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Xiaomi regains market share in China

Martin Guo

Editor-in-Chief, Kantar China Insights

Mobile 11.08.2017 / 08:00

RedMi Note 4X full

Redmi Note 4X boosts Xiaomi’s rally in urban China.

The latest smartphone OS data from Kantar Worldpanel ComTech showed that in the three months ending May 2017, Xiaomi performance in urban China market edged up after a challenging few months, with the Xiaomi Redmi Note 4X coming in as the fourth-best-selling device in the three months ending May 2017.

“Xiaomi managed to regain some momentum with the Note 4X launch, but the brand is making slow progress with its higher-tier devices,” said Tamsin Timpson, Strategic Insight Director at Kantar Worldpanel ComTech Asia. “Xiaomi’s average selling price in the three months ending in May was 41% below the market average 1,523 yuan, and 33% below the Huawei/Honor Brand.”

Huawei remained the market leader as its share grew 2.9 percentage points to 28.3%.

In urban China, iOS share remained almost flat at 19.2%, down 0.4 percentage points year-over-year, though an improvement from 16.2% in the 3 months to April 2017.

Kantar Worldpanel ComTech carries out monthly panel surveys among Chinese urban mobile phone users to monitor the market share changes of various brands. In China, the panel size is 22,000. Panellists were recruited from tier-1 to 5 cities and each year more than 260,000 surveys were conducted. The nature of the research methodology means it can cover the influence of smartphones sold in other countries ended up in China and avoid the confusion caused by unsold phones stocked at warehouses of distributors.

In Europe, Kantar Worldpanel ComTech monitors sales share change in Great Britain, Germany, France, Italy and Spain. During the three months ending May, Huawei posted strong sales in all these markets except Spain and became the largest contributor to Android’s growth in Europe, which gained 2.8 percentage points from a year earlier to 79.5% of all smartphone sales.

“Overall, Huawei continued to produce good sales volumes, but its flagship P10 struggled to make an impact in sales rankings, with share gains attributed to the older, more value-orientated P8 and P9 Lite models,” said Dominic Sunnebo, Global Business Unit Director at Kantar Worldpanel ComTech.

Across Europe, iOS share edged up across Germany, France and Spain, though falls in Great Britain and Italy meant overall iOS EU5 share remained steady, up 0.2 percentage point year on year to 18.4%.

As for the performance of Samsung in Europe, Dominic said: “It performed well in France in the three months ending in May 2017. The low- and mid-tier Galaxy J series and A series models enabled Samsung to compete more effectively with home-grown upstart Wiko and global challenger Huawei.”

In the United States, “Samsung regained the top sales spot in the three-month period ending in May 2017, with its market share rising from 32.9% the previous period to 36.2%,” said Dominic. “However, this represents a fall of 1.1 percentage points over the past year, with Apple holding a 34.0% share, up 4.7 percentage points from a year earlier. The Galaxy S8 launch helped Samsung regain the top position in the US, but the bounce from the flagship launch was less than would be expected from a full product redesign.”

Apple and Samsung continue to dominate smartphone sales, each with five models on the top 10 best-selling list. The Apple iPhone 7 & iPhone 7 Plus occupy the top two spots, with the Samsung Galaxy S7 in third place, just ahead of the Samsung Galaxy S8 in the No.4 spot. The launch of the LG G6 had a minimal impact, with the G6 now in 13th position with a 1.3% share in the US.

Source: Kantar Worldpanel

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