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

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SHANGHAI, SINGAPORE, READING and PALO ALTO, Feb. 14, 2019/PRNewswire=KYODO JBN/--

    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

SOURCE: Canalys