This archive report was first published on 31 August 2021.
Published on August 31, 2021, new figures from Strategy Analytics show that Xiaomi's steady growth has led to it overtaking Apple as the number two vendor in the world in the second quarter of 2021.
According to Strategy Analytics, Xiaomi has now become the top seller in Europe for the first time, with 12.7 million phones shipped in Q2 2021, a 67.1% year-on-year increase.
This achievement comes despite a tough year for the industry in 2020, with the COVID-19 pandemic decreasing demand and lockdowns causing supply-chain issues.
At the beginning of 2021, Xiaomi had the lowest share of smartphone sales in Europe, at just 17.3%. However, by the end of the second quarter, Xiaomi had leapfrogged both Samsung and Apple, with a 27.2% share of smartphone sales in June.
“Xiaomi's rise in Q2 2021, while opportunistic, was just the latest evidence of the brand's rising influence in Europe,” said Rex Pascal, an editor at Trading Platforms.
One of the main reasons for Xiaomi's remarkable growth is its focus on value, offering devices with high-performance chipsets at very affordable prices.
“Xiaomi has seen great success in Russia, Ukraine, Spain, and Italy among others and found customers eager for its Mi and Redmi series of feature-rich, value smartphones,” said Boris Metodiev, Associate Director at Strategy Analytics.
As Xiaomi continues to grow and compete with the big players in the market, it may push the industry towards innovation and fair prices, ultimately benefiting consumers.
