Europe and Middle East No.1, Also No.1 in Western Europe
Huawei Shipments Plummet...Xiaomi's Performance Draws Attention
[Asia Economy Reporter Han Jinju] Samsung Electronics secured the number one spot in smartphone market share in Europe, the Middle East, and Africa (EMEA) region for the third quarter.
According to market research firm IDC on the 25th (local time), Samsung Electronics recorded a 31.8% market share and shipped 29.6 million smartphones in the EMEA smartphone market in the third quarter. The shipment volume was more than twice that of the companies ranked 2nd to 5th. Huawei, which was in second place, continued to struggle in Europe due to shipment setbacks caused by U.S. government sanctions.
Following Samsung, Xiaomi (14.4%), Transsion (13.4%), Apple (12.7%), and Huawei (11.7%) ranked 2nd to 5th respectively. Xiaomi’s pursuit is fierce. Xiaomi’s market share grew 122% compared to the same period last year (6.6%). Apple’s shipments decreased by 0.2% compared to last year due to delays in new product launches. Huawei, which was second last year, fell to fifth place, with shipments dropping by 37.8%.
The total shipments in the EMEA region in the third quarter reached 93.1 million units, a 2.1% increase compared to the same period last year. The smartphone market rebounded as stores that had been closed until summer due to the COVID-19 pandemic began to reopen. However, with lockdowns expanding again entering the fourth quarter, growth comparable to the fourth quarter of last year is expected to be difficult.
Samsung Electronics also maintained the number one position in the Western European market in the third quarter. Its market share was 35.6%, with shipments of 10.3 million units, down 6.9% compared to the same period last year. Apple (8.2 million units) ranked second with 28.5%, and Xiaomi (3.7 million units) ranked third with 12.8%. Notably, Xiaomi succeeded in increasing its smartphone shipments in Western Europe by 151.6%, filling the gap left by Huawei (2.5 million units). Huawei’s shipments decreased by 58.7%, resulting in an 8.8% market share.
Simon Baker, an IDC analyst, explained, "Due to Huawei’s reduction in smartphone business, Xiaomi recorded a high market share in Europe. As the Android smartphone market consolidates, Chinese manufacturers such as Vivo and Realme are waiting for their turn, and their activities will be prominent."
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