Counterpoint report on the European smartphone market in the final quarter and the whole year of 2021
According to a recent Counterpoint report, the European smartphone market in the past year, It has grown by 8% compared to 2020. According to John Stryjak, managing director at Counterpoint, it is promising that the European market will see annual growth in 2021, but this is only part of the story, given the 14% year-on-year decline in smartphone sales – which in 2020 It happened because of the Corona outbreak – even the 8% growth at the end of 2021 shows that the market level is still lower than the pre-Corona era.
According to Jan Striak, the decline of Huawei It is one of the most important phenomena to be mentioned in 2021. In the past year, Huawei’s smartphone sales in Europe decreased by about 90%, and the Chinese company’s share of the European market fell to less than 1%. Thus, at the end of 2021, Huawei was ranked no better than eighth in Europe (compare with 2020, when Huawei was the fourth smartphone vendor in Europe). Obviously, with the removal of a big player like Huawei, other brands (especially Chinese competitors) took advantage of this opportunity and expanded their influence in Europe.
What stands out more than anything else in Counterpoint’s latest report are the many highs and lows in the market, with Europe’s most competitive smartphone market to date in The year 2021 has occurred. The chart below shows that the number one smartphone market in Europe changed hands four times in 2021, and even the best sales year for some brands was achieved this year.
At the beginning of 2021, Thanks to the launch of the first iPhone of the fifth generation, Apple was able to take the lead in this region by holding 34% of the European market share. But just one month later, Samsung launched the Galaxy S21 upset the equations of Apple. Xiaomi to be able to grow with proper growth in Russia, Spain and Italy. For the first time, to become the first European smartphone supplier.
However, Xiaomi’s lead didn’t last long, as Samsung – thanks to strong sales of its A-series phones – managed to reclaim its top spot in July. After that, while Xiaomi’s business was severely affected by the lack of parts, Samsung was able to consolidate its top position with the launch of the Galaxy Z family of foldable phones. This situation continued for the next few months, until as the end of the year approached, Apple once again showed off its strength against Samsung in November 2021 and took the pulse of the European market. This situation continued until the end of 2021 and Apple managed to achieve its highest share of the European market in December 2021.
It is true that Xiaomi in the second half of 2021 It struggled with many adversities, but despite these problems, it managed to end 2021 with its highest annual sales in Europe. Ditto for other newcomers – such as Opo, Realme and Vivo – also applies.
All these brands have big plans for Europe in 2022 and it is expected that we will see the launch of their flagship devices in this region in the coming months. Meanwhile, Samsung hopes that the Galaxy S22 flagship series can be more successful than S21 and S20 appear. Also, the latest iPhone SE model – which is rumored to be released It sounds like it could bring some decent mid-season sales for Apple. Not to mention, given the resurgence of Motorola, Nokia (HMD) and Honor in Europe in recent months, it is not unlikely that 2022 will be called the most competitive year in the European smartphone market.