German mobile phone market sales reshuffle: Samsung falls to second place, Apple ranks first, and Chinese brands occupy two seats

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The domestic brand that used to rank second only to Samsung Electronics and Apple has now become Xiaomi, and Huawei has completely disappeared from the top five global rankings, falling into the "Others" category.

For Samsung Electronics, although it has lost its heavyweight rival Huawei, the strength of Apple cannot be underestimated.

In a competition in the European market, Samsung was defeated by Apple and ranked second.

German mobile phone market sales reshuffle

On November 17, Xiaomi executive Lu Weibing posted a Weibo post showing changes in the German smartphone market.

According to the German mobile phone market share ranking for the third quarter of 2021 released by the well-known market research organization Canalys, Apple topped the list with a market share of 32%, while Samsung ranked second with a 3% lag.

You know, in the past, in various market segments in Europe, the gap between Samsung and Apple was very small, and the two sides often exchanged positions.

The reason why Apple was able to surpass Samsung and become the number one in Germany this time is, on the one hand, because the decline in the company's product sales during the reporting period was lower than that of Samsung.

Compared with the same period in 2020, Apple's decline was only 19%, while Samsung's year-on-year decline reached 33%.

On the other hand, the author believes that it is due to the launch of the iPhone 13 series flagship. Although the flagship of this series has been on sale since mid-September, based on Apple’s strong brand influence and user base, the hot sales of the iPhone 13 series can also contribute to Apple to a certain extent.

Chinese brands are rising strongly

Compared with these two overseas giants, domestic brands perform better in the German market.

According to the rankings, there are two Chinese brands in the top five, namely Xiaomi and OPPO.

Although Xiaomi and OPPO only rank third and fourth in market share, the growth of these two domestic giants in the German market is quite amazing.

Among them, Xiaomi's year-on-year growth rate was 116%, while OPPO's year-on-year growth rate was as high as 237%. In addition, Xiaomi and OPPO are the only two mobile phone brands in the list that have achieved year-on-year growth in market share.

As for the reason for the growth of these two companies, the author believes that it may be because Huawei’s forced withdrawal has provided more development space for the two major domestic brands.

Of course, in addition to objective factors, the enhanced product strength of Xiaomi and OPPO is also an important reason for the strong rise of the two brands in the German market.

Xiaomi, in particular, has a market share of 23% in Germany, only 6% less than Samsung. If Xiaomi can maintain its growth momentum, it will have a chance to surpass Samsung and catch up with Apple.

In this regard, Lu Weibing also said: There should be better performance after the chip supply shortage is alleviated in 2022.

Final Thoughts

Overall, domestic brands are gaining more and more say in overseas markets, but they still need to work harder to increase profits.

With sales volume but no profit and a huge gap in brand value, it will be difficult for domestic products to truly surpass the two international giants, Samsung and Apple.