Chinese smartphone maker Xiaomi climbed to the top spot for the first time in the Thai market with a market share of 21% in the second quarter, according to a recent report by global analyst firm Canalys.
Its smartphone shipments to Thailand zoomed 200% year-on-year in the second quarter. Shipments refer to the smartphones that manufacturers send to mobile carriers and retailers.
Xiaomi was in second place in the first quarter. It was not in the top five in the final quarter of last year.
South Korean smartphone maker Samsung was knocked off the top in the first quarter dropping to third place with a market share of 19% and a year-on-year drop of 15% in shipments.
Oppo climbed one position to second. Vivo and Realme retained the same position at fourth and fifth, respectively.
Jonathan Kang, country manager for Xiaomi Thailand, said Xiaomi leaped to the top spot in Thailand through support by fans, customers and business partners.
"Since Xiaomi's first launch of the Mi 10 Series, its very first premium smartphone, the company has relentlessly invested in many important innovations from imaging, display and charging system to other smart manufacturing production lines and many more," said Mr Kang.
The company's investment in the premium segment led to advanced technologies to benefit customers, he said.
Meanwhile, Xiaomi took the second spot globally for the first time with shipments of 52.8 million units in the second quarter, up 83% year-on-year. It took a 17% global market share, according to Canalys.
It trailed only Samsung with a global market share of 18% and an annual shipment growth of 8%.
Apple slipped one position to third with a 14% market share and an annual shipment growth of 1%.
Oppo and Vivo remained in the same positions of fourth and fifth, respectively.
"Xiaomi is growing its overseas business rapidly," said Ben Stanton, research manager at Canalys. "Its shipments increased more than 300% in Latin America, 150% Africa and 50% in western Europe."
Despite Xiaomi's efforts to expand market share, its average selling price, compared with Samsung and Apple, is around 40% and 75% cheaper, respectively, he said.
Xiaomi is focusing more on the growth of the high-end device segment this year but it will face tough competition from Oppo and Vivo which are doing the same with immense marketing campaigns, he said.
"All vendors are fighting hard to secure component supply amid global shortages, but Xiaomi already has its sights set on the next prize: displacing Samsung to become the world's largest vendor," Mr Stanton said.