After Samsung, it's Xiaomi's turn to establish itself as the leading firm in smartphone sales in Europe.

While the Chinese company was already able to overtake Apple as the world's second-largest smartphone seller in the second quarter of 2021, now it has become the top smartphone maker in Europe for the very first time, according to a study by Strategy Analytics.

12.7 million phones shipped in Q2

If Samsung was the clear leader in Europe until now, Xiaomi has managed to make its mark by selling 12.7 million smartphones in the second quarter, operating moreover an increase of 67.1% compared to the same period of 2020. 

Thanks to this expansion of the Chinese company, Samsung is relegated to second place, since its sales have fallen by 7% compared to last year, with 12 million units sold in the period. A counter-performance that can be explained in part by the poor sales of the latest flagship range, the Samsung Galaxy S21 . 

Xiaomi on the verge of becoming the global market leader?

This European rise of Xiaomi could well be a precursor of what's to come. The manufacturer has been achieving record sales figures for several quarters in a row now, so it's quite possible that its dominance will be asserted in Europe and extend to the whole world.

This incredible success can be explained by the company's unique pricing policy, which generally offers a better quality/price ratio than its high-end competitors (Samsung, Apple), while at the same time charging lower margins.

The slow descent of Huawei, the undisputed leader of the Chinese smartphone a few years ago, has also played a big role in the growing popularity of Xiaomi over the quarters. Now it remains to be seen where this rise will end...

Source : clubic.com