Xiaomi first became the second smartphone supplier in Q2 2021, beating Apple. Samsung was the most popular smartphone vendor with 19 percent market share and 15 percent growth, while Xiaomi earned 17 percent market share thanks to an 83 percent growth in smartphone sales during the quarter. Apple was responsible for 14 percent market share, followed by Oppo and Vivo with 10 percent each.

In India, Xiaomi remains the number one vendor since 2018. Stanton also notes that while Xiaomi is still largely skewed toward the mass market, and “when compared with Samsung and Apple, its average selling price is around 40% and 75% cheaper respectively.”

He added, a “major priority for Xiaomi this year is to grow sales of its high-end devices, such as the Mi 11 Ultra. But it will be a tough battle, with Oppo and Vivo sharing the same objective, and both willing to spend big on above-the-line marketing to build their brands in a way that Xiaomi is not.”

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