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Base on Canalys on August 4, 2014, Xiaomi’s noticeable growth, overcome big company like Samsung and Lenovo to become the largest manufacturer in China. Because of China is a potential market with billion popular. Xiaomi became the 5th largest smartphone manufacturer in the world.
Xiaomi manufactured 15 million smartphones in China, increasing from 4.4 million in the same time a year ago. Xiaomi surpass Samsung, which sold 13.2 million smartphones in China last quarter, down from 15.5 million in the same time a year ago, according to the report. Over all, Xiaomi grew 240 percent, compared with the last year, accounting for 14% of the smartphone market. Xiaomi had chosen a different way for its branding, marketing and sales compaign. Xiaomi focuses on providing special software that customer feel unlikely to same with other Android Company. The company this year suggested plans to expand 10 new markets, including Philippines, India, Indonesia, Brazil Turkey and Malaysia.
Xiaomi’s Position on the International Market
Base on marketingai.admicro.vn (2018), at the age of 8, what Xiaomi achieved so far is really amazing and admirable. Xiaomi has become the third largest smartphone maker in the world, behind only the industry giants Samsung and Apple. Not only that, this brand has revolutionized the smartphone industry with a groundbreaking strategy of ‘selling high products at low prices.’ Not only has it been successful in the Chinese market, but as it reaches out to the world, Xiaomi is proving to be an amazing opponent in the technology marketplace, which is also full of challenges.
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Fast Success of Xiaomi
Base on Ychina (August 8, 2018) there are some secrets behind fast success of Xiaomi. In 2017, Xiaomi exceeded its revenue target of around $16 billion. From its creation in 2010, it took Xiaomi just 7 years to get there. That’s compared to Google 9 years, Facebook at 12 years and Apple at 20 years.
Xiaomi success is now spreading beyond China already selling more than 500 products and services to 190 million monthly in 70 countries. So even before its IPO, Xiaomi had already been making some waves oversea. It has already become a market leader in another huge country- India. Last year it announced it would to bring some 200 products to India and invest $1 billion in 100 India star ups over the next 5 years.
Xiaomi – The Smartphone has a Huge Fan Club
The data posted in 2015 from Bernstein Research, while the cost of Marketing for Samsung spent 8% of sales, Xiaomi spent only 3.2%. The way that Xiaomi chose that build loyal fan using word of mouth is make Xiaomi’s unique marketing style. The marketing force for Xiaomi is the number of loyal fans. On community called MIUI, fans willing to explain to each other about new applications, functions, etc… about new smartphones that Xiaomi launched. In 2017, Xiaomi entered officially in Vietnam, however, the number of customers using Xiaomi’s smartphones contribute in this community is small- only 5,000 of the 40,000 people (2017).
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Unique marketing strategy of Samsung
As a reported by bbc.com (2016) Samsung is known as one of big smartphone Company in the world. Samsung held introductory event launched the Galaxy S7 and S7 Edge at this year’s MWC on February 22, 2016. Specially, this event has the participation of Mark Zuckerberg (the founder and CEO of Facebook). The joining of Mark Zuckerberg has made many effects as well as highlights for the presentation of Samsung. This is the first time that about 5,000 people have experienced the Gear VR. No one could expect that Mark Zuckerberg can appear on the stage and spectators are still was attracted with the S7 inside the VR. Anyway, the PR effect of Samsung has achieved their goal. This is proven by a series of newspapers by international reporters about the appearance of Facebook CEOs in event by Samsung. That an unforgettable memory with the guests.
Oppo in Viet Nam- Breaking and Leading
Following to marketingai.admicro.vn (2018) Oppo thought being a “Jonhny Raw” on smartphone market but what it has done so far more than people can imagine. In Vietnam, Oppo only stand behind the ‘big brother’ Samsung in the market share war. Oppo focus on marketing mix. They use diversity of channels and methods to build a successful brand. We can see that Oppo is has a lot of big names in the entertainment industry in Asia as their brand names, from G-Dragon, Yang Mi and Lee Min Ho. All of these characters are OPPO brand ambassadors in Vietnam like Son Tung M-TP Ho Ngoc Ha, Toc Tien, Noo Phuoc Thinh or Chi Pu.
They have different mission for each segment. The others strategy is to approach customers ‘as much as possible’. Oppo as a sponsor, appearing many times on national television stations such as VTV3 must be familiar with audiences. In addition, Oppo has appeared in events as Heartbeat: The live show point the 10th anniversary of My Tam Singer and Color Me Run is very familiar with young people. Oppo is increasingly demonstrating its bravery when it comes to ambitious and intelligent steps in Oppo’s marketing mix.
Apple- smart marketing strategy
In accordance with Bloomberg News, in 2007, iPhone launched the first generation smartphone, which marked the important path of smartphone marker at that time. Iphone no need spent the cost of advertising but the media are also tried to exploit about new phones. For example, at this time, the press is trying to exploit information about new generation iPhone. Even though the company has not undisclosed anything about the product, the new generation of iPhones has become a ‘superhero’. Apple also lay on their products on TV shows, movies. Audience easily recognizes products of Apple used by celebrities in television shows or movies.
‘Hidden information’ marketing campaign of Huawei
Base on trangcongnghe.com (2017) in 2015, Huawei launched Honor 4C using ‘hidden’ information in Vietnam, although launched overseas before. And when Honor 4C was released, Huawei organized a great event for new smartphone. They invited the Saigon Heat basketball team and to be ambassador and imposed at a price of only 2.99 million dong to get the customer immediately pay attention. And of course this ‘method’ has worked.
A product with price at 3 million suddenly came out with an HD display, 2 GB of RAM, an 8-core Kirin 620 processor, and many other functions that the customer really unbelieves at that time. Despite Honor 4C launched on July 23, 2015 at 8 pm, more than 16,000 people ordered on July 31, 2015. Huawei may be trying to keep things quiet, and then boom Through, their smartphones is gaining more attention from articles and the user.
Wrong in marketing-the collapse of Nokia
Based on brandsvietnam.com (2016) As Nokia’s default is a simple example of a mistake many companies make about marketing strategy. It is not a decision to avoid, but rather it is wrong. This is a marketing strategy you can learn your business keep away from this mistake. However, everywhere is the message of Nokia. Inconsistencies in their promise, commitment to values that the Nokia products give us like they tell people that they know nothing about their products).
For example, advertising on television can be a good marketing method (although for small businesses, which often cause waste of money). But when your marketing does not focus on the messages, advertising on television will only deplete your marketing budget until it is clean. Effective marketing campaign is to help people understand the best reason they should buy from you.
