Even Europe Is Starting To Embrace Chinese Brands Because Of Pricing Woes

Samsung still leads, but Huawei and Xiaomi are gaining ground

Europe has traditionally been a place where customers have preferred more premium brands, but data from Canalys suggests that European customers, especially those from the West, are tired of paying high prices for smartphones.

Western Europe hasn’t escaped the decline of smartphone shipments that are affecting the globe, and many brands like Samsung, Apple, and Nokia (which are #1, #2 and $5, respectively) have seen their growth decline.

But Chinese brands like Huawei and Xiaomi, who are now #3 and #4 in the region didn’t just see growth despite the challenging environment: both companies posted double-digit growth (55.7% and 62%, respectively).

Canalys attributes this to the rising prices of flagships, specifically in UK, Germany and the Nordic region, countries that have the highest average selling price.

Smartphones of Chinese origin have steadily increased in the European market, with Canalys estimating around 32% of devices sold back in 2018 to have come from a Chinese-based company.


John Nieves

John is a veteran technology and gadget journalist with more than 10 years of experience both in print and online. When not writing about technology, he frequently gets lost in the boonies playing soldier.

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  1. This looks more like the Chinese brands are displacing the local European brands in the low end such as BQ, Wiko, Nokia, Alcatel, etc.
    In the premium segment Samsung and Apple are still holding strong, they didn’t even lose a single percent in market share considering they raised their prices by $300 or more for their flagships.

  2. Huawei, Xiaomi and Oppo have already entered the UK market. I guess europeans feel the overpricing by apple and samsung too lol.

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