As soon as it arrived, Hugo Barra he immediately learned that Xiaomi's strategies include the expansion of the company beyond China's borders in the near future.
A first step was taken towards Taiwan and Hong Kong, organizing direct sales through the Taiwanese official website and then establishing a local distribution center. A big event was also organized to which users were invited. The next step, he says Bar, will be to test the South East Asian market by proposing the same model, although no deadline has been officially formalized for now.
Obviously, the widespread diffusion of the Chinese language in those countries has greatly facilitated the immediate success that Xiaomi products have had, above all because in fact currently the terminals come out of the factory only with the English and Chinese languages available.
However, as you know very well, the MIUI community is very widespread and spread in 21 countries outside of China. A community that has contributed decisively to the diffusion of the brand, especially creating the translations necessary for the use of the terminals in their own country.
It is precisely on this large group of fans (500 millions of users in international forums) that Hugo Barra It counts to start to expand the market. In fact, the MIUI, the custom launcher from Xiaomi, with its free weekly updates, has come up with unimaginable success, creating a truly unique development model, not only collecting bug reports but also suggestions on new features.
According to the analyst Brian Wang of the Forrester Analysis company, the expansion in the western market will necessarily go into the maintenance of low-cost prices on high-end terminals. More effort will probably be needed because the costs (distribution, ed) will be higher and the Xiaomi will be forced to decrease its profit margins.
The same Hugo Barra admits it will be a complex operation but believes that the current model is winning and can also be replicated over the ocean.
[note-note] It is inferred that it will take some time before seeing Xiaomi terminals in Italian and / or European stores [/ alert-note]
Via | The Wall Street Journal