The quarterly report of the Strategy Analytics revealed that, after overcoming the Apple In the global mobile phone market, Xiaomi now surpasses Samsung in the European market. This is the first time that the Chinese company has held this leadership and reinforces impressions such as seen in may, when the Chinese were already showing great growth in Europe, even with the abrupt fall of Huawei.

Xiaomi surpasses Samsung with a 25,3% share of the smartphone market in the region, with 12,7 million phones sold in the second quarter, an increase of 67,1% year-on-year. Samsung's sales fell 7% in the same period, totaling 12 million units and a share of 24% of the market of smartphones in Europe. Although it is the only company in the Top 5 to sell fewer devices, the Korean company remains the largest supplier of phones in the world.

Recovery in times of pandemic

Overall smartphone shipments in the European market increased in 2021, following disruptions caused by Covid-19 in 2020. The strong results now are driven by a continued economic recovery, healthy demand from consumers with older devices and attractively priced 5G devices.

Samsung is doing well with its new 5G Galaxy A series models, but it faces increasing competition da Apple in the high-end and Chinese suppliers in the low-end. The Apple, in third place, also showed a decent result. Apple grew 15,7% compared to 2021, thanks to the great interest of consumers in the iPhone 12. With this, the American company now participates in 19,2% of the European market.

Xiaomi's focus on value, however, appears to have helped broaden its appeal in Europe, to the point where it has surpassed Apple and Samsung. “Xiaomi has enjoyed great success in Russia, Ukraine, Spain and Italy, among others, and has found customers eager for its Mi and Redmi series of value-for-money, feature-rich smartphones,” said Boris Methodiev, associate director at Strategy Analytics. Xiaomi's growth has also been helped by the demise of Huawei, which continues to abandon the European market after its phones lost access to Android and Google services in 2019.

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