Established Powerhouses in Europe, Middle East, and Southeast Asia
Chinese Companies Threatening Samsung Electronics
Xiaomi Secures Top Spot in India Already
On the 25th, Samsung Electronics was found to be struggling in the European, Middle Eastern, African, and Southeast Asian markets due to the low-price offensive from Chinese smartphone companies. The photo shows Xiaomi's first foldable phone, the 'Mi Mix Fold'. [Image source=Yonhap News]
[Asia Economy Reporter Cha Min-young] Samsung Electronics is struggling in the European, Middle Eastern, African, and Southeast Asian markets due to the low-price offensive by Chinese smartphone companies. Chinese latecomers are aggressively expanding their global sales networks, taking advantage of the absence of Huawei, which was a dominant player in the smartphone market.
According to global market research firm Counterpoint Research on the 25th, Xiaomi's market share in the European smartphone market in the first quarter of this year nearly doubled to 19% compared to 10% in the same period last year.
While Samsung Electronics, the number one in the European smartphone market (37%), increased shipments by 32% compared to the same period last year, and Apple (24%), the second place, increased shipments by 34%, Xiaomi grew by 132%. This shows a growth rate of more than double.
Xiaomi's growth is also remarkable in the Middle East and Africa. In the first quarter, Samsung Electronics (26%), Tecno (11%), and Xiaomi (10%) ranked first to third. Samsung Electronics' shipments increased by 38% compared to the same period last year, and Xiaomi's shipments increased by 139% during the same period.
In Southeast Asia and India, Xiaomi has overtaken Samsung Electronics to take first place. In the first quarter, Oppo, which was second with a 21% market share last year in the major four Southeast Asian countries' smartphone markets including Indonesia, the Philippines, Thailand, and Vietnam, rose to first place with 22%. During this period, Samsung Electronics, which was first with a 22% market share in the first quarter of last year, dropped to second place with a 19% market share in the first quarter of this year.
In India, Xiaomi has been holding the first place for several quarters, surpassing Samsung Electronics. In the first quarter, Xiaomi's market share was 26%, and Samsung's was 20%.
A representative of a major smartphone company said, "There is no clear native brand in Europe, making it easy for foreign companies to enter," and added, "Especially for European customers with strong individuality, they seem to value price and convenience more than brand awareness, as they do not care much about others' opinions."
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