• Xiaomi's Marketing & Advertising Case Study

  • Jul 24 2022
  • Length: 17 mins
  • Podcast

Xiaomi's Marketing & Advertising Case Study

  • Summary

  • Xiaomi Corporation commonly known as Xiaomi and registered in Asia as Xiaomi Inc. is a Chinese designer and manufacturer of consumer electronics and related software, home appliances, and household items. Behind Samsung, it is the second largest manufacturer of smartphones in the world, most of which run the MIUI operating system. The company is ranked 338th and is the youngest company on the Fortune Global 500.

    Xiaomi released its first smartphone; by 2014, it had the largest market share of smartphones sold in China. Initially, the company only sold its products online; however, it later opened brick-and-mortar stores. By 2015, it was developing a wide range of consumer electronics. In 2020, the company sold 146.3 million smartphones and its MIUI operating system has over 500 million monthly active users. In the second quarter of 2021, Xiaomi surpassed Apple Inc. to become the second-largest seller of smartphones worldwide, with a 17% market share, according to Canalys. It also is a major manufacturer of appliances including televisions, flashlights, uncrewed aerial vehicles, and air purifiers using its Internet of Things and Xiaomi Smart Home product ecosystems.

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