Xiaomi is a word of chinese origin which means “millet”, a food grain, generally grown in several parts of the world. Like its name’s origin, it is, too, originated from Beijing, capital of China, in 2010. It is expanding to other markets including Greater China, India, Japan, Russia, South Korea, South Africa and most countries and regions in Southeast Asia and Western Europe.
Xiaomi makes and invests in smartphones, mobile apps, laptops, bags, earphones, shoes, fitness bands, TVs and many other products. Xiaomi is also the fourth most valuable company after Apple, Samsung and Huawei to have self-developed mobile phone chip capabilities. The company launched its first smartphone in August 2011, and it instantly gained market share in China to become the country’s largest smartphone company in 2014. Xiaomi currently has 18170 (as of 31 dec 2019) employees in China, India, Malaysia, Singapore and is also _ South Africa.
Xiaomi in India
With its first international headquarters in Singapore, Xiaomi announced its expansion beyond the home country, China. Following Singapore, the company started potency in Malaysia, Philippines and even in India. The company set foot on the Indian market with Mi 3 in partnership with India’s top e-commerce website, Flipkart . It implemented the idea of flash sale to market its really honest priced smartphones.
” A flash sale is a discount or offered by an e-commerce platform for a short duration of time. Interested customers had to register for the sale. It creates an urgency to customers to buy the product as soon as possible before it goes out of stock.”
Here, Xiaomi played well and made available only a limited stock of devices that were sold out in a few seconds. In India, Chinese brands have always been recognized as cheap and low quality, but Xiaomi changed that anticipation. Xiaomi made their smartphones cheap but not at the cost of quality. In fact, the quality is much higher in comparison to the local brands,sometimes. With its good quality and mid-range pricing, Mi phones became an instant hit and the perfect device to upgrade for the low-end phone users.
Xiaomi continued and launched many more successful smartphones like the Xiaomi Mi4 for ₹19,999 in 2015. Xiaomi was highly affordable and played a role of patron for middle class people who prefer, generally, to buy low-end smartphones. It competed with the Samsung Galaxy S5 that was launched at a high price of around ₹50,500.
Mr. Manu Kumar Jain, who was initially the head of operations for Xiaomi in India, is today the India Managing Director and Global Vice President. According to him, the most important factor for the success of Xiaomi in India is the offering of great quality products at a fantastic price. The company does a lot of innovations on both the software and the hardware extremities. In India, the company has invested in three different factories and opened 2500+ service centres.
Also, the company does not focus on any one particular feature of a phone. The top selling smartphones like Redmi Note 8 Redmi note 8 pro, and Redmi 8 had top-notch specifications in terms of RAM, camera, storage, battery and processor in their respective price ranges. By adopting such strategies and understanding the market requirements Xiaomi built up the ladder of success under Manu Jain’s guidance. As per the latest data shared by counterpoint research, Xiaomi has 32 percent market share followed by Samsung with 16 percent. Lenovo, Oppo, and Vivo have lost some share in the market in Q1 2020.
Other than smartphones, the company has invested into the Smart TV’s now. Competitors like Samsung, Sony, one plus and lG should be concerned as Xiaomi is offering way more in TV lacuna. It promises the same quality of in software, hardware, design and picture quality as Sony and Samsung, but at a much lower price. The quality vs affordability dilemma is more blurred than ever before, thanks to Xiaomi’s aggressive marketing strategy. For a brand that has built its reputation on affordability, it was initially surprising to see Xiaomi bring its flagship TV. Not only did Xiaomi venture into the TV segment but went a step further by pricing its top premium TV at the same price that Sony or Samsung would charge for entry-level TVs.
Plans in the pipeline
Although Xiaomi retained the number one position smartphone selling tech giant in India currently, according to the company, it hasn’t achieved its full potential yet. They are aiming to launch a lot of products other than smartphones. There are still 300 to 400 million people who use feature phone users in India, and the company aims to bring them online through their smartphones. Xiaomi started in India with smartphones and today offers models in around eight to ten categories. In smartphones, fitness bands, and power banks, emergency lights, headphones, personal grooming products, truly wireless earphones and much more. The company today holds the top position in India. Now the company wants to advance further in India. It has decided to display 15-20 categories in our flagship stores. These shall not be for sale, but for experiencing and giving feedback, for customisation in India. This will help Xiaomi enhance its future offerings in the country. In India, the company wishes to stabilise in the TV business as they also plan to bring their TVs in the offline stores and aim to grow existing businesses. Eventually, it shall enter more into more product categories to be ahead from its competitors viz. Realme.
At last Masterinformers.com would like to inform you that,
Innovation, honest pricing and understanding of the marketplace as well of customer needs are the pillars of the Xiaomi success story in India.