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Xiaomi Becomes Second-Largest Smartphone Brand Globally: Counterpoint

The global smartphone market grew 19% YoY but declined by 7% QoQ as 329 million units were shipped, led by Samsung.

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Global smartphone shipments declined by 7% QoQ in Q2 2021, according to the latest research from Counterpoint’s Market Monitor service. This was primarily due to ongoing component shortages as well as the implementation or extension of COVID-19 restrictions across Asia and Europe, the report said. Shipments, however, grew by 19% YoY as inoculation rates increased in several major economies preventing the need for lockdowns as stringent as those seen in the same quarter of last year. 

Xiaomi recorded a QoQ shipment growth of 8% while its shipments grew by 98% YoY. The mix of premium and lower-to-mid segment devices enabled Xiaomi to achieve its highest-ever smartphone revenue in Q2 2021. On the other hand, Samsung’s quarterly shipments declined by 24% QoQ and grew by a meagre 7% YoY reaching 57.9 million units in Q2 2021 due to supply constraints. Samsung’s revenue fell by 30% QoQ despite increasing by 7% YoY in Q2 2021. 

Apple’s smartphone shipments fell by 18% QoQ but grew by 30% YoY to reach 48.9 million units in Q2 2021. However, its revenue increase by 52% YoY. OPPO’s shipment also declined by 12% QoQ to 33.6 million units in Q2 2021. Its market share declined to 10% compared with last quarter’s 11%. However, driven by its global expansion and steady performance in China, it saw a growth of 37% compared with the same quarter last year when it enjoyed 9% market share.  

vivo‘s shipments declined by 8% QoQ but grew by 44% YoY to reach 32.5 million units in Q2 2021. vivo’s growth was driven by a strong performance in the China market, where it has retained the leadership position for a second consecutive quarter. vivo saw a quarterly decline in revenues of 10%, in line with the decline in its shipments over the same period. However, it saw YoY revenue growth of 69% driven by solid performances of its mid-tier models such as S9, Y52s and Y31. 

Among other major OEMs, OnePlus, realme, and Lenovo Group grew the fastest. OnePlus grew by 170% YoY in Q2 2021 with its Nord N series doing particularly well in the North America and Western Europe markets. realme grew by 135% YoY in Q2 2021 as a result of its continuing success in China as well as its expansion in Southeast Asia where its C-series, launched in March this year, did exceptionally well. realme also reached the landmark of hitting 100 million in cumulative shipments since launch. Apart from this, it also reached 50 million units in cumulative shipments in India during the quarter, the fastest by any brand so far in India. Lenovo Group grew by 110% thanks to the success of its Moto E7 Plus in Latin America and Moto G Play 2021 in North America.