Xiaomi Current Marketing Strategies and Future Penetration into European Market

Abstract

Mobile devices and internet are some of the most prominent technologies in the modern world. Xiaomi is a Chinese hardware company that is most notable for their rapid success through their efficient smartphone development and unique monetization strategy. Xiaomis attempts at growing business through formation of subsidiary companies have found short term success within the Chinese and Indian market. This study analyzes the advantages and disadvantages of Xiaomi's marketing strategy through literature analysis. The results showed that Xiaomis past strategies has limited benefits to their efforts to spread influence and gain market share within the European market. The growth of Xiaomi has been hindered by its brand image and outdated strategy. It is suggested for Xiaomi to distance their future strategies of enhancing brand image from their current brand image. One way for them to do so is the establishment of new subsidiary brands that leaves behind the low profit margin, high sales count strategy of the parent company. Xiaomis internet marketing strategy can also be enhanced through celebrity and event sponsorship.