Xiaomi, mainland China’s fifth-largest smartphone vendor by sales, is taking big market shares in several regions and countries – including Latin America, Japan and India – as competition with rivals at home gets intense.
The Beijing-based company shipped 6.2 million handsets or 35 per cent more units to Latin America last quarter, making it the second-biggest smartphone brand in the region, consultancy Canalys said in a report. Samsung Electronics topped the ranking, after shipping 10.2 million handset in the April-June period.
The South Korean firm commanded a 30 per cent market share, while Xiaomi had 19 per cent, the report showed. Lenovo Group-backed Motorola Mobility, budget handset brand Transsion, and Huawei Technologies spin-off Honor had shares of 17 per cent, 9 per cent and 5 per cent, respectively. The broader market grew by 20 per cent, according to the report.
Aggressive pricing strategy by vendors who offered “compelling specs at low prices” helped fuel the market expansion, said Miguel Pérez, an analyst at Canalys. Still, he cautioned that concerns about market saturation and heightened uncertainty in the global economy could hurt smartphone demand in the region.
Xiaomi’s feat came days after the company also leapfrogged rivals to become the third-largest vendor in Japan’s smartphone market last quarter, according to a post published last week to the company’s official account on X, which cited data from Canalys.
“It’s very difficult to make breakthroughs in the Japanese market,” Lu Weibing, president of Xiaomi’s international business department, said in a post on Chinese microblogging platform Weibo. He also called for more efforts to “move forward” in the East Asian smartphone market in his post.
Xiaomi’s market share increased to 6 per cent in Japan. A 359-per cent year-on-year surge in second-quarter shipments made it the fastest-growing smartphone vendor in Japan. That comes courtesy of its premium Xiaomi 14 Ultra, which was launched in May and met with great enthusiasm among consumers, Lu said.
Xiaomi 14 Ultra was the top seller on Rakuten’s e-commerce channels in Japan at the time, he added.
Apple has continued to dominate the Japanese market with a 56 per cent market share, according to Canalys data, despite a 4 per cent decline in shipments from a year earlier. Google, which recorded a 37 per cent jump in sales, had a 12 per cent market share.
In India, Xiaomi regained the top position in the world’s second-largest smartphone market, after losing the crown in the past six quarters, according to a July report by Canalys. Xiaomi captured an 18 per cent market share with 6.7 million handsets shipped, while the broader market cooled.
Gains in overseas markets are a respite for Chinese smartphone vendors, given cutthroat competition at home. Xiaomi boosted its market share last quarter to 14 per cent, compared with 13 per cent in the same quarter last year. That made it the fifth-largest vendor in the world’s largest smartphone market, behind Vivo, Oppo, Honor and Huawei.
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