Xiaomi, a brand that is always on the road to expansion
Xiaomi, as a well-known affordable mobile phone brand in China, occupies this important share in the Chinese market. The brand has been committed to expanding its distribution range. From Xiaomi mobile phones to Xiaomi rice cookers, Xiaomi balance bikes, and Xiaomi headsets, it tries to continuously break through its distribution range with products, and continuously connect consumers with the brand.
From mobile phone purchase users to smart appliance enthusiasts, Xiaomi IoT has won more and more markets in China. As the mobile phone brand with the highest market share in India, Xiaomi once again proved that it is good at continuously expanding the market.
Last month, Xiaomi once again launched its high-level mobile phone product Mi MIX fold. The launch of this product means that Xiaomi will enter the high-level mobile phone market. Next, the brand will expand the scope of distribution from the original customers who buy cheap mobile phones to those high-level customers who have a strong desire for technology and have strong spending power. This is not an easy task for Xiaomi.
Different from brands with strong purchasing power such as Apple, Samsung, and Huawei, they enter consumers’ brands at high-level prices. When Xiaomi launched the market, its positioning was to provide affordable mobile phones, so its loyal customers are those with low purchasing power, many of whom cannot afford the Mi MIX fold price. Therefore, the launch of this product means that Xiaomi will lose the support of the original market and will have to re-expand the consumer market with more purchasing power.
And because Xiaomi has always built affordable phones, consumers will first question whether they have enough technology to produce a high-level phone like Mi MIX fold. Will its research and development capabilities support this product with a folding screen?
The sales of Mi MIX fold means that Xiaomi must win the trust of customers from the high-level mobile phone market, and high-level customers currently belong to Xiaomi’s rival brands, and they may be very loyal to the brand services they are using. So, it is not easy for Xiaomi to win them into their own camp.
At the same time, the choice of high-level mobile phone buyers is often limited to brands such as Apple, Samsung, and Huawei. Even if they are attracted by Mi MIX fold, for them, changing a mobile phone means creating a Xiaomi account, initiating complex data transmission between different brands of mobile phones, re-adapting to the operating system and mode of Xiaomi mobile phones. These are not easy. Is Mi MIX fold attractive enough for them? So that they are willing to change their original habits in order to adapt to this phone. All this is still unknown.
From the rise of the brand to the occupation of the Indian mobile phone market to the good reputation that Xiaomi IoT has won among consumers, it has this very powerful marketing strategy in promoting products. Therefore, for Xiaomi, the above-mentioned challenges, although they exist, are not insurmountable. Through the technical posts active in the forum, Mi MIX fold has won a certain degree of word-of-mouth recognition.
Creating topics in forums and initiating marketing has always been the main battlefield of Xiaomi’s marketing. This time, they will continue to work here. With Xiaomi’s performance all the time, I feel that although they have a long way to go, they still have hope. Xiaomi is an ideal company, and opportunities are often willing to go with such a company.
