Xiaomi certainly imagined things differently: In the fourth quarter of 2021, the Chinese manufacturer will be treading water, while Apple and Samsung will be the winners. For Xiaomi, the question arises as to whether the previous strategy still has a future. A commentary by Kaan Gürayer.
Xiaomi fails to increase smartphone market share
The numbers that the market researchers at Canalys have compiled for Xiaomi are oppressive: In the recently completed fourth quarter of 2021, the busy electronics group secured a 12 percent share of global smartphone sales – just as much as in the previous year . Gold and silver medals go to Apple and Samsung (Source: Canalys )
Notorious optimists, who always see the glass half full, would now object: “Neither improved nor worsened, it fits!” But things are not that simple for Xiaomi. The manufacturer seems to be bringing new smartphones onto the market every week , which are intended to attract customers with an even more aggressive price-performance ratio. Given that, these numbers are more than sobering, especially since things are not going well for smartwatches either .
With this “a lot helps a lot” strategy, Xiaomi is reminiscent of Samsung’s former business practices. Up until a few years ago, the South Koreans also flooded the market with countless, almost indistinguishable smartphones.
However , the industry leader has got the curve , now relies on “class instead of mass” and has caught up massively, especially in the area of software and ecosystem. Hardly any other manufacturer, apart from Google itself, delivers Android updates so quickly and so long. And the interaction of the different devices – from smartphones and tablets to smartwatches and in-ear headphones – is making enormous progress and is now almost as good as the big Apple model.
Smartphones are just a playing field of Xiaomi: