Chinese smartphone maker Xiaomi was the second-largest smartphone maker in the second quarter, according to report from analyst firm Canalys. Xiaomi had a 17 per cent share of global smartphone shipments, ahead of Apple’s 14 per cent and behind Samsung’s 19 per cent.
According to Canalys Research Manager Ben Stanton, he said that Xiaomi’s shipments has increased 300 per cent year-on-year in Latin America and 50 per cent in Western Europe. “Xiaomi is growing its overseas business rapidly,” he said in a press release. The Chinese smartphone maker posted year-on-year smartphone shipment growth of 83 per cent versus 15 per cent for Samsung and one per cent for Apple.
However, Stanton noted that Xiaomi phones are still targeted towards the mass market with an average selling price of its phones 75 per cent cheaper than Apple’s. But the Beijing-headquartered company is now looking to push into the high-end market. Early this year, it releases the Mi 11 Ultra, a premium smartphone with a starting price of 5,999 yuan (RM 3,904). It also launched the 9,999 yuan (RM 6,507) Mi Mix Fold, its first foldable phone.
The price range pits Xiaomi against its competitor Apple and Samsung in the premium segment. But rivals such as Oppo and Vivo are also trying to break through into the high-end market.
“It will be a tough battle, with Oppo and Vivo sharing the same objective, and both willing to spend big on above-the-line marketing to build their brands in a way that Xiaomi is not,
“All vendors are fighting hard to secure component supply amid global shortages, but Xiaomi already has its sights set on the next prize: displacing Samsung to become the world’s largest vendor,” Stanton said.