- Samsung and Apple continued to be the largest manufacturers in Europe in 2020
- Third, Xiaomi was the company that grew the most during the last year in Europe
- Huawei continued to skid across the Old Continent
The smartphone market in Europe suffered a significant slowdown during 2020, as a result of the COVID-19 pandemic that devastated the continent. Even so, some manufacturers deftly defeated the downward trend.
The data are advanced by the market analysis agency Counterpoint Resarch and show us the performance of the main manufacturers in our continent. There are emerging names like Xiaomi and Oppo, with Samsung and Apple maintaining the lead.
Samsung and Apple slowed in Europe in 2020
The data presented above shows us a slowdown of Samsung, the current market leader in 2020. Still, during the last year Xiaomi has managed to grow, with Oppo following its example, while Huawei contracted.
In total, we see that the European smartphone market fell 14% in the volume of phones sold. It was one of the worst years for the industry, with the crash caused by the impact of the COVID-19 pandemic on the European economy.
It turns out that both Samsung and Apple managed to stay on top, but failed to take advantage of the void left by Huawei. In 2020, the combined European market share of Samsung and Apple stands at 54%.
Apple would only recover its breath with the launch of the iPhone 12 range in the last months of 2020, a product line that was very well received and that stopped the slippage of the brand to 1%. Samsung saw its market share drop by 12%.
Xiaomi and Oppo capitalized on the fall of Huawei
Among the emerging manufacturers is Xiaomi who takes the trophy. This was the manufacturer that capitalized most on Huawei’s sales drop, making it the third largest manufacturer in Europe. Sales were particularly good in Spain and Italy.
Also according to data from Counterpoint Research, Huawei recorded a 43% drop in annual sales volume, from 19% market share in 2019 to 12% in 2020. The data are shown in the table above.
We also highlight Oppo’s rapid growth in Europe. The manufacturer belongs to the BBK Eletronics conglomerate, as do OnePlus and Realme, but it was Oppo that grew the most in our market. The trend is expected to continue in 2021.
Oppo is followed by OnePlus, a manufacturer more dedicated to devices premium and Realme, a company specialized in accessible smartphones. Both have good prospects for growth in this new year.
Finally, we point to Samsung one of the strongest launches in recent years with the Galaxy S21 generation. The same can be said of Apple with the iPhone 12 range, with strong adhesion.
Huawei, however, is unlikely to find a solution to its problems in 2021.
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