You are mixing the notions of sales and brand perception. With respect to sales, I was referring to Canalys, which showed Xiaomi dropping from 5th in 2023 to others in 2024. I agree that different research firms have different methodologies. In any case, the January boost in sales for Xiaomi has to do with the subsidies in place for phones below ¥6,000 RMB, which benefits Xiaomi the most due to it's presence in this segment. And Apple sales dropping has to do with Huawei, not Xiaomi. It's no coincidence that Apple had it's best sales in China when Huawei was crushed by sanctions.
Returning to the discussion on brand value, Xiaomi's attempt at breaking into the high-end smartphone market has simply not been successful. For foldables, they had to cancel the Mix Fold 5 due to poor sales for the Mix Fold 4. No other domestic brand has had to do this, and Apple will enter the market next year. For their Ultra line, they have encountered many issues from melting wifi on the Mi 11 Ultra, to marketing the glass back as "Longjing Ceramic" on the Xiaomi 14 Ultra and downgrading the ultrawide and main cameras on the upcoming Xiaomi 15 Ultra. Also, Huawei, Apple, and Honor (only foldables for Honor) hold their value much better on the secondhand market compared to Xiaomi.
I'm not trying to diss Xiaomi. On the contrary, I use many Xiaomi products including the Xiaomi 14 Ultra as my daily driver for a long period. HyperOS 2.0 was a massive upgrade, and many aspects of its photography experience are at the very top. Xiaomi has also done the most out of any company to bring affordable smaprtphones to the masses, which is very commendable. Mijia appliances dominate the Chinese market, and since we brought up EVs, Xiaomi EVs are set to take the global market and compete with brands like BYD, Tesla, etc. I do think the SU7 Ultra will be successful, and that should lead to an overall increase in brand perception. Xiaomi has been designing its own OS, SoC (to debut in the Xiaomi 15S Pro this April), and other auxiliary chips. It also has unique benefits due to its ecosystem and global name recognition. Recently, they also poached a big name from DeepSeek to lead their AI team. Xiaomi has a lot of potential, much more than Oppo and Vivo in my opinion. Hopefully they actualize it.