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The secret of success “Chinese Apple”, or as Xiaomi earns a new model of smartphone sales

Company Xiaomi for 12 hours managed to sell 800,000 smartphones model Redmi Note 2, which, however, was about to become a manufacturer of gadgets absolute record sales. The reviewers I have found out, what explains the success of Xiaomi smartphones.

All 800,000 smartphones Xiaomi, often called the “Chinese Apple” for copying the style of the American Corporation, has sold through its official website. Sales through the site, in principle, are the main means of implementation of the company’s products, because Xiaomi is possible to adjust the volume batches. This allows it to create more hype around their products.

Party at 800,000 units for the company became one of the largest in recent times. So, the predecessor of this model, Redmi Note, Xiaomi for the first time put on sale in a limited edition of 60 000 units, which the buyers have bought in 13.9 seconds.

It is obvious that classical sales through retail networks under any circumstances would not have led to such excitement. Record Xiaomi — 2,12 million smartphones per day was achieved during the campaign Mi Fan Fest, in which the manufacturer, among other things, sold 247 000 power adapters 208 000 fitness bracelets, 79 000 Wi-Fi routers and 38 600 smart TVs. Just for these days, the company earned 2,08 billion yuan, or $335 million

In addition to excessive demand the use of Internet sales allows you to save on the delivery device. Thus, Xiaomi does not have to invest in the cost of their smartphones and logistics, as do other companies.

Strategy Internet sales also allows you to send the buyer directly from the plant without taking up a lot of storage spaces.

Thus, Xiaomi got rid of the extra link in the chain of devices from the manufacturer to the end user, which again results in cost savings and a reduction of production costs.

In addition, the company uses other methods to reduce the cost of production. Among them is the production of each model for at least 18 months. At the end of the life cycle of smartphone accessories for him yet Xiaomi is extremely cheap. And since the same components can be used in several models of smartphones, and in newer devices, the company gets a cheaper cost components, which leads to reduce the final cost of the entire smartphone.

For example, Redmi Note 2 has been estimated by the company at only $125 for a model with 16 GB of memory and $155 for the 32-Gigabyte version. The device has a powerful processor MediaTek Helio X10, 2 GB RAM, 5.5-inch display with a resolution of 1920×1080 pixels and a 13-megapixel camera.

As a result of A-brands, almost no one can offer their products a similar price, units B-brands have similar specs.

Such conditions can only offer other Chinese manufacturers like Lenovo, Gionee, Lenovo and a few dozen companies, virtually unknown outside of China. However, they still failed to achieve the same success as that of Xiaomi. Anyway, in Russia only gadgets Xiaomi has sold not one-off dealers, and private sellers that import devices in Russia is relatively large lots.

Another component, which particularly draws the attention of Xiaomi, is an operating system. In smartphones, the company used shell MIUI, which largely copies the style of the mobile platform Apple. Ironically, it is from this shell and started the company — originally the developers just offered to install it in several popular devices.

After this, the creators of MIUI began to gather around its Android version to the fan community and on its basis he founded the core target audience of Xiaomi smartphones.

Loyal fans were the first customers of Xiaomi smartphones, simultaneously forming a positive public opinion about the company’s products. This has allowed the company to move beyond the niche of Chinese manufacturers and to establish ourselves as one of the world’s leading suppliers of mobile devices. Xiaomi start a successful sale in India and USA, where she was been influential army of fans ordering via smartphones eBay and Aliexpress.

For the first half of 2015, Xiaomi sold 34.7 million smartphones. That’s less than half the targets for 2015 (the company has set a goal to sell 100 million smartphones), but at the same time 33% more than in the same period of 2014, said in July the CEO Lei Jun.

According to Strategy Analytics, in the second quarter of 2015, Xiaomi was ranked fifth in the world in the supply of smartphones on the market and controlled the share of 4.6%. Was ahead of her only Samsung (20,5%), Apple (10.9 per cent), Huawei (7%) and Microsoft (6.4 percent).

Soon the company plans to expand to the Russian market. Plans began sales in Russia were announced quite a while ago, but for various reasons Xiaomi devices while it is impossible to buy in mass retail. However, it also creates an image of the device is “not for everyone”.

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