- Tram Ho
Xiaomi Group has filled the gap left by Huawei from the European market, Southeast Asia to China. Xiaomi is aiming to provide high-end utility functions but at a lower price than its competitors.
According to market research organization Counterpoint Research, in June, no company globally sold more phones than Xiaomi. In the second quarter, Xiaomi also overtook Apple to hold the No. 2 position in the world for the first time.
In Europe, Xiaomi takes the top spot, with its market share almost doubling to 24% year-over-year. In price-sensitive markets like Spain, in the second quarter, two out of every five phones sold were made by Xiaomi. The company is also a leading supplier in Denmark, Belgium, Ukraine and Russia.
Xiaomi CEO Lei Jun is quite open about the company’s ambitions. He said he would put Xiaomi firmly in second place, then dethrone Samsung within three years to become the world’s largest smartphone seller.
At an event in Beijing in early August, Mr. Lei said: “We have risen to the top of the European market and become number one. This is the first time a Chinese company has achieved this.” He is also confident that becoming the world’s No. 1 supplier is within the company’s reach.
Xiaomi has revived after years of stalled growth. In 2013, Xiaomi was China’s top phone company, until it was overtaken by a wave of rivals, including Huawei. Like Huawei, Xiaomi was also briefly placed on a financial blacklist by the Trump administration earlier this year. But the company has successfully fought the move.
Xiaomi’s rise is the product of Huawei’s demise. Just a year ago, Huawei was the world’s largest smartphone maker after capturing a fifth of the global smartphone market. However, waves of US sanctions have cut off Huawei from the supply of vital computer chips and software. With that, its second-quarter sales fell more than 80% from a year earlier.
In tandem with the recent push into high-end devices, Xiaomi remains a price-focused brand. For example, according to Counterpoint analyst Neil Shah’s comparison, Xiaomi’s Mill Ultra is on par with Samsung’s top-end Galaxy S21 model in terms of features, but Xiaomi’s device is about $400 cheaper. He said, Xiaomi is gradually reaching the level of Samsung.
Nguồn bài viết : Genk