Chinese brands such as OnePlus, Oppo and especially Xiaomi are gaining popularity with European smartphone buyers. This is evident from a market study by the specialized bureau Counterpoint. The South Korean Samsung remains by far the best-selling brand.
Samsung accounts for 32 percent of European smartphone sales, versus 28 percent for perennial rival Apple (iPhone). But the most interesting developments are underway just below the big two. The new market report confirms the global downturn of the Chinese brand Huawei, which also recently sold its budget brand Honor.
Chinese brands on the rise
The gap left by Huawei is completely taken up by fellow countrymen. The worldwide advancing Xiaomi (from Beijing), after an annual growth of 73 percent, is now good for a market share of 18 percent, making it the number three in the European smartphone market. Xiaomi is even the most popular brand in Spain, leaving Samsung and Apple behind.
Oppo, OnePlus and RealMe, three smartphone makers from the Shenzhen region, show even greater European growth figures for Xiaomi. In the rear, fellow countryman Vivo is also on the rise.
“The first quarter of 2021 was a textbook example of the intensely competitive nature of the European smartphone market,” said Counterpoint director Jan Stryjak in an explanation. “In January, Apple was the clear leader after its most successful device launch ever (the iPhone 12). Samsung rebounded in February thanks to strong sales of its latest flagship Galaxy S21 series and popular Galaxy A series. And then Xiaomi reached its highest ever market share in Europe in March thanks to the launch of its own flagship Mi11 devices. Oppo, OnePlus, Realme and Vivo also continue to grow strongly, with most launching new models this quarter. ”