THE Xiaomi have big plans for your near future. In just 3 years he wants to surpass his American rival, Appleas well as the current leader of the smartphone market, the South Korean Samsung. For this, the manufacturer led by Lei Jun has a solid underway whose main stages we already know.
The bold intention was announced by the CEO of the Chinese manufacturer, Lei Jun, during the presentation of the new range of Xiaomi 12 smartphones on December 28. There, the executive shared a bit of the strategy he outlined for the future of the brand.
Outperforming Apple and Samsung in the smartphone market in 3 years
It is important to note that at the beginning of this year, 2021, Xiaomi would surpass Apple in sales volume, although momentarily the omen was positive. This fact, highlighted by Lei Jun, showed that his company reached the second place in this market.
Now, however, the executive has reiterated his commitment to do everything possible so that his Xiaomi not only surpasses Apple, but also Samsung, in the space of three years. Thus, by the end of 2024, the Chinese brand could lead the market.
We also recall that Lu Weibing, senior vice president of Xiaomi Group in China and general director of Redmi, made a similar statement last November. It was then that in a publication on the Chinese social network Weibo, this executive had made known for the first time the objectives of the brand, as well as the necessary steps to get there.
The China market will be crucial to Xiaomi’s success
First of all, Xiaomi wants to focus on its local market, China. There, where approximately 70% of the volume of smartphones sold is sold in physical stores, the brand intends to considerably increase its number of physical stores in the country.
This will be the first step, having up to 30,000 physical stores and points of sale in China. At the same time, Xiaomi will also increase its Mi Store stores in Europe and other parts of the world. A phenomenon that, in fact, we have felt with special intensity in Portugal, with the manufacturer continuing its rapid expansion in the national economic fabric.
Second, as the number of physical stores outside of China increases, the brand will focus on reaching the top of the market. To that end, it will not focus on aggressive marketing against rival Apple or Samsung, it will focus on product development.
More physical stores, more investment in products to surpass Apple and Samsung
Lei Jun wants a Xiaomi focused on its own products and not distracted by “marketing wars”. The triviality of guerrilla advertising will be replaced by the investment of more capital in R&D (research and development) to create captivating products.
That said, Xiaomi will not specifically focus on Apple and / or Samsung, but rather on improving their products. In addition, you want to market new solutions and devices that enhance your portfolio and captivate new consumers.
Xiaomi currently ranks third in the global smartphone market, showing impressive growth. In fact, its growth rate accelerated after the hecatomb of Huawei – which once challenged Apple and Samsung – and it promises to focus on this strategy to reach the first place.
However, by 2024 a lot can happen – look at the Huawei example. However, Xiaomi is motivated to improve its products, focus on markets such as China and Europe, as well as bringing new solutions to the market.