Xiaomi returns to the forefront: the strategy that has reconquered the Italian smartphone market

In a sharply contracting market context, Xiaomi stands out with a growth of +52% in Q2 2025, regaining third place in Italy

Xiaomi, a consumer electronics giant and smart device manufacturer, announced in an official statement its return to the top three of the Italian smartphone market, recording exceptional growth. According to a new report from Canalys (Omdia), in the second quarter of 2025, Xiaomi claimed third place with a 14% market share, posting impressive year-over-year growth of +52% .

This result isn't just a number, but a strong signal in a challenging market environment. While the entire smartphone sector in Italy saw shipments decline by approximately 15% year-over-year, Xiaomi emerged as the only brand among the top five to record positive growth . This success is attributed to a consolidated and winning formula.

Xiaomi's recovery has been driven by a strategy that combines accessible innovation, build quality, and excellent perceived value. Success has been particularly concentrated in the mid-range segment, where models from sub-brands like Redmi and POCO have offered high-end features at competitive prices , capturing the preference of Italian consumers in a time of economic uncertainty.

Michael Feng, General Manager of Xiaomi Italy, commented optimistically on the result : “ The Italian market is increasingly recognizing the value of the Xiaomi ecosystem: continuous innovation, refined design, and accessibility are the pillars that are rewarding us. This result confirms that our vision of technology for all is finding a concrete response among the Italian public. We will continue on this path, further strengthening our presence .”

The company also announced its intention to consolidate its position in the second half of the year by strengthening strategic partnerships and expanding its offering.

Specifically, the focus will shift to two key segments. The first is the premium market, with a greater push on high-end devices like the Xiaomi 15 series. The second, and more strategic, is strengthening the AIoT (Artificial Intelligence of Things) ecosystem . Xiaomi's vision is to create a connected and intelligent technological environment that integrates not only smartphones but also a wide range of smart home devices, from lighting and air purifiers to wearables and appliances. This strategy aligns with the "Human x Car x Home" philosophy, which aims to create a unified and interconnected platform , positioning Xiaomi not just as a phone manufacturer but as a leader in technological innovation for everyday life.