Xiaomi is not really a household name in all parts of the world, but thanks to its exponential growth in several regions, it managed to beat Apple in the second quarter of 2021 smartphone shipments to the world.
According to a report by analytics firm Canalys, the Chinese tech company captured 17% of the market, while Apple recorded a 14% market share. Samsung topped the charts with a 19% market share.
This isn’t entirely surprising, considering Apple typically has good quarters after releasing its latest set of iPhones in September or October of each year. Meanwhile, Xiaomi has released high-end phones in the Mi 11 and Mi 11 Ultra, with a bunch of budget deals.
However, this is the first time the company has climbed to second place. Canalys Research Director Ben Stanton noted that the reason for this is the company’s growth in markets like Africa, Western Europe and Latin America:
The company’s shipments increased by more than 300% in Latin America, 150% in Africa and 50% in Western Europe. And as it grows, it evolves. It is now transforming its business model from challenger to incumbent, with initiatives such as the consolidation of channel partners and more careful management of older inventory in the open market. However, it remains largely mass-market oriented, and compared to Samsung and Apple, its average selling price is around 40% and 75% cheaper, respectively.
Xiaomi has taken constant steps to get to this point. In 2019 he opened a dedicated Africa department to manage distribution across the continent. The same year he started openingphysical stores in Latin America.
Earlier this year, a report from analytics firm Counterpoint suggested that Xiaomi has become the third largest smartphone company in Latin America for the fourth quarter of 2020. It also saw sustained growth in Africa, but still lags brands such as Tecno, Infinix and Samsung.
Meanwhile, Xiaomi is still at the top of the smartphone rankings in India, one of the largest markets in the world.
The company’s next goal would be to beat Apple in annual smartphone shipments. This will strengthen its position as a truly global company.
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