Xiaomi has become the second-largest smartphone brand in the world in terms of unit shipment. The Chinese phone maker has overtaken US company Apple to retain the second spot for the first time in Q2 2021.
Xiaomi oversaw a stunning performance during the COVID-19 pandemic in its cost-friendly phones segment. Due to this, the Chinese smartphone giant has grabbed the second position as per the data between April-June of 2021. At the moment, Xiaomi trials just behind Samsung while Apple is pushed to the third.
According to Canalys, Xiaomi’s shipment grew more than 300 percent in South America, and 150 percent in Africa. Similarly, the phone maker achieved another 50 percent growth in Western Europe. Canalys says Xiaomi wants to increase the sales of its premium segment such as Mi 11 Ultra in the coming days to lead the tally at the number one position.
Meanwhile, Samsung sits atop with 19 percent market share, while Xiaomi is closing in on the gap with 17 percent. Samsung had strong sales due to the better flagship phones like Galaxy S21 Ultra and the Galaxy A & M series actually maintained its top position. The report also suggests Xiaomi could dethrone Samsung with its mid-premium phones such as Note 10 and Mi series smartphones.
As per the latest data, Apple is sunk to the third spot with a 14 percent market share. Though the iPhone 12 series went well, it could not boost its position well. Oppo and Vivo each boast 10 percent market growth. However, they pale in comparison to Xiaomi’s 83 percent in Q2 2020.
“Xiaomi is growing its overseas business rapidly. For example, its shipments increased more than 300 percent in Latin America, 150 percent in Africa, and 50 percent in Western Europe,” said Canalys Research Manager Ben Stanton.
“As it grows, it evolves. It is now transforming its business model from challenger to incumbent, with initiatives such as channel partner consolidation and more careful management of older stock in the open market,” Stanton said in a statement late on Thursday.
He says Xiaomi’s priority this year is to grow sales of its high-end phones such as Mi 11 Ultra. But he adds, it will be tough as Vivo and OPPO also share the same goals.
“All vendors are fighting hard to secure component supply amid global shortages. But Xiaomi already has its sights set on the next prize: displacing Samsung to become the world’s largest vendor,” Stanton noted.
Xiaomi has benefitted from the downturn of domestic rival Huawei following the US ban on its sales. But it will face stiff competition from Vivo, OPPO, and other brands which are stepping up their game in smartphones.
It will be interesting to see if Xiaomi could hold its position in the next quarters. The Chinese smartphone giant closely trails behind Samsung and faces contests from Vivo, OPPO, and others. Let’s see how Xiaomi’s fate grows in the upcoming months of 2021.