Xiaomi is now facing the dilemma of being short of itself and being longer than others. If it cannot solve the problem quickly, it will be surpassed by latecomers.
Xiaomi has long been the leader in Indian shipments, and now it has to step up.
Recently, Raghu Reddy, head of Xiaomi India’s online sales and category, said in an interview with the Indian Economic Times that Xiaomi and Redmi brands are clearly distinguished, and the small series represents high-end and innovation, but India cannot see this distinction. We hope to achieve this goal by 2020 and expand India’s high-end product line.
Xiaomi has already begun action. On January 17, Manu Jain, President of Xiaomi India, announced on Twitter that the POCO brand would operate independently. This is a sub-brand established by Xiaomi in 2018. has only launched one product, POCO F1. It is mainly for overseas markets. When it was launched in India, it sold for Rs 20,999 (about RMB 2,000), which is a high-end model. This is an attempt by Xiaomi to raise the brand, but it is obviously not good for the start-POCO F1 has not stirred up the waves. In overseas markets, Xiaomi’s most popular device is still the Qianyuan machine.
Cost effective, but difficult to build brand loyalty. Opponents can easily replicate Xiaomi’s play. For realme and vivo, the offensive is fierce. In the past two years, the growth rate has soared by double-digits and even triple-digits. Xiaomi’s growth rate has slowed down significantly and has entered the platform area.
Like the dilemma faced in China, Xiaomi must go up to find high-end market increments. Reddy said that the future Xiaomi brand in India will focus on the smartphone market of more than INR 20,000 (approximately RMB 1930).
Xiaomi’s management in India is also changing. According to the Economic Times, in addition to serving as President of India, Jia Yin will also be responsible for Xiaomi ’s macro strategy in India and globally, while leading the expansion of smart TV and IoT categories in India. He is the only expatriate of Xiaomi ’s vice president level management , who once led Xiaomi to siege the city offline in India. The change of Jia Yin’s responsibilities indicates that Xiaomi will invest more energy in overseas markets and IoT categories.
Muralikrishnan B, chief operating officer of Xiaomi India, will take charge of the pipeline, and Xiaomi claims to double its offline sales in India this year, widening the gap with Samsung and realme.
Behind these intensive arrangements is Xiaomi’s uneasiness in India. The low consumption level in India requires a long market cultivation period. High-end markets already have Apple, Samsung and OnePlus. As for offline, it has never been Xiaomi’s specialty, especially in sinking markets. OV has been working for several years, and has nearly 10,000 stores in India. Xiaomi faces a dilemma in India that is shorter than others. If you ca n’t find a way to break the situation quickly,Will soon be surpassed.