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Will Chinese OEMs Be Able to Maintain Growth in Europe?

by Boris Metodiev | May 17, 2021

Xiaomi, OPPO, Vivo, Realme and OnePlus smartphone volumes surged +286% in the two-year period from Q1 2019 to Q1 2021 in Europe. Will they be able to maintain such an incredible growth in the future though?

Because of their greater purchasing power, consumers in Western Europe are not so obsessed with getting the best value for their money, and are much more likely to stick with what they know best, namely Samsung and Apple.

Both Samsung and Apple also grew for the last couple of years in the region, meaning that the exceptional growth of the five “newcomers” was on the back of Huawei’s decline. Two years ago, Huawei used to occupy almost a quarter of the West European market, and now it is only 2%. There is not much left for the taking.

The question is whether the Chinese OEMs will be able to continue growing when Huawei is completely gone from the market. Whether they will be able to compete against the likes of Samsung and Apple in Western Europe long term.

Wireless Smartphone Strategies (WSS) clients can find the answers of all questions, and much more, in the full report here.

Chinese Vendors Challenges
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