In the smartphone world, there’s Apple, and then there’s everyone else. Samsung may be the biggest Android OEM out there (and it also makes some of the nicest phones you can buy), but Apple has been able to command its own category by selling luxury devices at premium prices.
In a similar vein, you could argue that Xiaomi is the Chinese version of Apple—it sells high-quality smartphones at low prices that make them accessible to a larger number of consumers. However you look at it, China is now home to two tech giants locked in an intense rivalry. Both Samsung and Xiaomi have invested heavily in their businesses in China over the past few years, and they’ve succeeded because of local partners such as Lenovo (for Samsung) and JD.com (for Xiaomi).
History of Xiaomi in China
Xiaomi, also known as Mi, began as a start-up in 2010 with a focus on creating high-quality products at low prices, mainly through the use of inexpensive parts. Its first product was a set of earphones that sold for the equivalent of less than $10, but it eventually moved into phones, and in the next few years, it quickly grew to become one of the world’s largest smartphone makers.In 2014, the company launched its first flagship smartphone, the Mi 4, which received positive reviews and was praised for its high-end specs at a low price.
The following year, Xiaomi released the Redmi Note, a budget-friendly model that fe
atured a large 5.5-inch screen and was priced at less than $150.In 2016, Xiaomi expanded its smartphone line with the Mi Mix, an innovative device that was the first to feature a nearly borderless screen. Later that year, the company also released the Mi Note 2, a successor to the Mi 4 that was praised for its design and specs.
How has Xiaomi grown so quickly?
Xiaomi’s growth in popularity can be attributed to a number of factors, but one of its biggest advantages is its online-only sales model. In China, where brick-and-mortar stores are common, people have to travel to the city to buy a product, which is a frustrating and time-consuming experience for those in the rural areas.Mi’s online-only sales model has created a more accessible product, which in turn has driven more users to purchase its products.Another key factor in Xiaomi’s growth has been its focus on expanding into other product categories that drive traffic to its site, such as fitness trackers, laptops, and even a smart rice cooker.
Which markets does Xiaomi focus on?
Xiaomi is the second-largest smartphone vendor in the world and has expanded into a number of markets, including India, Southeast Asia, Brazil, and Mexico.However, its biggest market is China, where it currently holds a 26% share of the market, trailing only behind local brand Huawei.In recent years, the company has also been working to enter the US market, and it has been making big investments in marketing and research and development in the country in an attempt to do so.However, despite making a number of key hires that indicate its attempt to enter the US market is serious, Xiaomi has yet to launch a product in the country.
Where Does Xiaomi Go From Here?
In the future, Xiaomi will likely continue to focus on its strengths and build on its current success in China. It will also likely expand into new product categories, such as smart home devices, as it has done with its rice cooker and other products.In the country, its biggest competitors will most likely remain Huawei and Oppo, with Samsung’s decline in the Chinese market opening the door for Mi to claim the title of the country’s top Android smartphone brand.However, Xiaomi will need to be careful not to become too comfortable with its status in the country, as other brands are sure to make attempts to topple it in the near future.
Will Xiaomi ever sell flagship phones in the US?
At the moment, it looks like Xiaomi’s immediate focus is on China, but it’s also likely that it will expand into new markets in the near future.While Samsung’s decline in the country has created an opening for Xiaomi to become the top Android smartphone vendor, the company will need to make serious investments in marketing if it wants to overtake Apple and become the top smartphone brand.
If Xiaomi does decide to make an attempt to enter the US market with its flagship devices, the company will need to ensure that the devices are compliant with network signals and frequencies in the country.However, a more pressing issue might be the fact that many flagship smartphones sell at a high price, and Apple and Samsung have both proven that customers are willing to pay a premium for premium devices.
Lessons from Apple and Samsung in China
When looking at Apple and Samsung’s experiences in China, a few key lessons emerge.First, it’s important to recognize the unique culture and customs of the country, and it’s also important to partner with local companies. Samsung partnered with Lenovo to sell its phones, while Apple partnered with JD.com, which allowed the companies to better tailor their products to the Chinese market.Secondly, it’s important to understand that Chinese consumers are picky about the products they buy.
For example, Chinese consumers are attached to their brands, and they often want the same brands that they had in the past, even if they’re not the latest model.Thirdly, it’s important to be patient, as it takes time to truly understand the country and its consumers. Apple is a prime example of this. It took the company a decade to truly understand China, and now it’s making billions off the country.
Final Thoughts
China is an incredibly important market for both Apple and Samsung, and it will continue to be as the two companies compete with each other and other brands to win over Chinese customers.Both companies have had their ups and downs in the market, but they’ve also grown stronger as they’ve learned from their mistakes and have adjusted their strategies accordingly.
For example, Apple has taken a patient approach to the country and has partnered with JD.com to better tailor its products to Chinese consumers. Samsung, on the other hand, has partnered with local brands and has focused on building its reputation in the country by offering cheaper devices.
