Xiaomi has now overtaken Apple as the third biggest smartphone brand for the first time in many years. The Chinese OEM recently commemorated their tenth anniversary by releasing the Mi 10 Ultra and Redmi K30 Ultra. The duo received so much attention, and that also helped the company to reign supreme in China.
According to counterpoint, Xiaomi grew 75% Quarter on Quarter and now holds a 13% market. The Chinese OEM shipped up to 46.2 million units in that quarter alone, surpassing Apple. Apple’s shipment fell by 7% year-on-year in the Q3 and could be attributed to the late unveiling and release of the new iPhone 12 series.
Meanwhile, Xiaomi is growing rapidly, and that has been down to its marketing strategy. The company now replicates its success in its home country of China to other countries such as Indian. It’s also now popular in some parts of Europe, Asia, and even Africa.
In China, the brand shipment is up 28% year on year and grew 35% Quarter on Quarter. The growth is due to the company celebrating its tenth anniversary this year with a series of promotions and campaigns. Also, both phones – Mi 10 Ultra and Redmi K30 Ultra – which marked the anniversary were hotcakes.
The Mi 10 Ultra, for instance, made over $57 Million in its 10 minutes of official sales while the K30 Ultra sold over 100,000 units in just a minute. It’s also the same abroad, with the company dominating some popular smartphone markets like India.
According to IDC, Xiaomi year on year change is up +42.0%. Only Samsung has a positive change, which is +2.9%, while Huawei and Apple both saw negative changes in -22.0% and -10.6%, respectively. We expect the Q4 report to be in Xiaomi’s favor with newly released smartphones like Mi 10T-series and Redmi K30S about to drive in more sales.
