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China's Disruptor: How Xiaomi Succeeds in the Smartphone Market

Published: Feb, 2016 | Pages: 20 | Publisher: Market Intelligence & Consulting Institute
Industry: ICT | Report Format: Electronic (PDF)

Founded in 2010, Xiaomi unveiled its first smartphone a year later and quickly made its name among Chinese netizens. With a rapid growth in sales and popularity, Xiaomi has jumped to China's top three smartphone vendors in less than five years. This report profiles Xiaomi's history and analyzes in depth its product deployment, operational performance, key success factors, and future development strategies

List of Topics
Xiaomi's development highlights and product deployment in the fields of smartphone, connected TV, and smart home
Operational performance of Xiaomi's smartphone business in China, touching on its shipment volume and ranking (by market share) in recent years
Analysis of Xiaomi's key success factors and its future development strategies, including expansion in sales channels and overseas markets as well as diversification into 3C products, IoT, and cloud services

List of Companies
Apple
 Blue Charm
 Coolpad
 FIH
 GITV
 Google
 Honor
 HTC
 Huawei
 ICNTV
 Kingsoft
 Lenovo
 LeTV
 Mango TV
 MediaTek
 Meizu
 Micromax
 Microsoft
 Midea
 Motorola
 Nokia
 Qualcomm
 Redmi
 Samsung
 Smartisan
 Wasu TV
 Xiaomi
 ZT
 Table of Contents

1. Development History4

2. Product Deployment6
2.1 Smartphone6
2.1.1 Brand Name Xiaomi6
2.1.2 Brand Name Redmi6
2.1.3 Peripherals7
2.2 Connected TV8
2.2.1 Mi Box8
2.3 Smart Home Products10
2.3.1 Xiaomi Smart Home Products10
2.3.2 Xiaomi Smart Home IoT Open Platforms11

3. Operational Performance12
3.1 Smartphone Shipments Surge via Online Channel12
3.2 Market Share Leader in Chinese Smartphone Market13

4. Key Success Factors13
4.1 Open Innovation and Customer-Oriented Product Design14
4.2 Low-end Disruption to Lure Overshot Customers15
4.3 American-style Product Launch, Hunger Marketing Significantly Improve Brand Awareness16
4.4 Pre-Ordering & Outsourcing Production to Enhance Competitiveness17

5. Future Development Strategies18
5.1 Strengthening Sales Channels and Overseas Markets18
5.2 Diversification into 3C Products, IoT, and Cloud Services19
Conclusion20
Appendix21
Glossary of Terms21
List of Companies22
List of Tables
Table 1: Brief History of Xiaomi's Development4
Table 2: Specifications of Xiaomi's Major Smartphones7
Table 3: Specifications of Xiaomi's STB & Connected TV9
Table 4: Xiaomi's Major Smart Home Products10
Table 5: Smartphone Vendor Ranking by Shipments in China, 2011-1H201513

List of Figures
Figure 1: Xiaomi's Smart Home IoT Open Platform Solutions11
Figure 2: Xiaomi's Smartphone Shipments, 2011-201512
Figure 3: Xiaomi Redefines Product Value Chain15
Figure 4: Xiaomi's Low-end Disruption Strategy16 



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