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Xiaomi Surpasses Samsung For Europe’s Smartphone Shipment In 2021

Chinese Smartphone company Xiaomi has now surpassed Samsung, leveraging on its last quarter shipment figures. The company was the number two smartphone vendor globally, for the second quarter of 2021.


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A recent report from Strategy Analytics confirms that the Chinese smartphone maker has overtaken Samsung in Europe for smartphone shipment.




A historic moment for Xiaomi, as it now holds 25% of the European market share. It grew its shipment more than 14% year on year to a value of 50 million units.

Boris Metodiev, Associate Director at Strategy Analytics, said:

“The European markets for smartphones had a strong quarter driven by Covid recovery, following the crash in 2020. 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.”

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On the other hand, Samsung performed poorly in shipments, caused by the global pandemic and supply constraints.

Neil Mawston, Executive Director at Strategy Analytics, said: “Samsung shipments dropped -7% YoY in Europe resulting in shipments of 12M units in Q2 2021.”

“Samsung is performing well with new 5G models from the Galaxy A series, but it faces increasing competition from Apple in the high-end and the Chinese vendors in the low-end, and it failed to take advantage of Huawei’s demise in Europe”.

In close third is Apple, the company’s iPhone 12 series helped its shipments, also fueling its leadership in the 5G market.

Xiaomi smartphones are well received by customers, providing 5G connectivity in budget smartphones. Samsung will have to keep its supply constraints in check to reclaim its position.



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