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Strategy Analytics: Xiaomi conquers the first position in Europe in Q2 2021



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Strategy Analytics: Xiaomi conquers the first position in Europe in Q2 2021


Strategy Analytics has released its quarterly report on the European smartphone market and the news is one that leaves its mark. Xiaomi managed to overtake Samsung in 1st place in sales with 25.3% market share.

Boris Metodiev, Associate Director of Strategy Analytics said the European market saw a strong growth quarter thanks to the recovery from COVID-19. Xiaomi’s success is based on huge sales in Russia, Ukraine, Spain and Italy, where customers “want the Mi and Redmi series because they are smartphones full of features and value”.

Samsung is the only company in the Top 5 to ship fewer devices than last year and Neil Mawston, executive director, revealed that this is due to growing competition from Apple in the high-end market and from Chinese suppliers in the low-end scene. . It also failed to capitalize on Huawei’s demise, but found new outlets with 5G models, thanks to the Galaxy A series.

Apple posted excellent results because fans were “late to replace their devices” and the iPhone 12 series hit the spot with them. Realme is now in the top 5 manufacturers in Europe as well, its fantastic second quarter being attributed to the Realme 8 series.