In the second quarter of this year, Xiaomi’s mobile phone shipments in the Chinese market plummeted by 38% (according to IDC data), which triggered a surprise in the industry. How does Xiaomi's future self-help? According to Bloomberg News on August 19th, Xiaomi's international business executive Hugo Barra said that Xiaomi will soon launch a smartphone in the US, but the specific release date has not yet been fixed.
It is said that Xiaomi will adopt a Chinese-like model in the United States, namely through online retail channels and through social networking.
In an interview with Bloomberg Financial TV, Bara said that according to income, the United States is the world's largest smartphone market, and now Xiaomi can no longer ignore the US market.
Bloomberg pointed out that nowadays, the growth of Xiaomi's home market in China is slowing down, and competitors including Huawei have also eaten up the share of Xiaomi. Therefore, the current international expansion is especially important for Xiaomi.
Barra said: "The US market has always been in our field of vision. We will start with social media first and connect with young people who are very keen on new technology in the United States."
Barra is the executive of Xiaomi's overseas market. In the past, he also said that Xiaomi will sell smartphones in the United States. However, for Xiaomi, the time and conditions for entering the United States have become more mature.
In June of this year, Xiaomi and Microsoft reached a number of cooperation, and Xiaomi also acquired 1,500 technology patents from Microsoft, which will increase Xiaomi's patent library, so that it will be in a more favorable position in the future when it encounters patent litigation overseas.
However, Barra also said that the time for launching a smartphone in the United States has not yet been determined.
Previously, Xiaomi has entered the US market, but avoided the most important products of smart phones, just selling some headphones, sports bracelets and other products, but also taking the network direct sales.
Bara said that the United States is a very important market for any consumer electronics brand or lifestyle brand, and Xiaomi needs to be cautious in making arrangements and preparations.
However, Xiaomi mobile phones may face some challenges when they enter the US market. Today, the US mobile phone market is dominated by Apple and Samsung Electronics. In addition, sales of smartphones are mainly controlled by mobile operators such as Verizon Wireless and AT&T, and Xiaomi does not have much experience in carrier channels.
In addition, Huawei and ZTE are also targeting Chinese mobile phone consumers.
Nicole Peng, China's R&D director at market research firm Canalys, said that the technology threshold for the US mobile phone market is higher than that of Xiaomi's current major market. In addition, Xiaomi also needs to consider whether the plan to enter the US market is economically viable. "If Xiaomi enters an unprofitable market, it makes no sense."
At present, in addition to the home market China, Xiaomi's largest overseas market is India. India has a population of 1.2 billion and is setting off a storm of popularity for smartphones.
Barra also talked about the Indian market. He said that Xiaomi’s sales in India are “very, very goodâ€.
Xiaomi needs to win in the Indian market. At present, Xiaomi is losing to rivals such as Huawei, OPPO and Vivo in the market competition. According to a report released by IDC not long ago, Xiaomi sold only 10.5 million mobile phones in China in the second quarter, a drop of 38% year-on-year.
However, Barra said that IDC's data is inaccurate, and Xiaomi sold 7 million mobile phones in June.
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