Recently, I have read a passage about competitions in the field of smart phones in China. I’m surprised by the big growth of the market share of Xiaomi’s products. On August 3rd 2015, there was a report posted that Apple had lost the top spot in the Chinese smart phone market to Xiaomi. Apparently, Xiaomi must have developed its own strength in order to defeat Apple. From my perspective, Xiaomi had successfully positioned itself as a low cost version of the “Apple product” and marketed towards a younger target audience. While Kyle commented Xiaomi succeed because of its middle or low end products and timing flexibility in terms of launching new product , I think its customized Chinese marketing strategy contributed more to its selling surge in China.
Generally speaking, Xiaomi’s products are known for their decent build quality, lightness, touch screen, and most importantly, unbelievably low price. It is not hard to realize that Apple’s smart phone has every feature similar to that of Xiaomi’s, except the low price. Obviously, low cost is part of the most important reasons of Xiaomi’s success in China.
Otherwise, When Xiaomi decided to set its slogan as “Born for You, Burn for MI !”，it’s already targeted the key customer segment to the young, which is undeniably also one of the most important customer segments of whole smart phone market. In order to attract young people, Xiaomi made advertisements by connecting it’s smart phone to dreams, faith, and passions of life. When young people began to use a brand of product, this brand always spread amongst the crowd swiftly. Eventually, relentlessly growing popularity could lead to a gaining of profit for Xiaomi.
(The picture is saying that”Always believe that good thing will happen soon.”)
Currently, Xiaomi is known as the biggest Chinese seller of smart phones that ranked as the world’s third biggest phone seller, trailing only Apple and Samsung. I think that, in the near future, Xiaomi smart phone company is highly expected to succeed in the worldwide market.
Reference:
http://www.cnet.com/news/apple-loses-top-spot-in-chinese-smartphone-market/
http://www.bbc.com/news/business-32592206
http://fortune.com/2015/08/03/apple-third-place-china/
(Source)
http://techcrunch.com/2014/07/30/xiaomis-one-more-thing/
http://www.androidauthority.com/xiaomi-taiwan-india-399394/