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After investigating the townships in Henan Province, Lei Jun announced that Xiaomi’s mobile phone “goes to the countrysideâ€!
Over the last couple of years, Xiaomi had concentrated heavily on its online presence, which caused the company to miss out on the significant shift happening in the rural and county-level markets. As a result, brands like OPPO and Vivo surged ahead, pushing Xiaomi out of the top five spots globally. However, starting from the second quarter of this year, Xiaomi's smartphone sales began to rebound, regaining its position among the top five globally.
Lei Jun once noted that e-commerce only makes up about 10% of total retail sales. This implies that even if you dominate the online space entirely, you're still only capturing a fraction of the overall market. Therefore, Xiaomi's focus now is on recapturing the market they had lost touch with. To achieve this, Lei Jun himself ventured into the countryside for firsthand research.
Yesterday afternoon, Lei Jun visited a small township in Yichuan County, Luoyang City, Henan Province. There, he engaged in conversations with a local mobile phone retailer to gain deeper insights into the demands of consumers in these rural areas.
Following this visit, Lei Jun made a public announcement: "We will soon start promoting our products in towns and townships across China, ensuring that more everyday consumers can access affordable yet high-quality Chinese smartphones."
The past few years haven't been easy for Xiaomi, especially as a pioneer in the internet-based mobile phone sector. Even so, it's notable that the company's founder is now stepping into the traditional retail channels of rural markets to sell phones directly.
Historically, county and township markets have been strongholds for brands like OPPO and Vivo, who have spent considerable time and effort on marketing and distribution networks. It will be interesting to see how Xiaomi navigates and captures this segment of the market.
Attached are some images from Lei Jun's visit. [Image descriptions omitted for brevity]
This shift marks a strategic move by Xiaomi to diversify its sales channels and tap into a broader customer base. While the road ahead might not be without challenges, it certainly reflects Xiaomi's determination to reclaim its position in the competitive smartphone industry. Time will tell how effectively they can execute their plans in these markets.