IT House December 13 news, analyst agency Canalys today published an article, said that Xiaomi mobile phones in Latin America grew rapidly, the third quarter of 2021 has become the region's third largest shipment of mobile phone brands, market share of 11%. Xiaomi is currently the number one smartphone maker in Peru, ranking second in Colombia, with a market share of 31% and 27%, respectively, in Q3 2021.
As early as 2017, Xiaomi has entered the Colombian, Chile and Mexican markets, when the average sales volume of these three markets was 290,000 units per quarter. With the passage of time, Xiaomi's strategy in Latin America has changed dramatically since 2019, adding two new markets in Peru and Brazil. In 2019, Xiaomi achieved a 200% year-on-year increase in Colombia and a 390% increase in Mexico.
Canalys said that in 2019, operator channels accounted for about 64% of shipments in Latin America, and Xiaomi began to focus on operator channels and integrate channel resources at that time. In addition, the sales focus of Xiaomi mobile phones has been further expanded from the $100-299 price range, introducing models below $100 and $400 and above. Ultimately, Xiaomi's shipments in Latin America grew by nearly 200% year-on-year in 2019.
In mid-2020, Xiaomi appointed a new director to lead the region. Xiaomi signed a new alliance agreement with America Movil, the largest local operator, to help Xiaomi increase shipments in Colombia by 6500% year-on-year through carrier channels in 2020, 244% year-on-year in Mexican markets and 1610% in Chile. In addition, the business of the retail channel has also been strengthened online and offline.
IT Home learned that Xiaomi's marketing strategy has driven Chinese manufacturers such as OPPO, vivo, and ZTE to enter the Latin American market, which Canalys calls the "millet effect". These brands have adopted a permeable marketing strategy in recent quarters, started a price war, and even quickly saturated some price ranges.
By Q3 2021, ZTE accounted for 4%, OPPO 3.4%, TCL 2.5%, and vivo 2% in the Latin American market.
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