from Apple has also contributed to eroding some of Samsung’s market share. Take the 16% annual growth of the Cupertino giant mainly attributed to the success of the Apple iPhone 12 generation. In the quarter in question, Apple sold about 10 million units.