Europeans are losing interest in Xiaomi: the smartphone manufacturer is losing its feathers
Will Xiaomi’s soaring flight be followed by a crash? At least Europeans are slowly losing interest in the Chinese manufacturer’s smartphones, as new figures for the second quarter of 2022 show. At least Xiaomi can make decent gains in a European country. The reason is simple.
The European smartphone market shrank by 11 percent in the second quarter of 2022 compared to the previous year. According to market researchers from Counterpoint Research, the reasons for the decline are a deteriorating economic situation and political uncertainty. However, not every manufacturer is equally affected. Xiaomi is one of the big losers.
Xiaomi records severe losses in the European smartphone market
Xiaomi was only able to sell 7.5 million smartphones in Europe between April and June 2022 (Source: Counterpoint Research). Compared to the same period of the previous year, this is a steep decline of almost 40 percent. Accordingly, it was also for Xiaomi’s market share in Europe down from 27 percent to 19 percent has fallen. According to the experts, Xiaomi is particularly hard hit by delivery problems.
At least there is a ray of hope for Xiaomi: Russia. According to Counterpoint Research’s Jan Stryjak, the Chinese were the beneficiaries and could Make the most of the gap left by Samsung and Apple’s withdrawal and increased particularly in Eastern Europe.
Xiaomi recently introduced the 12S Ultra:
Samsung and Apple are growing
Things looked better for the top dogs Samsung and Apple in Europe than for Xiaomi. Both large corporations were able to grow in Q2/2022. In comparison to the previous year Samsung increased its market share from 27 percent to 32 percent, while Apple’s plus was somewhat more moderate. Of the iPhone manufacturers increased by 3 percent and now marks at 24 percent market share.
Xiaomi has to reinvent itself
It can be seen that Xiaomi is reaching its limits with its “a lot helps a lot” strategy, at least in Europe. Countless models that differ only minimally from each other, a confusing naming scheme and the sub-brand chaos with Redmi and Poco. Xiaomi has so far failed to make the step from cheap manufacturer to premium brand – something that Huawei has successfully demonstrated in the past.
