Smartphones: Xiaomi overtook Samsung in China
Xiaomi continues its ascent in the smartphone market. Founded in 2010, the group became in 2014, with 12.5% market share, the leading seller of smartphones in China, according to an IDC study. This is a very strong increase since a year earlier, Xiaomi only represented 5.3% of the market.
Samsung seems to be paying the price for this competition from Chinese brands. The South Korean firm saw its market share fall from 18.7% to 12.1% in the country, which positions it just ahead of Lenovo (11.2%) and Huawei (9.8%), whose rise is explained in particular by a strong positioning on the handsets of less than 150 dollars. Apple meanwhile made a breakthrough in the Middle Kingdom last quarter with the iPhone 6 and 6 Plus.
“With the reduction in operator subsidies, brands that were previously operator-centric, like ZTE, Huawei and Coolpad, have increased their online sales through direct sales and e-merchants. They have also built online brands for this purpose. If they strike an effective balance between their online and offline strategy and find unique positioning for their brands online, this may be a possible channel they can use to increase their sales in 2015, ”says Tay Xiaohan, of IDC. In the end, 420.7 million smartphones were sold in China in 2014.
Last month, a TrendForce study revealed that 40% of smartphone sales made last year in the world had been by Chinese brands, the latter already representing 6 of the top 10 global brands.