Due to the US embargo imposed on it, Huawei has experienced a sharp drop in smartphone shipments in Western Europe. A situation that greatly benefits Xiaomi, but also Oppo.
Since May 2019, Huawei has been under an embargo by the United States which prevents it from collaborating with American companies. To this end, the Chinese manufacturer cannot install Google services and applications on its smartphones. A context that is necessarily detrimental to its commercial performance in the West where the Play Store, Gmail, YouTube or even Maps are very popular.
Even though it continues to sell a lot of devices in the Chinese market, which has allowed it to temporarily steal the chair of the world leader from Samsung, Huawei must grit its teeth to continue to exist in the smartphone market in Europe from the west. Especially since competitors like Xiaomi and Oppo are happy to take advantage of this situation.
Indeed, the analysis firm IDC has published its report for the third quarter of 2020 and displays the top 5 brands of smartphones in Western Europe based on the number of devices delivered.
Overall, we learn that 28.8 million smartphones were delivered in the third quarter of 2020 in this geographic region, which represents a decrease of 6.5% compared to last year. Nothing very surprising with the Covid-19 pandemic and its significant impact on the market. However, for Xiaomi (3rd) and Oppo (5th), business is going well.
Xiaomi is a hit, Oppo is making progress
Indeed, Xiaomi shipped 3.7 million smartphones during this third quarter to jump from 4.8 to 12.8% of market share in one year. With 900,000 copies sold, Oppo impresses less, but still progresses from 0.4 to 0.9% of market share.
The rise of these two players is however to the detriment of Huawei (4th), which only has 8.8% of the market share against 20% at the same period of last year. That said, we won’t bury the firm right away.
On the one hand, these results will have to be corroborated with exact sales figures and not just based on deliveries from factories. A nuance which had already shown that Huawei was far from dead in France and in Europe. On the other hand, the company is reinventing itself by developing its own ecosystem devoid of Google. The task is extremely difficult, but it is not lost in advance, a lot of resources are invested in this project. The battle will therefore still be tough.
Apple is fine
The drop in speed caused by the health crisis has been felt in particular by number 1 Samsung, but the South Korean giant manages to keep a comfortable head start for the moment with 35.6% of the market share. Behind him, we find Apple, which takes 28.5% of the cake by doing a little better than last year.
IDC explains that the apple has done very well with its iPhone SE 2020 and its iPhone 11. These models were “ the two bestsellers of the quarter », Writes the cabinet.