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China's Disruptor: How Xiaomi Succeeds in the Smartphone Market

China's Disruptor: How Xiaomi Succeeds in the Smartphone Market

Founded in 2010, Xiaomi unveiled its first smartphone a year later and quickly made its name among Chinese netizens. With a rapid growth in sales and popularity, Xiaomi has jumped to China's top three smartphone vendors in less than five years. This report profiles Xiaomi's history and analyzes in depth its product deployment, operational performance, key success factors, and future development strategies.


  • DEVELOPMENT HISTORY
    • Table Brief History of Xiaomi's Development
  • PRODUCT DEPLOYMENT
    • Smartphone
      • Brand Name Xiaomi
      • Brand Name Redmi
      • Peripherals
        • Table Specifications of Xiaomi's Major Smartphones
    • Connected TV
      • Mi Box
        • Table Specifications of Xiaomi's STB & Connected TV
    • Smart Home Products
      • Xiaomi Smart Home Products
        • Table Xiaomi's Major Smart Home Products
      • Xiaomi Smart Home IoT Open Platforms
  • OPERATIONAL PERFORMANCE
    • Smartphone Shipments Surge via Online Channel
    • Market Share Leader in Chinese Smartphone Market
      • Table Smartphone Vendor Ranking by Shipments in China, 2011-1H2015
  • KEY SUCCESS FACTORS
    • Open Innovation and Customer-Oriented Product Design
    • Low-end Disruption to Lure Overshot Customers
    • American-style Product Launch, Hunger Marketing Significantly Improve Brand Awareness
    • Pre-Ordering & Outsourcing Production to Enhance Competitiveness
  • FUTURE DEVELOPMENT STRATEGIES
    • Strengthening Sales Channels and Overseas Markets
    • Diversification into 3C Products, IoT, and Cloud Services
  • CONCLUSION
  • APPENDIX
    • Glossary of Terms
    • List of Companies

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