Xiaomi Overtakes Samsung as No.1 in European Smartphone Market in Q2

Samsung Electronics Ranks No.1 in Europe Except Russia and CIS
Counterpoint: "Samsung Faces Temporary Supply Issues... Will Regain Top Spot in Q3"

[Asia Economy Reporter Koo Eun-mo] China's Xiaomi is rapidly increasing its share in the global smartphone market. In the second quarter of this year, it overtook Samsung Electronics to claim the top spot in the European market.

Market research firm Counterpoint Research announced on the 18th that Xiaomi led the market share across the entire European region, including Russia and the Commonwealth of Independent States (CIS), in the second quarter of this year. Samsung Electronics ranked second but maintained first place in Europe excluding Russia and the CIS.

When Europe is subdivided, the market share rankings were Apple, Samsung Electronics, and Xiaomi in Western Europe; Xiaomi, Samsung Electronics, and Apple in Eastern Europe; and Xiaomi, Samsung Electronics, and Apple in Russia and the CIS.

Counterpoint Research stated, "Xiaomi performed well in the European market by filling the gap left by Huawei in the third quarter of last year," and added, "Considering Xiaomi first entered Europe in November 2017, this growth is remarkable."

Regarding Samsung Electronics, they explained, "Although Samsung temporarily lost first place to Xiaomi in some regions due to production disruptions caused by factory closures amid COVID-19, Samsung still holds the top position in many European markets." Countries where Samsung Electronics ranked first include Poland (42%), Italy, Greece, the Netherlands, Norway, and Portugal.

Apple secured first place in the UK with a 44% market share in the second quarter of this year, focusing on premium phones, and also ranked first in Austria, France, Germany, Hungary, Sweden, and Switzerland. Xiaomi led in Spain (40%), Belgium, Denmark, Russia, and Ukraine.

Jan Strijjak, a researcher at Counterpoint Research, forecasted, "Samsung will resolve supply issues and regain the top spot in the third quarter," adding, "The mid-range A series is recording strong sales across all regions, and the launch of foldable smartphones will boost performance in the premium market."

He continued, "Xiaomi is expected to maintain strong performance in Spain and Russia, but Apple may find it difficult to secure first place in Western Europe due to competition with Samsung," and predicted, "The European market will become even more competitive in the second half of the year due to various factors."