For some time, it has been heard around that Xiaomi is thinking of expanding beyond the Asian borders and initially addressing the US market. Now we can say with certainty that this rumor is not unfounded, as Hugo Barra himself confirmed its veracity.
In an interview with Bloomberg, in fact, the vice president of the global division of Xiaomi said that "in the near future" the company will try to enter the American market by proposing its products and using the same market method used until now has allowed us to reach the current levels within 6 years. As a result, the company will initially focus on online sales, after-sales services and advertising via social channels and that this will serve to ease declines in sales in the Chinese market due to the increasingly dominant expansion of Huawei ( and other brands) Xiaomi undergoes the first sales collapse in China |.
Furthermore, the VP of Xiaomi continues, at the beginning they will focus on the sale of products that have a very high probability of sale (with minimal risk), such as set-to-box (Mi Box), fitness tracker and earphones (a new product will be presented in October in the USA), and in the event that there is a good expansion of the brand in this market, they will move on to the sale of all the remaining products, including of course also smartphones. This decision was carefully considered as the company strongly believes in the expansion of its brand beyond the Asian borders and for this reason they want to devise a market strategy that is as effective and impactful as possible, so as to conquer as many users as possible and create a good name with which to compete among the big brands that already exist.
Currently, the most profitable market for Xiaomi always remains the Indian one in which, even if there are many other competing brands, it manages to maintain a certain dominance given its continuous expansion, thus it will always be a market in which the company will invest a lot.
The most difficult barrier for Xiaomi to cross will not be so much getting noticed within the American market (as more or less this brand is already known) but rather gaining the trust of users linked to other brands (subtracting market share) that associate the Chinese products with low software / hardware and build quality. Furthermore, it must also be remembered that long ago Xiaomi purchased 1500 patents from Microsoft, some of which allow it to pre-install on its application devices such as Skype and Office, which hypothetically could attract a greater number of users, as well as lead to a good insertion of the company. (and its products) in the American market.
Article Xiaomi will sail to the US very soon seems to be the first of Xiaomi Fans Italia.
