Xiaomi is reported to dispute the IDC figures, pointing to data from IHS that showed shipments of 14.2 million units and Strategy Analytics reporting 12.8, but whatever the figure those numbers are still way down from the company's peak. Its sales dove 38 per cent to 10.5 million, knocking it off its top-ranked perch to No. 4.

The rapid changes in the top three of such a large market suggests smartphone makers must work harder to differentiate and stay ahead in China.

In the all-important and lucrative Chinese smartphone market, Huawei has taken the top spot in terms of shipment volumes for the second quarter, as Xiaomi tumbled to fourth and Apple continued its struggles. The gen originates from the smartphone consignment facts for second quarter of 2016 unconfined by the International Data Corporation (IDC). Huawei's sales jumped 15% year-over-year to grab China's top spot while OPPO's sales surged 124%, says IDC.

The research says that Huawei and Oppo have been successful mainly due to marketing and advertising messages.

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Huawei, which is doing fairly well with Honor in India, has managed to secure the first position in the list along with the crown of the biggest smartphone company to have a maximum foothold over Chinese market share as well as shipment volumes.

USA giant Apple shipped 8.6 million smartphones in China in the second quarter, down 31.7% compared to 12.6 million units in the year-ago period. One firm it is leading, however, is the Apple of, well, everywhere, as lagging iPhone SE sales gave Apple a 32% year-over-year drop.

Although its hardware is not available in the United States, the meteoric rise and fall of Xiaomi illustrates the swiftly changing tech potential in China, a competitive market where Apple itself is struggling to keep up. Local players have improved product quality and offer much better value for money. "Apple needs to catch up with the competition if it wants to compete", Canalys research analyst Jessie Ding wrote, according to Bloomberg.