Honor once again entered the top five after three years, and the European smartphone market continued to decline by 11%

News on November 21, according to market research agency Counterpoint The European smartphone shipments report for the third quarter of 2023 released by Research today shows that the overall market has fallen into a downturn, with an overall year-on-year decrease of 11%. Western Europe and Eastern Europe fell by 8% and 15% respectively, and the prospects for recovery are not optimistic.

In terms of specific brand performance, Samsung mobile phone shipments fell 15% year-on-year, reaching the lowest level in the third quarter since 2011, although it still maintained a 32% market share. Apple faced a year-on-year decline of 3%, its lowest third-quarter shipments since 2014, with a market share of 24%. The domestic brand Xiaomi has a 22% market share in Europe and a 13% drop in shipments, but it occupies 35% of the market share in Eastern Europe.

However, what is eye-catching is the rise of the Honor brand. Honor successfully bucked the trend and became the only brand among the top five with positive year-on-year growth. This achievement was due to its outstanding performance in Western Europe, making it once again ranked among the top five in terms of market share after three years. According to the editor’s understanding, Honor’s successful recovery demonstrates its strong strength in market competition.

TECNO and Infinix are two brands under Transsion Mobile and have achieved extraordinary success in the European market. According to year-on-year data, the growth rate of the TECNO brand reached an astonishing 192%, and the Infinix brand reached an astonishing 518%. The rise of these two brands has brought a glimmer of hope to the market

Taken together, the turmoil in the European smartphone market has made brand competition more intense. Major manufacturers are competing for advantages in adjusting strategies and expanding the market. In the future The landscape is still full of variables.

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