Smartphones have become an integral part of human lives. Along with profit-sharing smartphones have become really demanding because of the all features you get on 1 screen. In India, smartphones are old on the basis of price because as they wanna make most out of their money. Well, how did Xaomi become one the leading in smartphone marketing or what were marketing strategies of Xaomi to capture Indians?
Xiaomi is a Chinese electronics company founded in 2010 by Lei Jun. Xiaomi ‘s main headquarter is in Beijing. Xiaomi has various products under its brand name like mobiles, laptops, MiTV, etc. Xiaomi is the world’s 4th most valuable technology start-up. Xiaomi’s annual revenue for the year 2018 was 25.4 Billion Dollars.
Interesting facts about Xiaomi
- Considered as China’s Apple, most of Xiaomi’s designs resemble Apple in its elegance, simplicity, and minimalism.
- Xiaomi’s mascot is a bunny called Mitu who wears Ushanka (Lei Feng hat). The Mi Bunny’s cap has a red star and it also wears a red scarf around its neck.
- Xiaomi sold 15,000 Mi3 smartphones in just two seconds in India
Marketing Strategies Of Xiaomi
Quality Products for a feasible price
Xiaomi provides quality prices at a lower rate to its customers. This made them establish in India easily within 3 years of its introduction.
Xiaomi sells its products on online platforms like Amazon and Flipkart but they also have their products displayed on retail stores.
Xiaomi unlike other brands Apple and Samsung launches faster. This is to not let their customers buy outdated technology and make them buy more frequently
Using The Right Medium
Xiaomi sold 2 million Mi tv’s in India. Xiaomi targeted the t.v audience by releasing a commercial that cast people from the famous Indian tv-series Sarabhai vs Sarabhai.
Xiaomi’s Direct Retail Strategy
Xiaomi has been breaking its record with online sales. Recently they have tried to get into retail so they can cut out middlemen and lower the costs for middlemen. Xiaomi “A brand that people were unaware of without any marketing or advertising sold a high quantity.
Xiaomi has a very unique business model and a very interesting method that disrupted the technology and smartphone market in India. In only 6 years from its incorporation in India, it has become a valuable brand for Indians. Xiaomi used all marketing strategies from traditional to social.