Xiaomi came to the top two in smartphone sales
September 23, 20242 Mins Read

Science and Technology Desk: Technology company Xiaomi has recently surpassed tech giant Apple in global smartphone sales. The company became the world's second largest smartphone brand in August 2024 in terms of 'sell-through volume'. Sell-through volume is the actual number of smartphones sold directly to consumers, rather than just the number of phones shipped to stores or retailers. This information has emerged in the monthly report of market research firm Counterpoint. The news is not hidden.

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According to the company, Xiaomi's success indicates the company's strong position and significant growth in the smartphone market. Because for the first time since 2021, Xiaomi has ranked second in global smartphone sales based on sell-through volume. Since that year, Xiaomi has been competing with big brands like Apple and Samsung. Analysts point out that Xiaomi's second-place finish is significant, as it reflects not only its sales growth, but also changes in consumer preferences.

According to Counterpoint's report, Apple's relatively limited range of product sales may be one of the reasons for Xiaomi's success. Besides, after the unveiling of the iPhone sixteen series, Apple has faced the challenge of gaining consumer interest. It may not sell as much as last year's model, according to some recent tech company forecasts.

However, Counterpoint's report only counted up to August. That is, it does not reflect the impact of Apple's new iPhone sixteen series, as it is unveiled this month. Generally, iPhone sales increase significantly in the fourth quarter of the year. Analysts said, 'Although the initial response to the iPhone Sixteen series is not very strong, it may surpass Xiaomi's sales in the coming months.'

The report further states that Xiaomi will become one of the fastest growing smartphone brands in 2024 and is playing an important role in the recovery of the global smartphone market. Despite seasonal declines in Xiaomi's key markets, the company has seen success with promotions in Latin America. That said, Xiaomi's strategic marketing initiatives have also succeeded in attracting consumers in the region, which has helped boost overall sales.

Tarun Pathak, director of research at Counterpoint, said, 'Xiaomi has adopted a simple strategy in terms of product sales this year. They are focusing more on one flagship model in each category based on price rather than unveiling multiple devices. Besides, they have strengthened the sales and marketing side and are strengthening their position in the existing market. Xiaomi's entry to mid-level devices are performing well, while they are also entering the premium segment with foldable devices.'

Counterpoint says Xiaomi has a particularly strong position in the market in the entry-level segment, i.e. devices under $200. Consumers are increasingly interested in Xiaomi's affordable options.