Three years ago, nobody knew about Xiaomi, and most people probably won’t even like to know. It was like in a Fast & Furious movie; the speed at which Xiaomi overthrew nearly everybody and raced to the position of world’s third largest smartphone vendor within this short period.
Bar veterans Samsung and Apple, the Chinese phone maker would have been crowned king of smartphones even as Xiaomi phones are legally available on sale in less than 1% of the earth’s countries, shockingly. That’s a huge lesson to everyone: when you introduce something different and appealing to everyone, you become a crowd favorite — at least in Xiaomi’s case.
Interestingly, it’s not only the affordability of Xiaomi products that makes the brand sell very well. After all, thousands of Chinese start-ups offer even more affordable Android handsets but their popularity comes nowhere near the Apple of China, Xiaomi; or as we now call them, the Slayer Of Tech Giants. Xiaomi’s mojo lies in packaging.
In packaging, so many things are involved. The flash sales are part of the packaging, so is the media coverage which probably cost them a fortune at the beginning. Xiaomi pays attention to OS updates for most of their flagships and has customer care routes and neat, standard websites for the Chinese and international users as well. All these are a great deal of packaging.
Last year, the company achieved their lofty dream of selling 60 million handsets by December 2014. This year it looks like the phone maker will reach its target once again, even though a 100 million-unit-shipment is the milestone this time around.
According to a Chinese factory which supplies displays to Xiaomi, the phone maker has roughly shipped 35 million smartphones this year and that was as of June 2015. By this time last year, Xiaomi had only 26 million smartphone shipments to their name. So you see, the 100-million target is still very realistic and neatly possible.
Xiaomi sees itself as the market leader of the smartphone industry in the next coming years. By the time they acquire their US entry and penetrate the European markets, “Samsung will be thrown to the dogs,” Kirk McMaster, CEO of software outfit Cyanogen warns.
We hope to be around to see how the next 4 to 5 years pan out for the mobile industry and to know if Xiaomi’s success will continue or whether the company will face the wrath of tomorrow’s up-starts.