Xiaomi overtakes Samsung in Europe

Tram Ho

According to the latest data from market research firm Strategy Analytics, smartphone maker Xiaomi has officially surpassed Samsung in smartphone sales over the past 12 months in Europe, the Middle East and Africa markets. (EMEA).

The report shows that Xiaomi shipped 12.7 million devices in the EMEA region in the second quarter of 2021, up 67.1% year-on-year and accounting for 25.3% of the region’s market share.

Strategy Analytics points to strong sales growth in Russia, Ukraine, Spain and Italy as the reason for Xiaomi’s success with its diverse and low-cost product lines like Mi and Redmi in these regions.

Xiaomi vượt mặt Samsung ở châu Âu - Ảnh 1.

Xiaomi has not yet surpassed Samsung in the global market, but has surpassed it in the EMEA region.

In the EMEA region, Samsung’s sales fell 7% year-on-year to 12 million units but still accounted for 24% of the market.

The Korean electronics giant grew sales thanks to the mid-range Galaxy A series equipped with 5G chips, but faced fierce competition from Apple in the high-end lines.

Apple holds the third position in the EMEA region with 9.6 million devices or 19.2% market share. Followed by the Oppo and Realme brands are both Chinese. In particular, Realme’s market share increased sharply because Huawei’s phone brand withdrew because of the US ban.

In summary, the EMEA region has 50.1 million units sold in the second quarter of 2021, up 14.4% over the same period in 2020.

Samsung is forecasted to soon reverse the situation in the second half of 2021 thanks to new product lines such as Galaxy Z Flip 3 or Z Fold 3, which may be announced at the Galaxy Unpacked event on August 11 here.

Earlier, another report by Omdia showed that Xiaomi is the second largest smartphone manufacturer in the world (overtaking Apple) and only lost to Samsung in the second quarter of 2021.

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Source : Genk