Text/Di Lin Review/Zhang Ziyang Correction/ZhiQiu
The sudden outbreak of the new crown epidemic has caused a huge impact on the global smartphone market, and even the Chinese mobile phone market has seen a sharp decline in sales, and the situation in other markets can be imagined.
However, with the advent of the post-epidemic era, the overseas smartphone market has gradually recovered, for example, the European market has basically shaken off the impact of the new crown pandemic.
According to the well-known market research agency Counterpoint, the European smartphone market share ranking in the third quarter of 2021 shows that the sales volume of smartphones in the European market fell by only 1% year-on-year and only 4% month-on-month during the reporting period.
Although the entire market has been affected by the impact of the new crown, from this ranking, the pattern of the European smartphone market has not changed much, except for Huawei falling to tenth.
Not surprisingly, Huawei's product sales and market share in the European market will continue to decline until it is classified as the "Others" series.
This is because Huawei is not currently allowed to purchase 5G mobile phone processors from third-party chip suppliers, and is prohibited from delivering orders for self-developed chips to wafer foundries.
But that doesn't mean that other phone brands in the market can enjoy Huawei dividends indefinitely, after all, Huawei's market share in Europe is limited.
However, Huawei's previous efforts in Europe are enough for individual brands to achieve breakthroughs.
For example, Xiaomi, according to the detailed data in the list, Xiaomi's sales accounted for 23.6% in the third quarter, beating Apple with a 1.5% advantage and taking the second place in Europe.
You know, before the second half of 2020, it was Huawei that stood in this position, and now Xiaomi has replaced Huawei and become a new hope for domestic mobile phone brands.
It is worth mentioning that in addition to Xiaomi, there are six Chinese manufacturers in this top ten list. This means that among the top ten brands in the European smartphone market, Chinese brands account for seven seats.
It can be seen that after the Indian market, the European market has also become the "back garden" of domestic mobile phone brands.
The reason why domestic mobile phone brands can also be mixed up in the European smartphone market, the author believes that there are two main aspects.
On the one hand, the European smartphone market needs fresh blood. Samsung and Apple have been developing in Europe for many years, and European consumers are not as rejecting foreign brands as Japanese consumers, so they will naturally be curious about the various domestic brands that have entered Europe.
On the other hand, it is due to the product strength of domestic brands. Perhaps in terms of quality, system and other aspects are not as good as iPhones and Samsung high-end machines, but domestic mobile phones have excellent cost-effective advantages.
To be sure, most of Europe is developed, but there are also a considerable number of local consumers with low disposable incomes.
For this part of the consumer, affordable and easy-to-use domestic mobile phones are obviously a better choice.
In addition, the talent of Chinese manufacturers in marketing and channel expansion is also an important factor in helping domestic brands to spread throughout Europe.
However, domestic products want to really rise, there is still a long way to go, at least, at this stage, there is no domestic brand, can shake Samsung Electronics Europe and even the world's first hegemony.