December 2, 2023

In an effort to regain its standing within the extremely aggressive Indian smartphone market, Chinese language tech big Xiaomi is redirecting its focus in direction of bolstering gross sales by brick-and-mortar shops. The transfer comes as the corporate goals to revive its smartphone gross sales, which have lagged behind its South Korean rival, Samsung.

India’s e-commerce sector has skilled vital progress in recent times, with platforms like Amazon and Walmart’s Flipkart fueling the growth of corporations like Xiaomi in one of many world’s fastest-growing smartphone markets, boasting a formidable 600 million smartphone customers. Whereas on-line gross sales now represent 44% of India’s smartphone market, the corporate acknowledges that the brick-and-mortar section stays the dominant drive and expects it to proceed rising.

Official Statements from Xiaomi

Picture Supply: The Monetary Specific

Muralikrishnan B., the President of Xiaomi India, highlighted the corporate’s must strengthen its place within the offline retail house, stating that their market share in bodily shops lags considerably behind their on-line presence. In keeping with information from Hong Kong-based Counterpoint Analysis, a mere 34% of Xiaomi’s India unit gross sales this yr have been derived from retail shops, whereas Samsung, its foremost competitor, garnered 57% of its gross sales from bodily shops.

To deal with this disparity, they plan to broaden its community of shops past the present 18,000 and set up partnerships with telephone distributors to supply a wider vary of merchandise, together with TVs and safety cameras. By diversifying its product choices, they hope to faucet into much less aggressive markets inside the retail panorama.

The Indian Market

Nevertheless, the corporate’s efforts haven’t been with out challenges. Earlier this yr, the corporate misplaced its management place to Samsung, which boasts a bigger portfolio of premium telephones which can be in excessive demand amongst Indian customers. Samsung at the moment holds a 20% market share in India, whereas Xiaomi, traditionally identified for its budget-friendly telephones, follows carefully with a 16% share.

Recognizing the rising pattern of premiumization in India, the place customers are keen to spend extra on high-end merchandise, they purpose to rent extra retailer promoters to reinforce the in-store expertise. These salespeople will likely be tasked with attracting potential consumers, pitching Xiaomi’s merchandise, and in the end closing gross sales. The corporate plans to triple the variety of retailer promoters to 12,000 by the tip of subsequent yr, considerably growing its bodily retail presence.

One main hurdle the corporate faces in India is a monetary setback attributable to a freeze on its financial institution property, amounting to $673 million, imposed by a federal company for the reason that earlier yr. The company alleges that the corporate engaged in unlawful remittances to overseas entities underneath the guise of royalties. Xiaomi, nevertheless, denies any wrongdoing and expresses confidence that their place will likely be vindicated by the authorized course of.

Because the model strives to reestablish its prominence within the Indian market, the corporate’s strategic shift in direction of offline retail channels displays its dedication to compete head-on with Samsung and different rivals. By capitalizing on the rising demand for premium merchandise and increasing its bodily retailer community, Xiaomi goals to recapture its place as a number one participant in India’s fiercely aggressive smartphone market.

Xiaomi’s Competitors

Xiaomi store
Picture Supply: The Indian Specific

Xiaomi’s competitors with native smartphone manufacturers in India provides one other layer of complexity to its strategic shift. Gamers like Vivo, Oppo, and Realme have efficiently captured the eye of Indian customers by aggressive advertising and marketing and focused regional choices. To distinguish itself, the corporate goals to offer an unparalleled offline retail expertise. Their plan consists of interactive shows, product showcases, and customized customer support at bodily shops. Moreover, the corporate acknowledges the essential significance of after-sales assist. Increasing its service centre community and bettering buyer care services will likely be instrumental in constructing long-term buyer loyalty and belief.