With full force, steel balls Thunder as big as tennis balls on the Smartphone. The housing can survive the impact. Even the blows leave the appliance with an iron frying pan unscathed. What Xiaomi, the Chinese manufacturer of the device, wanted to demonstrate with this unusual presentation of its new model of Mi3 in the film: its smartphones it by no means is – contrary to the general reputation of Chinese products – cheap imitations. The representatives of Xiaomi want to show that her high top play in the League of the world Smartphone manufacturer.
With regard to the numbers, they do at least: with 60 million units sold, Xiaomi, which translates to “little grain of rice”, has risen last year to the world’s fifth-largest smartphone maker;. within a year, revenue has more than doubled. The only five-year-old company has suspended not only Chinese competitors including Huawei, TCL and Lenovo, but also allowed established international names such as Sony, BlackBerry and Microsoft behind it. Xiaomi is traded with a value of about $ 46 billion even as the most valuable starting-up companies of the world. The charismatic founder of the company succeeded in three years a billionaire Lei Jun.
The unprecedented success feeds mainly from the following sources:
In contrast to other electronics companies had Lei from the start on the domestic market in its sights. His calculation: Who leads the market in China, a big share of the world market as a whole in the face of the now enormous purchasing power in the people’s Republic automatically maintains. Differently than in most developed countries the Smartphone sales in China is still growing, annually by about a third.
At least at the beginning of Xiaomis audience was far from China’s rich middle class; She saw it also in the people’s Republic on devices from Apple and Samsung. Lei relied mainly on young people with little money. He suspected: you yearn for phones with similar capabilities, offers as an iPhone, can not afford but an expensive Apple device. Xiaomi presented smartphones with similar performance for converted just once around 100 euros, a fraction of an iPhone. Meanwhile, Xiaomi devices even when the very brand-conscious Chinese middle classes are popular.
Yet to get to a sufficient profit margin, Xiaomi chose in the first years of a particularly favourable distribution channel: the Internet. So, the company saved expenses were incurred through retail stores. Experienced contract manufacturer Foxconn and Pegasus are responsible for the actual production of the devices, which produce the most devices in large quantities for Apple, Sony, and pretty much every other electronics brands in this world. The operating system of Xiaomi devices is in turn derived from Android. Whose source code provides Google free of charge.
Precisely, the online sales helped Xiaomi especially for the young generation of Internet-related to cult status. The company’s Web site is modern, with the “mi” before the different device names Xiaomi like Apple plays with “i”. Xiaomi has even proprietary mascot, offered it for sale: the so-called MI Bunnys. It arrives at the young Chinese customers very well. Had Xiaomi heavily focused in its initial phase on successful models, such as Apple and Samsung, is succeeded now the company very much their own accents. Due to popular demand, Xiaomi has opened now own shops.
Also, the glamorous promotional parties are likely to have contributed to cult status, which now regularly hosted the Beijing company in all parts of the country and are open to all potential buyers. For many of them mainly from the poorer groups of buyers, it is the first time ever on a major event to be invited. Xiaomi is already become victims of piracy. Deceptively real imitations of Xiaomis current flagship, the Smartphone Mi4 found in the domestic as well as overseas. Even in Germany already Mi4 imitations have been spotted – Xiaomi Europe product range is not yet available. The Chinese company had to move the product launch in Turkey last year, because production in the country with the demand could keep up with.
The imitations should actually not further interfere with Lei Xiaomi founder. On the contrary, at least traditionally counterfeiting in China do not count as morally reprehensible, but are considered “Honor for the master”.
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