Sou Hu Cai Jing·2025-08-09 04:37Core Insights - Xiaomi has become the second-largest smartphone vendor in Europe, surpassing Apple for the first time, with a market share of 23% in Q2 2025, while Apple's share declined to 21% [5][6] - The growth of Xiaomi in Europe is attributed to its efforts to penetrate the high-end market, which is crucial for competing against Samsung and Apple [3][7] - The overall smartphone market in Europe is characterized by a higher proportion of high-end devices, making it challenging for Xiaomi, which primarily sells lower-end models like Redmi, to compete [3][4] Market Position - As of Q2 2025, the market shares of the top smartphone vendors in Europe are as follows: Samsung at 31% (down 10%), Xiaomi at 23% (up 11%), Apple at 21% (down 4%), Lenovo at 5% (down 18%), and realme at 4% (up 5%) [6] - Xiaomi's rise to the second position marks a significant shift in the competitive landscape of the European smartphone market, where it had been the third player for the past five years [6] Strategic Focus - The core strategy for Xiaomi in the European market is to enhance its high-end offerings, which is also a global strategy for the company [7] - The recent market changes indicate that Xiaomi's transition towards high-end products is beginning to yield positive results, suggesting potential for further growth and competition against Apple on a global scale [9]