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| Xiaomi is the first in Europe for the first time |
Chinese smartphone maker Xiaomi has continued its steady growth, overtaking Samsung in the second quarter to become the first in Europe.
This makes the company the best-selling product in Europe for the first time. This is based on new data from market research firm Strategy Analytics.
This is after Apple overtook Apple in the second quarter of 2021 to become the second largest smartphone in the world.
Xiaomi shipped 12.7 million out of 50 million mobile phones in the second quarter, up 67.1% year on year. The European market share is 25.3%.
During the same period, Samsung's shipments fell 7% to 12 million units. But this South Korean company is still the largest seller of mobile phones in the world.
Strategy Analytics researchers said total smartphone shipments to Europe increased in 2021 due to the coronavirus recovery.
Apple also saw good growth. Given the intense interest in the iPhone 12, the iPhone maker is up 15.7% from 2021.
However, Xiaomi's value orientation appears to help increase its appeal in Europe.
Xiaomi outperforms Samsung in Europe
“The highlight of this quarter was that Xiaomi became number one in sales for the first time,” said Boris Mitodiev, Vice President of Strategy Analytics, in a statement. Its delivery to the African continent approached nearly 13 million units, replacing the long-time market leader Samsung.
He added, “Xiaomi has been very successful in countries like Russia, Ukraine, Spain and Italy. It has also found raving customers because of its feature-rich Mi and Redmi series smartphones and their value.
Xiaomi's growth has also benefited from the demise of Huawei, which also pulled out of the European market after mobile phones failed to access Android and Google services in 2019.
Realme succeeded in Q2 2021 with smartphone shipments increasing by 1800% annually.
The company became the fifth largest in Europe with a share of 3.8% and delivered about 1.9 million units to the market. Oppo has shipped 2.8 million devices and ranks fourth with 5.6%.