“King of Phones in Africa” Faces Disruption as Xiaomi Surges and Transsion Slows

As Xiaomi intensifies its expansion across Africa, its ecosystem-driven strategy is beginning to challenge Transsion’s long-standing dominance, raising questions about the future balance of power in the region’s smartphone market.

In the second quarter of 2025, Xiaomi Group (1810.HK) recorded a 32% year-on-year increase in shipments across Africa, significantly outpacing Transsion Holdings (688036.SH), which posted a 6% rise. Xiaomi’s market share climbed to 14.4%, placing it third behind Samsung’s 18%, with fewer than 600,000 units separating the two. Transsion maintained its lead with 9.7 million units shipped, representing 51% of the market, while Xiaomi’s 2.8 million units reflect a rapidly shifting competitive landscape. Analysts at Canalys attribute Xiaomi’s momentum to strong performance in Nigeria and Egypt, aggressive distribution efforts, and substantial investment in regional infrastructure. However, its gains remain concentrated in West, North, and East Africa—particularly in Nigeria, Morocco, and Kenya—while markets such as the Democratic Republic of Congo remain largely untouched. Meanwhile, HONOR has begun to expand its footprint, shipping 800,000 units in Q2, a 166.7% increase that doubled its share to 4%.

Xiaomi’s presence in Africa is the result of a long-term strategy initiated in 2017, formalized with a dedicated regional division in 2019, and elevated to a strategic priority in its 2023 and 2024 annual reports. At the 2024 China-Africa Entrepreneurs Conference, founder Lei Jun confirmed operations in sixteen countries, including Egypt, South Africa, Nigeria, Morocco, Algeria, and Kenya, with further investment planned. Africa’s smartphone market, which saw 19.2 million units shipped in Q2—a 7% year-on-year increase—now represents the fastest-growing region globally. To compete directly with Transsion, Xiaomi established an internal “Anti-Transsion Office” to coordinate pricing and product strategy. Transsion’s portfolio, including Infinix, Itel, and TECNO, traditionally priced between USD 110–120, now faces competition from Xiaomi’s tiered offerings: the Redmi A3X (USD 60–80), mid-range Redmi Note and Poco series (USD 200–450), and the premium Redmi Note 14 Pro 5G, which features a 200 MP camera and IP68 rating. This approach has impacted Xiaomi’s average selling price, with Q2 smartphone revenue declining 10.1% quarter-on-quarter to RMB 45.5 billion, and ASP falling from RMB 1,210.6 in Q1 to RMB 1,073.2. At the same time, consumer expectations in Africa are evolving, with demand shifting toward high-performance processors, larger storage, and brand prestige—areas where Xiaomi’s ecosystem and IoT integration offer a competitive edge over Transsion’s emphasis on camera and design.

Transsion’s dominance, built on a combined market share exceeding 50% across TECNO, Infinix, and Itel, now faces increasing pressure. Xiaomi’s entry into higher-end segments has lifted its ASP and margins, signaling a transition from a single-brand stronghold to a multi-brand competitive environment. With Samsung, Xiaomi, HONOR, and OPPO all expanding their presence, Africa is emerging as a key battleground in the global smartphone race. Both Xiaomi and Transsion claim top-tier global rankings, though their metrics differ: Xiaomi reports a 14.7% global shipment share and a twenty-quarter streak in the top three, while Transsion cites a 12.5% overall market share—just 7.9% in smartphones—placing it sixth globally. As demand for advanced devices grows and upgrade cycles shorten, Transsion’s ability to adapt will determine whether it retains its title as “King of Phones in Africa.” In mid-August 2025, Xiaomi reinforced its commitment by restructuring regional leadership, appointing new heads for East Africa, Kenya, marketing, and after-sales to strengthen local operations. As global competition intensifies, the rivalry between Xiaomi and Transsion is set to define the next chapter in Africa’s mobile market evolution.