In recent times, Chinese manufacturer, Xiaomi, has been doing exploits in the smartphone market. The company is now the second-largest smartphone brand in the world behind only Samsung. In the Indian market, the second-largest smartphone market globally, Xiaomi is comfortable in the No 1 position. Now, reports out of Russia show that in June this year, Xiaomi ranks first in the Russian market sales. The company and its sub-brand Poco sales in the Russian market exceeds that of South Korea’s Group, Samsung.
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Russian retailer MTS analysis shows that in June this year, Xiaomi’s share was 31.2%, and Samsung’s share was 29.8%. Apple is in the third position with a market share of 14.5%. Another Chinese manufacturer, Realme is in the fourth position with a market share of 4.6%. Xiaomi’s sub-brand, Poco, is fifth with a share of 3.8%. At the same time, in terms of sales, Apple still maintains its leading position.
A representative of the M.Video-Eldorado Group, Russia’s largest retailer of household appliances and electronic products, confirmed, “In June, the Xiaomi brand, including the Росо sub-brand, became the leader in the Russian market in terms of quantity. At the same time, Samsung ranked first in the first half of the year. In addition to Xiaomi and Samsung, other popular brands in June this year are Apple and Honor”.
Xiaomi sales strategy is working in Russia
It is not a surprise that Apple is still on top in terms of sales revenue. The company does not seem to compromise much with respect to the price of its devices. However, for Xiaomi, we all know its strategy. The company focuses on release cheap and affordable devices to the market. This has been its strategy in many markets especially India. Interestingly, this strategy has been working well for the company. Even the Poco brand that is popular in Russia also uses this strategy. In fact, Poco focuses on bringing flagship features for mid-range prices.
However, Xiaomi is not using this sales strategy within China. According to the company, for the Chinese market, it will use the offline sales strategy. According to Xiaomi’s CEO, Lei Jun, 70% of smartphone buyers prefer using offline channels. To this end, the company is opening thousands of stores in China monthly to achieve its aim. Lei Jun also believes that Xiaomi has the efficiency of e-commerce to cover all offline stores. According to him, the company opens no less than 1000 offline stores every month. He also claims that as of the end of June, Xiaomi had up to 8000 offline stores.