How Xiaomi broke out of China to go global | Techtips4world

Xiaomi was started in 2010 today it’s one of the world’s most popular


 smartphones in India it’s number one so I come to its headquarters here in Beijing to understand just how this company grew so rapidly and how it can maintain its momentum Chinese rise has been meteoric just nine years after it was founded in one year after going public the Chinese company became the youngest member of the Fortune Global 500 the tech giant is best known for its smartphones it’s the world’s fourth most popular smartphone maker behind Samsung Huawei and Apple but Xiaomi doesn’t just make phones walk into one of Xiaomi x’



more than 1000 global stores and you’ll find
an array of different devices almost anything you can imagine they sell here in the xiaomi store i see virtual reality walkie talkies this device translates languages like Chinese to English voice assistant and smart home speakers wearables and even tools did I mention they sell everything since it’s early days Shaunie’s founders dreamed of an international footprint and now it’s one of a handful of Chinese companies who have managed to do what many couldn’t it broke out of its home market and went global a chemise headcount has grown from about 100 and 2010 to a whopping 17,000 staff members today this is company orientation where employees learn about the corporate history and corporate culture before they begin in their roles and just by the looks of it this is quite a lot of people it’s global headquarters in Beijing is home to about 12,000

 employees
 I’ve come to Xiaomi brand-new
headquarters and it’s so new that you can still see them putting on the finishing touches around the building and at the base of this Lobby you actually see this
it’s the Xiaomi store
the first thing that I think of when I see this store well it reminds me of an Apple store we are
different we’re very very different than the Apple Seon Wong is Xiao Meis global senior vice
president and head of the company’s international business I police a great company they do a lot of a technology innovation we we are we’re doing the same but our model is different want to sell as low as possible


 you start out setting at a premium price that business model originates from Xiaomi’s founder Chinese entrepreneur lay Jin Lai Jen’s vision was to create a premium smartphone that could compete with the likes of Apple and Samsung but at a more affordable price
this allowed Xiaomi to tap into China’s growing lower end smartphone market and it wasn’t long before it did the same abroad just look at this graph in 2015 6% of Shaunie’s total revenues came from outside mainland China by 2018 that grew to 40% the aim to eventually have half of its total revenue coming from outside its borders Xiaomi has achieved that by expanding into more than 80 markets but it’s India that is its biggest overseas success story to date it launched in the world’s second most
 you only entered India less than four years ago and you’ve become the number one smart phone 
maker how did that happen we offer very very high performance device with a very very affordable price before us if you want to buy a good smartphone it was very very expensive our model is to make the best product sell as low as possible’

that helps Xiaomi pull ahead of Samsung to become India’s top smartphone brand in 2018
while it still holds today Chinese rival BBK Electronics which backs vivo Oppo and real me could be challenging challenge market dominance outside of India and China there’s an additional 400 retail outlets including locations in Dubai Barcelona London and Mexico City when open now first stall in Mexico City actually 4,000 people showed up one argues Xiaomi’s fan culture is what helps set the company apart from other low-cost competitors from launch events to meetups for gadget enthusiasts there have been more than 1,000 Xiaomi fan events today here you have an entire wall dedicated to fans things that fans have sent to show me we always receive many many gifts normally they are technology geeks boy and a girl they met during our fence event so the couple in Indonesia met at a Xiaomi event named their child but the Chinese tech company has had its share of challenges too from temporarily withdrawing from Brazil to losing a trademark case in Europe against Apple over the name of its tablet and of course there’s the elephant in the room the United States Xiaomi has long said it plans to expand into the US market but those plans seem to be on hold thanks to the us-china trade war u.s. president Donald Trump has openly scrutinized shammies

homegrown tech rival Huawei on multiple occasions the US market there was talks about
2019 yeah US market actually is I think in no doubt is the most important market for everyone we are still very very young US market is very different we are working very hard try to design product for an awesome America but steal the resources is a big issue Xiaomi made its name with the smartphone but it like its competitors is having to diversify as the smartphone eras peak winds down smartphone shipments have declined for nine consecutive quarters here in China so for Xiaomi to continue to grow it sees its ambitions beyond the smartphone and beyond China actually we are much more than a smartphone companies we are the largest consumer Iowa P brand in the world the company is putting much of its energy into the home of the future from smart rice cookers to smart door locks our homes are going high tech and Xiaomi wants to ride that wave it says that it has more than 190 million connected IOT devices there is five ways that I can enter through this smart door first is through my phone electronically using something like NFC or Bluetooth and then there’s a number pad where I can input a number there’s also a traditional keyhole here but I’m gonna be super unique and
 try my fingerprint there we go it’s also taking on Samsung and LG with the launch of this smart
refrigerator which can categorize your groceries play music and even take notes
moment I walk in the lights automatically turn on let’s see if she recognizes me with an accent shall I show it shall I come I got her to recognize me and she just said what’s up earlier when I walked into the room she told me welcome back home you must be very tired go to sleep she has quite a personality the me AI speaker is Tommy’s answer to the Google home or the Amazon echo while Xiaomi sold nearly three million smart speakers in the second quarter of 2019 it still trails behind its Chinese rivals Baidu in Alibaba this store was open just about two years ago but one of the first things I noticed is that just across from it Xiaomi is preparing to open a brand new space but this one will be focused on lifestyle products and things related to the smart home

purifier company smart me it’s one of the 270 startups that Xiaomi invests in tell me
how this money in a significant way because will you sell me China to sell a product its products are sold in Xiaomi stores but also through its own channels to smart me has grown to become China’s number one selling air purifier consumer will know oh this part is really good and from Xiaomi but they also have their own brand cost learning you smart me even hopes to one day go public and just like Xiaomi smart me is pushing for success outside of China too right now forty-one thousand of your products are being used in India and you can track this in real time right it startups like this that have helped push on these international reach how do you continue the momentum you have to keep the innovativeness spirit smartphone market it’s a very very very competitive you have to do a lot of exciting things every day Xiaomi turns 10 years old next year and in under a decade it’s been able to do what many companies here in this country haven’t done succeed outside of China but just how big this company can get well that’s anybody’s


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