Xiaomi is a 7yr old Chinese manufacturer who does NOT hold the TOP slot in China, but has become the Top Smartphone Maker of India.
India is currently world’s 2nd largest smartphone market.
In Q3-2017 the top 3 smartphones sold in India were Xiaomi's.
This is how they did it:
1. Excellent Online Marketing: [1] Initially sold only via e-commerce [2] Did successful Flash-Sales [3] exclusive partnership with e-com giant Flipkart [4] Initially single-mindedly mastered online retail (30% of India's smartphone sales) & satisfied online customers, then moved to offine retail
2. Optimized offline Supply-chain: [1] Instead of targetting all cities in one go, targetted few cities, captured them, then added new cities [2] In small cities started “Preferred Partner Programme” & tied-up with multi-brand outlets [3] In big cities, partnered with already-successful retail chains like Croma, Univercell, Poorvika, Sangeetha [4] Opened direct stores called 'Mi Home' [5] Made sure 'demand-vs-Supply gap' was minimal
3. Manufacturing intelligence: Unlike competitors that import devices, Xiaomi set up manufacturing facilities in India itself where it manufactures 75%+ of the handsets that it sells here
4. Mastered the Pricing & Products game: Captured the mid-price smartphone segment (Rs10k-20k) which is the fastest growing-smartphone-segment by launching phones with more & better features than its rivals’ products. This segment's initial owners (home-grown brands like Micromax, Intex, Lava, Karbon) failed to compete because they had already missed the 4G-VOLTE wave.
5. Latest Masterstroke: Launched '#DeshKaSmartphone' - an awesome phone at jaw-dropping price Rs6k with a Rs1k early-bird discount
Cogratulations to Manu sir and his entire Xiamoli India team.
I feel profoundly lucky to have worked with him at Jabong.
Dear readers, with the above post I complete my 1st Century on this blog. Also, this post was Selected by Quora for it's Quora Digest !!! Thank you so much :)
India is currently world’s 2nd largest smartphone market.
In Q3-2017 the top 3 smartphones sold in India were Xiaomi's.
This is how they did it:
1. Excellent Online Marketing: [1] Initially sold only via e-commerce [2] Did successful Flash-Sales [3] exclusive partnership with e-com giant Flipkart [4] Initially single-mindedly mastered online retail (30% of India's smartphone sales) & satisfied online customers, then moved to offine retail
2. Optimized offline Supply-chain: [1] Instead of targetting all cities in one go, targetted few cities, captured them, then added new cities [2] In small cities started “Preferred Partner Programme” & tied-up with multi-brand outlets [3] In big cities, partnered with already-successful retail chains like Croma, Univercell, Poorvika, Sangeetha [4] Opened direct stores called 'Mi Home' [5] Made sure 'demand-vs-Supply gap' was minimal
3. Manufacturing intelligence: Unlike competitors that import devices, Xiaomi set up manufacturing facilities in India itself where it manufactures 75%+ of the handsets that it sells here
4. Mastered the Pricing & Products game: Captured the mid-price smartphone segment (Rs10k-20k) which is the fastest growing-smartphone-segment by launching phones with more & better features than its rivals’ products. This segment's initial owners (home-grown brands like Micromax, Intex, Lava, Karbon) failed to compete because they had already missed the 4G-VOLTE wave.
5. Latest Masterstroke: Launched '#DeshKaSmartphone' - an awesome phone at jaw-dropping price Rs6k with a Rs1k early-bird discount
Cogratulations to Manu sir and his entire Xiamoli India team.
I feel profoundly lucky to have worked with him at Jabong.
Dear readers, with the above post I complete my 1st Century on this blog. Also, this post was Selected by Quora for it's Quora Digest !!! Thank you so much :)
Read this answer on Quora here:
sources:
goo.gl/PQGmzv
goo.gl/TcTfsW
goo.gl/8WmhF7
youtube.com/watch?v=qj32mUx1on8
youtube.com/watch?v=XJqaaPvoTzE
youtube.com/watch?v=GXkO3Mb5G9E
youtube.com/watch?v=qj32mUx1on8
youtube.com/watch?v=XJqaaPvoTzE
youtube.com/watch?v=GXkO3Mb5G9E
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