The smartphone in India has been one of the most competitive markets in the country. Both local and international brands fight hard to make their position in India as it is a very profit-making industry and with the number of potential buyers India has, no company wants to ignore this market.
Along with being a profit-generating market, India is also very different from other countries as customer needs here are very different if we compare with western nations. Money is a big factor here and everyone wants to make the most of their money.
When Xiaomi entered the Indian market, It was dominated by Samsung and it is still hard to believe that a company within 3 years has become number one just by selling their phones online. Through this article, we are sharing some marketing strategies that helped Xiaomi to reach the top.
Chinese brands were seen as cheap and low quality but XIaomi changes this thinking by providing high-quality products at affordable prices. It was important to do that as Indian buyers love to save their money. Soon, this Chinese brand established an image of value for money products
For any brand to become successful, it should have one feature that is knowing the demand of customers. Indians badly needed smartphones as internet was expanding like never before and Xiaomi took the advantage of this by launching products according to the needs of smartphone users. Xiaomi kept on focusing at battery life and performance which Indians needed the most.
Timing is also very important in business, as making and selling products which are outdated is of no value. Xiaomi kept launching new products with new features but kept the price range as low as possible and made the customers to change their phones more frequently tha they used to do it.
You have a great product at a good price but, if you don’t have the right platform to sell it then your business will most probably fail. Marketers of Xiaomi knew this and they choose the biggest online platforms such as Flipkart and Amazon to make sure that their products reach to the maximum number of smartphone lovers. The company even uses its own website to sell its products.
Another marketing strategy that contributed to Xiaomi’s success is that the company never sold its products freely. The flash sales created a sense of scarcity every single time and such things make customers curious about the product which creates adds to the urge of buying that.
We hope this article helped you to know what made Xiaomi capture 57 percent of market share in Indian smartphone market in a time span of less than 3 years. Do share your thoughts on this.