By what spell does Xiaomi make the giants Apple and Samsung tremble?
From a simple Android application development studio, Xiaomi has gradually established itself in the smartphone market by offering high quality devices at very competitive prices. The brand quickly made a name for itself and caught the attention of the general public. Next, Xiaomi was able to take advantage of the growing popularity of the Android operating system by offering a full range of products using this OS, ranging from connected objects to smart televisions, including toothbrushes and robot vacuum cleaners.
If in France, the firm is confined to smartphones, scooters, a few home cameras, connected watches or hair dryers, it is a completely different story in China where the firm is present in dozens of sectors, including as a mobile plan operator. Of course, Chinese merchant sites give pride of place to Xiaomi products and even if the firm does not officially sell toothbrushes in France, French consumers are more and more used to the brand.
A very recent presence on the old continent
This is incredible progress for a Chinese company created in Beijing in 2010! Xiaomi has made a name for itself thanks to the excellent price-quality ratio of its products. Indeed, the firm offers devices with very interesting technical characteristics for very competitive prices. His other secret? Mass production. By producing in large quantities, Xiaomi manages to reduce its production costs and offer devices at very low cost. The Chinese brand did not seek to do things differently on the old continent and bet on a very competitive offer to seduce European consumers. Present on the French market since only 2018, the firm is now well established.
Mass production
Its other strength in the smartphone market lies in its ability to tackle all segments. It is one of the rare manufacturers to offer Android devices from 100 € to more than 1000 €. The firm occupies the ground, even if it means competing with itself. In addition to its high-end “Mi” devices – which have lost this name to be called directly by a number (Xiaomi 12 instead of Xiaomi Mi 12) – the Chinese firm markets its POCOs and Redmi at ultra competitive prices. Devices with features that are normally the prerogative of more expensive models. These two brands – distinct from Xiaomi on the Chinese market, but part of the same entity in France – have won over European consumers with unbeatable value for money. And even if the technical sheets are similar, Xiaomi is a winner. After all, if a consumer chooses a POCO rather than a Redmi, it’s the parent company that wins the bet!
POCO drives the point home
While it is a separate brand in Asia, Redmi is a range of smartphones that goes from entry-level to mid-range with a very interesting price-performance ratio. The Chinese company offers even more accessible devices with its POCO firm, which is driving prices down and has swallowed up the 200-300 € segment. If you know the market, you know that at this price it is better to take a Xiaomi than a Samsung. The Korean is still doing well thanks to his reputation and the contracts he signs with operators. For how much longer ?
