Strategy Analytics: Xiaomi tops European Smartphone Shipments for the first time!

For European Smartphone Shipments in Q2 2021, Xiaomi has risen on top for the very first time!

File photo: Redmi Note 10 5G

"Strong quarter driver by COVID recovery"

Following a market crash last 2020, it seems that smartphone brands are posting a strong quarter. In Strategy Analytics' latest research, Xiaomi topped all vendors with a total of 25 percent market share for Q2 2021! This is attributed to the European Smartphone Shipments' 14 percent YoY (year-over-year) growth translating to 50 million units.

The highlight of the quarter is Xiaomi emerging as the number one vendor in shipment terms for the first time. Xiaomi shipped almost 13 million units on the continent to displace longtime leader Samsung. 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. 

Meanwhile, Samsung has dropped negative 7 percent YoY in Europe shipments. Although the brand's 5G and Galaxy A series are performing well, the descend could be due to its increasing competition from Apple, this is according to Neil Mawston, Executive Director at Strategy Analytics. He also added, "it [Samsung] failed to take advantage of Huawei's demise in Europe."

Strategy Analytics Q2 2021 Europe Smartphone Shipments market share

Apple, on the other hand, has posted a strong quarter with a growing 16 percent YoY. This means the brand is shipping almost 10M units in Q2 2021 across Europe. 

The iPhone 12 series continues to resonate with loyal Apple customers who were overdue to replace their devices, Linda Sui, Senior Director noted. 

Sui has also added that "OPPO (not including Realme and OnePlus) captured almost a 6 percent market share on the back of the popular OPPO A and Reno series. Rounding out the European top 5, Realme had a breakthrough quarter with the newly launched Realme 8 series, shipping almost 2m units in Q2 2021."

Congratulations, Xiaomi!

Source: Strategy Analytics