Canalys Media Alert: Chinese Smartphone Vendors Take a Record 32% Market Share in Europe in 2018

Shanghai, Singapore, Reading, England and Palo Alto, California
(ots/PRNewswire) -

Canalys estimates show that European smartphone shipments fell
4% in 2018 to 197 million units. In Q4 2018, shipments fell 2% to
57 million, though Chinese vendors gained significantly. Samsung
remained the largest vendor in 2018 but its shipments were down over
10% at 61.6 million units. Apple was down 6% but clung onto
second place with 42.8 million units shipped. Huawei was the
stand-out vendor, growing 54% with 42.5 million shipments. Relative
newcomers Xiaomi and HMD Global grew strongly and were fourth and
fifth respectively.

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"The political situation between Chinese companies and the US
government has benefited European consumers," said Senior Analyst Ben
Stanton. "The US administration is causing Chinese companies to
invest in Europe over the US. The European market is mature, and
replacement rates have lengthened, but there is an opportunity for
Chinese brands to displace the market incumbents. The likes of Huawei
and Xiaomi bring price competition that has stunned their rivals as
they use their size against the smaller brands in Europe."

Western European smartphone shipments fell 8%, the biggest decline
of the sub-regions, to 128 million units in 2018, the lowest level
since 2013. An increase in average selling prices, caused by an
uplift in flagship pricing by Apple, Samsung and Huawei, offset some
of the declines. Central and Eastern Europe continued to grow in
2018, up 5% to 68 million units. Many countries in CEE have now
reached maturity, but Russia remains a strong grower, up 14% year on
year in 2018.

"There are interesting country-level differences in Western
Europe," said Stanton. "The markets with the highest ASPs, such as
the UK, Germany and the Nordics, have suffered the sharpest declines.
There hasn't been innovation in the flagship smartphone space to
entice customers to upgrade. But in countries with lower ASPs, such
as Italy and Spain, there was growth in 2018. This reflects a
transformation in the mid-range segment in 2018, with notch displays
and dual cameras coming down to aggressive price points. Unlike at
the high end, the caliber of smartphones available for US$300 changed
significantly between 2017 and 2018, which helped facilitate
upgrades. Smartphones priced between US$200 and US$350 grew over 20%
in Western Europe in 2018. Canalys expects Chinese vendors will
continue growing across all price segments in 2019."

For detailed highlights please contact Canalys
(https://www.canalys.com/contact) or Eleanor Martin,
eleanor_martin@canalys.com, +44-118-984-0526

ots Originaltext: Canalys
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