At Xiaomi’s 2020 Developers Conference, Xiaomi’s founder and chairman Lei Jun stated that he will “unswervingly globalize, with the goal of ranking first in Europe in the next few years”, which means it will inherit Huawei’s Hope to beat Samsung in the European market.
Due to well-known reasons, it is difficult for Chinese mobile phone companies to enter the United States, one of the two most valuable overseas markets, and Europe, the other major market, has become the key to the competition for Chinese mobile phone companies.
It is undoubtedly Huawei that has been responsible for this important task before. 10 years ago, due to the foundation that Huawei laid in the European communications market, Huawei mobile phones took advantage of the trend to enter the European market. It experienced many difficulties in the early days, but in recent years it has been in the European smart phone market. The share surged, and it once entered the second place in the European smartphone market, but everything has been frustrated since the third quarter of last year due to well-known reasons.
Subsequently, the share of Huawei mobile phones in the European market continued to decline. By the second quarter of this year, Huawei mobile phones had fallen to the fourth place in the European market. Due to the difficulties it currently faces, it has transferred the market back to the domestic market. However, the data in the third quarter showed it The domestic market has also begun to decline, and it has been unable to shoulder this important task.
The rapid rise of Huawei in the European market is Xiaomi, a Chinese mobile phone company. The data in the second quarter of this year shows that Xiaomi mobile phones have ranked third in the European market, and its year-on-year growth rate is as high as 65%. Ranked first among mobile phone companies.
Seeing the good development momentum of Xiaomi mobile phones in the European market, Lei Jun confidently shouted that he would take the first place in the European smartphone market share in the next few years. Xiaomi does have this confidence. In the Chinese market, Xiaomi was the first to achieve its goal of defeating Samsung. Previously, the top four domestic mobile phones, China Cool Alliance, failed to defeat Samsung in the domestic market; then Xiaomi defeated Samsung in the Indian market.
Xiaomi's ability to defeat Samsung is mainly due to its innovation in marketing. The Internet marketing model it created succeeded in the domestic market and was quickly imitated by domestic mobile phone companies. These domestic mobile phone companies have also achieved the results of beating Samsung. Today, Samsung has only 1 left in the domestic market. % Of the market share; Xiaomi's defeat of Samsung in India also relied on the Internet marketing model, and then vivo, OPPO, and realme also adopted this model to deal a heavy blow to Samsung.
Xiaomi's innovation in marketing is indeed commendable, and its shortcoming is technology. In order to make up for the shortcomings of technology, Xiaomi has continued to invest in research and development of innovative technologies and achieved some results in recent years. At this development conference, Lei Jun said that it will recruit another 5,000 technical engineers next year to strengthen the development of camera imaging, wired/wireless fast Replenish the technology, and strive to surpass internationally renowned mobile phone brands such as Samsung in terms of technology.
Judging from the situation of the European smartphone market in the second quarter, under Xiaomi’s offensive, Samsung’s shipments in this market fell by 31% year-on-year, and its decline ranked first. Perhaps with Xiaomi’s efforts, it really has a chance to beat the European market. Samsung won the first place, so Xiaomi will realize Huawei's desire to defeat Samsung in the European market.
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