Xiaomi outperformed global smartphone market in Q4 2021 with +5% annual growth by volume.

Xiaomi’s regional balance is further improved this quarter. It maintained top 5 position in all the regions except North America where the vendor has no operations. Xiaomi posted double-digit growth rates in Central Eastern Europe, in Western Europe, in Africa Middle East, and in Central Latin America. But the vendor declined in Asia Pacific where its gain in China cannot offset its loss in India market.

China and India remained as the largest two markets for Xiaomi. Xiaomi is winning in China in Q4 thanks to its strong performance in online channel and its progress in offline retail presence. Its outlook however is a bit gloomy, considering the saturate market condition, the intensified competition, and vendor’s weakness in offline channel. Xiaomi maintained the top 1 position in India this quarter, but its market share shrunk due to the rising realme and the resurgent Samsung. Moreover, its offline expansion is hindered by Covid and its brand uplift efforts still needs time to bear fruits.

The other markets made up the rest half of Xiaomi’s shipments in Q4 2021. The volume ratio has increase significantly from a year ago. They are the growth engine for Xiaomi in 2022, Xiaomi would continue to benefit from the withdrawal of Huawei and LG, however, the robust growth window would close in 2022.

Our latest report on Xiaomi Q4‘21: Xiaomi: Improved Regional Mix is published. WSS clients could access the report via this link.