Emir BardakçıXiaomi just pulled off a major win in the European smartphone market, overtaking Apple to claim the second spot for Q2 2025, according to Canalys data. The company reached a 23% market share—up from 16% last year—a significant leap and a clear signal that Xiaomi’s premiumization strategy is working in one of the most competitive regions globally. Lu Weibing, Xiaomi’s Group Partner and President, confirmed the news, underscoring the company’s recent momentum and growing presence in the premium segment.
Premiumization as the Core Strategy
Lu Weibing has made it clear: Xiaomi’s European growth is rooted in its focus on premium products. The company is no longer content to be seen as a value-only brand. Instead, Xiaomi is investing in high-end devices designed to compete directly with established players like Apple and Samsung in the high-value market segments.
This strategic pivot is already paying off, solidifying Xiaomi’s reputation and enabling it to command higher prices and margins in developed markets.
Strong Market Performance Amid Industry Slowdown
Despite a sluggish global smartphone market in Q2 2025, Xiaomi’s performance in Europe stands out. While many competitors are struggling with cautious consumer spending and macroeconomic pressures, Xiaomi’s localized approach and premium product focus have delivered impressive results.
Their growth in Europe contrasts sharply with broader market declines, showcasing the effectiveness of Xiaomi’s evolving strategy and operational execution.
Building for Future Expansion
Xiaomi’s success in Europe is more than a regional achievement—it’s a sign of the company’s broader ambitions. Having already sold 12 million premium phones worldwide, Xiaomi is well-positioned to extend this strategy to other developed markets where premium positioning remains critical for sustainable growth.
This shift from budget-focused offerings to a comprehensive premium portfolio marks a new era for the brand and lays the groundwork for expansion in additional high-value markets.
