A Case Study on Marketing Strategy of Xiaomi

With the intense development and growth of China's mobile communication and technology 
industry, many manufacturers have come up to take the advantage of growing market of mobile 
phone users. Approximately 1 billion people own a smartphone. This has led to birth of many of 
the world’s famous mobile phone brands. One of the major brand, emerged in 2010 was Xiaomi. 
In this paper, background of Xiaomi’s, its marketing strategies, business models have been 
presented. Also, comparative analysis of marketing strategy of Xiaomi and other manufacturers 
has been done to understand the reasons for the market success and the exponential growth 
exhibited by the company. The current state of information available through various platforms 
have been used to perform the study. It has been inferred that, the primary reason for this 
exceptional growth has been the product quality at cheaper rate with a focus on customer 
feedback and requirements. The testimony to this fact is its ever expanding portfolio into various 
domains such as smart TVs, Speakers, home appliances, personal computers to name a few.