After a brilliant rise, Xiaomi can hardly resist landing in Europe. New statistics confirm this again.
In the past few months, we have often mentioned that Xiaomi is not currently pursuing a successful strategy. The top models are very expensive and sometimes, like the Xiaomi 12X, don’t really make sense. There are also countless smartphones in the lower price range, with which it is just as difficult to see through, even with a lot of experience. It doesn’t seem like the right way.
No real strategy guarantees relegation in installments
In Europe, Xiaomi is therefore going further down. Although the second quarter of the year was slightly better, the downward slide does not seem to be stopping for now. On a year-over-year basis, this means minus 39 percent for smartphone sales. No other brand has suffered such a big decline, even though the entire market is currently in decline.
Apple and Samsung don’t have to worry anymore
This means a 19 percent market share in the second quarter of 2022, instead of 27 percent, compared to the previous year. While Samsung, Apple and Realme managed to gain, Oppo lost just one percent. Here too it can be seen that Xiaomi is going from weak to weak in Europe and doing so at high speed.
But: Xiaomi suffers from loudness counterpoint There are likely supply disruptions and lockdowns in China as well. So perhaps attributing current ancestry isn’t just a flawed strategy. Still, it will be exciting to see if Xiaomi can continue the past hype.
In general, the China train has arrived at the siding. Other brands like Oppo, Vivo, realme and Co. Can’t increase more than other OEMs. Samsung and Apple are very strong, the market leaders currently giving up very little market share.
