After the end of the quarter, the figures regarding the distribution of mobile phones by the different manufacturers are emerging. And CounterPoint Research reveals very striking figures for the European territory: Samsung and Xiaomi remain at the top of the table; with a Huawei that barely obtained 0.5% of the European distribution.
The coronavirus pandemic not only reduced social interactions to a minimum, it also reduced trade, especially in products not considered essential. If we stick to our scope, mobile brands saw their sales figures decline, a decline now compounded by the shortage of microprocessors. Yes indeed, not all manufacturers have been affected in the same way: Although the main table did not move excessively, there are variations. Some very worrying.
Huawei only obtained 0.5% of sales in the third quarter
Mobile sales in Europe continued to decline during the third quarter, although not as steeply as during the peaks of the Covid-19 pandemic. Samsung and Xiaomi kept the first and second place; followed by Apple, which got increase your sales compared to the second quarter of 2021 (The two Asian companies each lost 6%). And there is a special victim: Huawei only obtained 0.5% of the distribution of smartphones in Europe, always according to figures from CounterPoint Research. This data leaves Huawei practically out of the phone market.
The figures should not be taken as final as manufacturers never report them first-hand. Therefore, are always estimated numbers and on the distribution of the telephones, not from the sales itself. Despite the logical reservations about the data, there is a decrease in interest in brands such as Xiaomi. And quite the opposite for manufacturers like OPPO and Realme that, always according to CounterPoint Research, accumulated more than 100% year-on-year growth.
The distribution figures for Realme or Vivo, another of the brands with high year-on-year growth (238%), continue to be low. Instead, OPPO, which is already joined by OnePlus, obtained 10.1% of the European distribution during the last quarter. A record figure that shows the progressive penetration of OPPO in the European market.
If we look at the evolution of the data month by month during 2021, a drop in distribution for Xiaomi as Samsung and Apple reverse the curve almost as a reflection. According to CounterPoint, the Samsung Galaxy Z Flip 3 was the mobile that helped the Korean brand in its recovery; with the iPhone 13 as a driver for Apple.
Mobile distribution in Europe has fallen by 1% in the last year with a 4% less during the third quarter of 2021. Now is the time where all manufacturers are going to press the accelerator: the fourth quarter will reflect the Christmas campaign, a true sales thermometer.
Via | CounterPoint Research