The Chinese smartphone company, Xiaomi’s entry in to the region of Western Europe could still be thought to be at the absolute start. The brand introduced themselves in the region with it its products in November 2017 and since then the company have gained some ground in Western Europe and recently, Xiaomi’s CFO has revealed plans to expand in the region.It is worth mentioning that a market analytics report by Strategy Analytics has indeed confirmed the company’s pretty decent rise in the region. The report has claimed that the Chinese company is now firmly established as the fourth-largest smartphone vendor in the region,only behind Samsung, Apple and Huawei. This is despite having zero presence there just 2.5 years ago.
The rise can be attributed to the continuous collaboration with local operators, resulting in huge gains all across Western Europe. Much of this growth has been achieved at the expense of Huawei, which continues to shrink in the region following the US ban.
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Xiaomi’s total global smartphone shipments remained flat annually in Q1 2020. Despite the lack of growth, the company performed much better than the overall smartphone market, which declined -17% YoY in Q1 2020. Xiaomi’s global market share by volume thus increased to all-time high of 10%.
The report states that “In an extremely challenging environment, due to the COVID-19 crisis, which affected the industry both on the demand and supply side, Xiaomi was affected to a lesser extent than the other big Chinese brands (Huawei, Oppo, vivo), because of its more diverse geographical footprint and online channel distribution approach”.