Competition in the European smartphone market is starting to heat up again, severely tested by the Covid crisis. And the sales of the first quarter of 2021 record a repositioning of the players: Chinese Oppo climbs the smart device market placing itself at fourth place in the ranking after Samsung, Apple and Xiaomi. The company in the first quarter in fact recorded the doubling of sales by scoring one 94% year-over-year growth.
The success of Oppo
“The launch of the new Oppo Find X3 series has been a great success – he says Maggie Xue, president of Oppo Western Europe – and an extremely positive response from our customers, two elements that have led to a significant increase in demand for our new devices. Compared to last year’s Oppo Find X2 series, presales have increased by over 400% year on year ”.
Being a company “strongly focused on the consumer – reads a note – Oppo puts its customers at the center of all decisions: this value, fundamental for the brand, has fueled the passion and commitment to provide more and more ‘excellence in every product iteration, becoming one of the leading manufacturers in the world ”.
With new product launches coming in 2021, the company led by Tony Chen and owned by BBK Electronics, will continue “to strive to bring forward the best product experiences dedicated to customers across Europe”.
The European smartphone market
Oppo’s performance fits into one overall recovery of the smartphone market in Europe which finally comes out of the recession reached with the emergency peak caused by Covid. “However – the analysis company said -, the ongoing Covid challenges throughout the region indicate that the market is still slightly down from 2019 levels”. The market has been helped by the launch of new devices from most of the major vendors, which continue to fight for the market share vacated by Huawei .
Samsung was the main winner of the quarter, after regaining first place from Apple (although Apple is still the clear leader in France, Germany and the UK). Xiaomi in March he overtook Samsung in the race for the title of main supplier in Spain and took second place in Italy at Apple’s expense. Xiaomi now accounts for a fifth of smartphone sales in Europe, nearly triple its market share 18 months ago.
New models drive growth
“The first quarter of 2021 was an excellent example of the highly competitive nature of the European smartphone market – says the associate director of Counterpoint Research, Jan Stryjak -. January saw Apple as the undisputed leader following the launch of its most successful device ever; Samsung rebounded in February in the wake of strong sales of its latest flagship Galaxy S21 series and popular Galaxy A series; and then Xiaomi reached its highest market share in Europe in March thanks to the launch of its flagship devices Mi11. Oppo, OnePlus, Realme and Vivo also continue to grow strongly, and most launched new devices in the quarter ”.
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