Smartphone maker Xiaomi woos buyers off mainland
By Shen Jingting (China Daily) Updated: 2014-04-09 07:15"Our most-purchased handsets are Apple's iPhone," Lee said. "Though we do promotions on Xiaomi, HongKongers are still reluctant to buy one because it is not that popular."
 |
 |
Globalizing "is an issue of great significance for Xiaomi, because the company needs to prepare for a future IPO and attract more potential investors by telling the world an inspiring start-up story," Cheney Ji, a Shanghai-based telecom expert, said.
Xiaomi provides customers with high-quality smartphones at competitive prices, making it a major advantage, Ji said. However, other factors, including branding and logistics chains, may pose challenges.
"Xiaomi has to develop localized software and Internet services to complement its expansion strategy in overseas markets," said Sophia Chen, analyst with the Taiwan-based tech research group Market Intelligence & Consulting Institute.
So far, the most significant move taken by Xiaomi to expand overseas was inviting Hugo Barra, Google's former vice-president, to join the company last October in a bid to boost Xiaomi's global business.
Tom Kang, mobile device research director of Hong Kong-based Counterpoint Technology Market Research, said Xiaomi will be successful in Asian markets as its product line and price hit the mark for sophisticated users.
"But the US and European markets will be hard to penetrate as the channel strategy is different, and building the brand will require a marketing budget that is going to require huge resources," he said.
 |
 |
- Chinese pork firm launched $5.3b IPO in Hong Kong
- China to link exchanges of Shanghai, Hong Kong
- China stocks close higher on Thursday
- China announces Shanghai-HK mutual stock market access
- Royal DSM board member sees positive impact
- China open to Trans-Pacific Partnership
- Commission denies rumor of relocation list
- 'Red' WeChat messages reach Chinese blue helmets
