Chinese smartphone brands target premium market in Europe

Chinese smartphone brands Realme, Oppo, and Honor are increasing their focus on the European market, aiming to sell more premium devices. Realme plans to boost its market share from 4% to over 10% in the next three to five years. Honor recently became the top seller of foldable smartphones in Western Europe, while Oppo is re-entering the premium segment with its Find X8 series. Xiaomi has also increased its share of the premium market to 4.3% in the third quarter of 2024. Despite these efforts, analysts note that Chinese brands have struggled to gain significant market share in Europe, often facing high marketing costs and strong competition from Apple and Samsung, which dominate the premium segment.