Electronics

In the context of Huawei's strategic retreat, a group of new Chinese smartphone manufacturers are conquering Europe. From Q1 in 2019 to Q1 in 2021, the shipments of Xiaomi, OPPO, vivo, Realme and OnePlus in Europe have almost quadrupled in two years.

Chinese smartphone manufacturers usually enter the European market through the eastern border of Europe, and then move to the West about a year later. The total market share of the five Chinese smartphone "new entrants" in Central and Eastern Europe is about 10%-15% higher than Western Europe, but over time, when companies build better brand recognition in Western Europe , The gap may be narrowed.

In 2020, the average wholesale price of smartphones in Central and Eastern Europe will be around US$200, which is the best price for Chinese OEMs. Among the five Chinese manufacturers mentioned above, about half of their smartphone sales are in the mid-range price range ($100-190).

However, OnePlus is an exception. The company's high-end smartphones (>$300) account for nearly three-quarters of its total sales. This also explains why OnePlus is the only one of the five suppliers whose market share in Western Europe exceeds that of Central and Eastern Europe.

Despite the great success, Chinese “newcomers” still need to be aware of some challenges, including weak brand awareness, growth bottlenecks caused by Huawei’s withdrawal from the European market, and the lack of attractive flagship devices or breakthrough innovations Wait. More important is the political tension between China and the United States, which will even affect their business in Europe.