Xiaomi Is Now #1 Smartphone Vendor in Europe, Pushes Samsung to Second Spot in Q2 2021
It’s a sensation - Xiaomi has emerged as the number one smartphone vendor in Europe, as revealed by Strategy Analytics. The Chinese company has surpassed Samsung in the smartphone shipment volume in Q2 2021 to become the market leader. According to Strategy Analytics data, smartphone shipments in Europe increased 14% year-to-year to reach 50.1 million units in the period. Apple, Oppo, and Realme are all on the top-five sellers list, precisely in that order, following the leaders - Xiaomi and Samsung.
The analytical company reports that Xiaomi shipped a record number of smartphones in Europe in Q2 2021. 12.7 million units brought its market share up to 25.3%. The firm cites a high demand for Xiaomi products in a number of countries, including Russia, Spain, Ukraine, and Italy.
Also, Xiaomi sales kept growing globally, not just on the European market. Recent IDC demonstrates that the Beijing-based firm surpassed Apple and is now second in Q2 global smartphone shipments.
Samsung, on the other hand, unlike Xiaomi, is decelerating, with sales declining 7% year-on-year to just 12 million units in Q2 2021. The South Korean giant, however, is still going strong in Asia, with a 24% share of the market.
“Samsung is performing well with new 5G models from the Galaxy A series, but it faces increasing competition from Apple in the high-end and the Chinese vendors in the low-end, and it has failed to take full advantage of Huawei's demise in Europe,” claims Strategy Analytics.
Apple came third on the top-five vendor list, right after Samsung. The iPhone maker saw 15.7% year-on-year growth in Europe this quarter. The shipment forecast of 9.6 million units helped the company secure a 19.2% share of the market. Presumably, the iPhone 12 series attracted regional Apple fans, who wished to switch to cutting-edge models.
The two remaining players on the list are Oppo and Realme. Oppo exhibited a powerful 180% year-on-year increase, while its sibling firm Realme received an incredible year-on-year growth of 1,800%. However, both companies couldn’t secure a double-digit share of the European market.
Strategy Analytics informs that Oppo has a 5.6% share with 2.8 million unit shipments, while Realme is up to 1.9 million units, which brings it a 3.8% share.
Top five smartphone vendors in Europe in Q2 2021 (as per Strategy Analytics)
Smartphone vendor |
Shipments (million) |
Market share | Year-on-Year 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% |
Overall, smartphone shipments in Europe declined from 59.1 million units in the first quarter to 50.1 million. The shipment drop also reduced the year-on-year growth from 24% to 14% and led to a negative quarter-on-quarter growth of -15%.
Source