Chinese smartphone maker Xiaomi continues to experience solid growth. After overtaking Apple as the world’s second-largest smartphone provider in the second quarter of 2021, it has now become Europe’s best-selling for the first time, according to new data from Strategy Analytics.
Xiaomi overtook Samsung to take the top spot in Europe, with 12.7 million phones shipped in the second quarter, up 67.1% year-on-year. Samsung’s shipments fell 7% over the same period to 12 million units, although the Korean company remains the largest phone provider in the world.
Overall smartphone shipments in Europe increased in 2021 thanks to the post-COVID recovery, say the researchers at Strategy Analytics, with Apple also showing decent growth. The iPhone maker was up 15.7% from 2021 thanks to strong interest in the iPhone 12.
Xiaomi’s attention to valorand, nevertheless, it seems to have helped to broaden its appeal in Europe. “Xiaomi has found great success in Russia, Ukraine, Spain and Italy, among others, and has found customers eager for its Mi and Redmi series of feature-rich and valuable smartphones”, said Boris Metodiev, associate director of Strategy Analytics, in a press release.
Xiaomi takes advantage of it with Huawei out of the game
Xiaomi’s growth has also been assisted by the demise of Huawei, which continues to leave the European market after its phones lost access to Android and Google services in 2019.
In reviews of Xiaomi hardware reviews, looking at the company’s flagship Mi 11, many were impressed by the value of the phone. “It costs less than the $ 799 Galaxy S21 in markets where it is sold, but in many ways has more in common with the $ 1,199 S21 Ultra”, noted one reviewer. “My biggest conclusion from the Mi 11 is that Samsung is lucky that Xiaomi doesn’t sell phones in the US.”
Perhaps, bolstered by its success in Europe, Xiaomi now will consider an invasion of the United States.