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Xiaomi : a new mobile phone sale model   [Copy link] 中文

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Post time 2014-3-2 03:19:46 |Display all floors
PUBLISHED : Monday, 24 February, 2014, 3:13pm (scmp)

I can't help but do a little armchair analysis about Xiaomi's Singapore launch, which is in the hands of Hugo Barra, a former US-based executive at Google (Nasdaq: GOOG) who came to Xiaomi in a high-profile defection last year. Xiaomi's chief executive and marketing guru Lei Jun has made it clear that Barra will head the company's global expansion this year, following its successful moves into the Greater China markets of Taiwan and Hong Kong last year. But it looks like Barra still has much to learn from his marketing master, as evidenced by what looks to me like a slightly sloppy first effort in Singapore.

Xiaomi previously announced plans to launch its newest third-generation, mid-range Mi3 model in Singapore on March 7, but conducted an online promotion there last Friday for its lower-end Redmi model selling for the equivalent of about $133. That promotion saw Xiaomi later trumpet that it had sold out all of its inventory within 8 minutes, similar to claims it made when holding similar promotions last December for the same model in Taiwan and Hong Kong.

But in Singapore Xiaomi declined to disclose exactly how many units it sold in that 8 minute frenzy, unlike Hong Kong and Taiwan where each promotion involved 10,000 Redmi handsets, known in Chinese as Hongmi. That lack of disclosure led some to question whether the Singapore promotion was just a stunt involving a very small number of smartphones, while others said the company was engaging in its usual "hunger marketing" tricks of creating artificial shortages to generate buzz.
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Post time 2014-3-2 07:46:48 |Display all floors
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Post time 2014-3-2 15:43:58 |Display all floors
receives two Xiaomi smartphones from Guo

So much for eliminating corruption and bribery (in the form of 'gifts').
I'm just here for the money

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Post time 2014-3-7 03:16:30 |Display all floors
zglobal Post time: 2014-3-2 19:51
Why would anyone buy this rubbish phone when SKY from Korea is similar in price and far superior i ...

rubbish??
Would you take a try?
I have a Redmi phone. It's very good.
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Post time 2014-3-7 07:53:38 |Display all floors
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Post time 2014-3-16 00:13:51 |Display all floors
zglobal Post time: 2014-3-7 07:53
There are lots of good products in the world, but not so many brands.

Making a global brand is a  ...

First batch of Xiaomi Mi3 smartphones sold out in Singapore
Sidney Wong
Monday, Mar 10, 2014

It only took two minutes for stocks to run out.

The first batch of Xiaomi Mi3 was snapped up by consumers within minutes after it went on sale at 12 noon on Friday.

Priced at S$419, the Mi3 is a good deal if you do not require 4G LTE connectivity and a memory card slot.
Its midrange offering, the Redmi has proven to be very popular among consumers too. The first batch sold out within 8 minutes on February 21 while the second batch was gone in 6 minutes.

Xiaomi sells most of its smartphones through its website and social networks in China. For Singapore, Xiaomi also partnered with the three telcos to sell its phones. Selling phones online helps the company minimise costs for consumer as it eliminates the need for middlemen and distributors.

Many critics pointed out that Xiaomi is using scarcity marketing to create artificial shortages, the Chinese phone maker stated that these flash sales are used to gauge consumer reaction to each phone model. If the response to a particular phone model is positive, Xiaomi will increase production of the phones to meet demand. This helps to keep costs to a minimum while ensuring that there is no surplus.

Overview

Xiaomi may be a new player in the mobile scene here, but its marketing strategies and presence do not go unnoticed. Its midrange smartphone, the Redmi, is so popular among consumers in Singapore that the first batch of stocks ran out in 8 minutes on February 21. The second batch released six days later was snapped up in 6 minutes.

It's not hard to guess why the Redmi sold like hotcakes; it presents itself as an extremely good value for money smartphone and delivers good performance for its price point. Its flagship smartphone, the Mi3 is selling very well in the Chinese market too. Here's a quick overview of its sales figures for the past few months:

• 100,000 units were sold out in less than two minutes (to be exact, 86 seconds or 1 minute and 26 seconds) on October 2013

• 150,000 units were sold in 9 minutes and 55 seconds on WeChat

• 50,000 units were sold out in 4 minutes and 59 seconds on January 7

from asiaone.com
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