The race for success is unstoppable Xiaomi. According to the second quarter 2021 global smartphone market report presented by Canalys, the Chinese house would in fact have risen to second place on the podium with one market share equal to 17% and with a growth of 83% compared to the previous year.
Accomplices, according to Canalys, changes in strategy in its business model from challenger to leader, with initiatives such as the consolidation of channel partners and more careful management in the open market.
The main focus after overtaking Apple? Leaving behind even Samsung to become the largest vendor in the world.
In a letter to all employees, Lei Jun, Founder, Chairman e CEO di Xiaomi, stressed that becoming the number 2 in the world is a milestone in the history of Xiaomi. After five years of self-improvement in extremely difficult conditions, the capabilities of Xiaomi products have been significantly improved. Ever since the brand launched its first flagship-level series, Mi 10, it hasn’t stopped innovate in critical areas, such as imaging, display, charging, smart manufacturing and more. A confirmation of that commitment to achieving a breakthrough in the premium market, bringing cutting-edge leading technology to consumers and helping to shape the direction of the industry.
Furthermore, Xiaomi was the first to bring numerous industry-leading technologies to the market. In camera technology, the company has introduced 108-megapixel, GN2 camera sensor and an innovative liquid lens. In the display, it preceded everyone in the technological research of the third generation under-display camera. Xiaomi also excelled in battery charging, realizing 200W wired charging and 120W wireless charging for the first time. In addition, it was the first to introduce graphene-based lithium-ion batteries and second-generation silicon oxygen batteries. Xiaomi also kicked off the trend of using ceramic for smartphones.
Furthermore, the first phase of Xiaomi’s smart factory has come into operation. Its production lines are automated and capable of pproducing one million high-end smartphones a year, and it is also a huge laboratory that allows you to research new materials and technologies, as well as to test advanced manufacturing and production processes.
Innovation is part of the company’s culture, which invests considerably in R&D and in the recruiting of the best talents. Xiaomi has invested almost RMB 10 billion in R&D in 2020, this year the figure is expected to increase by 30-40%. At the beginning of 2021, Xiaomi announced the largest recruiting of engineers in its history: 5,000 in a single year, which will employ 20% of total employees. Meanwhile, the company has launched multiple talent promotion initiatives, such as the US $ 1 million project for technology talent, the young engineer incentive plan, etc. Almost 700 young Xiaomi engineers received 16 million shares, following the aforementioned plan in July.
Xiaomi’s global expansion as well as its transformation into new retail channels has been an important driving force that has helped the company become the second largest smartphone manufacturer. According to the latest global smartphone data from Canalys, Xiaomi is rapidly expanding into overseas markets, achieving over 300% year-over-year growth in the Latin American market, over 150% in Africa and over 50% in Western Europe. According to the announcement of Xiaomi’s Q1 2021 results, Xiaomi smartphones have entered over 100 markets around the world, ranked first in terms of smartphone market share in 12 markets and second in Europe. Xiaomi has also been number one in India for years.