China's Disruptor: How Xiaomi Succeeds in the Smartphone Market
Table of Contents
1. Development History 4
2. Product Deployment 6
2.1 Smartphone 6
2.1.1 Brand Name Xiaomi 6
2.1.2 Brand Name Redmi 6
2.1.3 Peripherals 7
2.2 Connected TV 8
2.2.1 Mi Box 8
2.3 Smart Home Products 10
2.3.1 Xiaomi Smart Home Products 10
2.3.2 Xiaomi Smart Home IoT Open Platforms 11
3. Operational Performance 12
3.1 Smartphone Shipments Surge via Online Channel 12
3.2 Market Share Leader in Chinese Smartphone Market 13
4. Key Success Factors 13
4.1 Open Innovation and Customer-Oriented Product Design 14
4.2 Low-end Disruption to Lure Overshot Customers 15
4.3 American-style Product Launch, Hunger Marketing Significantly Improve Brand Awareness 16
4.4 Pre-Ordering & Outsourcing Production to Enhance Competitiveness 17
5. Future Development Strategies 18
5.1 Strengthening Sales Channels and Overseas Markets 18
5.2 Diversification into 3C Products, IoT, and Cloud Services 19
Conclusion 20
Appendix 21
Glossary of Terms 21
List of Companies 22
List of Tables
Table 1: Brief History of Xiaomi's Development 4
Table 2: Specifications of Xiaomi's Major Smartphones 7
Table 3: Specifications of Xiaomi's STB & Connected TV 9
Table 4: Xiaomi's Major Smart Home Products 10
Table 5: Smartphone Vendor Ranking by Shipments in China, 2011-1H2015 13
List of Figures
Figure 1: Xiaomi's Smart Home IoT Open Platform Solutions 11
Figure 2: Xiaomi's Smartphone Shipments, 2011-2015 12
Figure 3: Xiaomi Redefines Product Value Chain 15
Figure 4: Xiaomi's Low-end Disruption Strategy 16
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