Chinese Brands Led by Xiaomi Dominate Colombian Smartphone Market With 65% Share

Seoul, Hong Kong, New Delhi, Beijing, London, Buenos Aires, San Diego – October 13, 2021

Chinese brands now dominate the Colombian smartphone market, accounting for more than 65% of the market and capturing four slots in the top five brands’ list. Leading this Chinese group is Xiaomi, which had more than 26% market share in Q2 2021.

Top Chinese Smartphone OEMs’ Shipment Share, Q2 2021 vs Q2 2020

Top Chinese Smartphone OEMs’ Shipment Share, Q2 2021 vs Q2 2020

Commenting on the competitive landscape, Research Analyst Andres Silva said, “Xiaomi’s growth is the result of the brand’s aggressive push to get closer to the end customer. Since its arrival in the country in 2018, the brand has opened 12 Mi stores in different regions. Also, the company has built a strong partnership with all the big operators in the market. The strategy is to bring value-for-money devices with the latest technology. One example is the top-selling bundle in Claro — Mi 11 Lite 5G smartphone + Mi band 5 + Mi True Wireless Earphones 2 Basic, which is available for COP 1’ 799.000 (about $470).

Motorola, although technically a Chinese brand as it is part of Lenovo, is perceived as an American brand by many Colombian consumers. It was in second place in Q2 2021 among the Chinese players in terms of shipments, which grew 27% over Q2 2020. However, since this was below the market growth, it lost 3.7% points share over the same period last year. Affected by fierce competition from new Chinese brands entering the market, such as vivo and TECNO, the company is fighting back by strengthening its marketing machinery in operator and retail channels.

vivo took the third position among the Chinese players. Its Y series models are a success and pushed its market share to 5% in Q2 2021. vivo has been following a unique strategy since its entry into Colombia. In 2020 it has partnered with operators to focus on online sales, and this bet is paying off.

TECNO has made Colombia a part of its growth effort involving Africa, the Middle East, and Asia’s Southeast and South. An online-only sales channel and strategic partnerships with local distributors around Colombia’s main cities led it to take more than 3% market share in Q2 2021.”

Colombia Smartphone Market Share by Brand Origin, Q2 2021

Colombia Smartphone Market Share by Brand Origin, Q2 2021

Commenting on Chinese brands’ performance in Colombia, Principal Research Analyst Tina Lu said, “Chinese brands have doubled their volume YoY. Part of it is because Colombia was in a severe lockdown the same quarter last year. But even in terms of market share, Chinese brands’ share increased by 15% points driven by the newcomers and competition to fill the space vacated by Huawei. Due to its unique market, many Chinese brands are entering the LATAM region through Colombia. The country provides unrestricted access to its market and promotes entry-level smartphones by waiving value-added tax on devices priced below $200. Besides, the operators and retail channels maintain a healthy balance.”


Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts:

Andres Silva

Tina Lu

Follow Counterpoint Research

Counterpoint research is a young and fast growing research firm covering analysis of the tech industry. Coverage areas are connected devices, digital consumer goods, software & applications and other adjacent topics. We provide syndicated research reports as well as tailored. Our seminars and workshops for companies and institutions are popular and available on demand. Consulting and customized work on the above topics is provided for high precision projects.

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited


In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.