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Xiaomi Growth

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Why Xiaomi can grow so fast?

The International Data Corporation (IDC) has reported that Xiaomi Inc, a privately owned Chinese electronics company headquartered in Beijing, China, was the top smartphone company in China last year with a 12.5 percent market share, narrowly outpacing South Korea’s Samsung. The article analysis the strategies used by Xiaomi to become a market leader.
The key strategy that put Xiaomi firmly on the map was coming up with a good quality phone at a lower price range. Xiaomi pursued a very different business model to Apple, selling high-specification smart phones at low prices. Xiaomi’s MI 3 smartphone, its flagship, is appropriately light and thin (8.1 mm),with nicely beveled curves. A color-popping display from LG and a high-performance Qualcomm processor gives buyers the same components they would find in other smart phones. The device runs on MIUI, Xiaomi’s own version of the Android operating system and incorporates weekly software updates from users which is a big USP. By building its own Android-based OS called MIUI, XIAOMI phones got new exciting features not found on standard android devices as well as plenty of customization options.
Xiaomi has also managed to harness the power of social media by not only broadcasting their messages and announcements but by actively engaging with their customers. In its early stages, the company pioneered flash style sales which were done with little or no advertising. Flash sales basically mean selling limited quantities during limited periods. These created a sense of anticipation and urgency – great factors to win consumers’ minds and hearts. Once it created a strong and loyal customer base it harnessed the power of active social media. Word of mouth marketing worked very well for Xiaomi and they continued to take full advantage of it.
Xiaomi’s real invention is its business model. It sells only online, never in stores, and avoids conventional advertising, devoting only about one percent of its revenue to marketing. Instead, the company relies on China’s social networks, Weibo and WeChat, which further reduced cost of sales and overheads related to brick and mortar stores or dealing with distributors and retailers. Xiaomi has essentially eliminated the large 20 percent to 25 percent cut retailers/distributors typically get, and pair that with the vision of earning profits from accessories and web applications/services within its eco-system (MIUI) instead. The money Xiaomi saves on marketing enables them to reinvest and buy top-notch components, keeping retail prices down. Xiaomi sells handsets in batches, usually of around 100,000. The first MI 3 release was highly successful and was bought up in only 86 seconds. This conscious decision to forgo greater margins from the phones itself, despite sporting components coming mostly from the same exact original equipment manufacturers (OEM) that Apple or Samsung would use, has allowed Xiaomi to carve out such a substantial market share in no time.
Last but not least, Xiaomi’s charismatic boss, Lei Jun, has done a great job in making his brand look cool and current. He has put a face to a brand, something that was not seen in the traditional Chinese market, and many have drawn parallel with Apple founder Steve Jobs who continues to be popular in the Chinese market.

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