Xiaomi has achieved historical growth in India. It has set a new example for the electronic product makers. Within a very short span of time, Xiaomi has become the most selling smartphone brand in India. The road to victory was not that easy, the brand took the risk of launching its products only on online platforms which created a sense of demand in buyers and now Xiaomi has entered a new segment in Indian market with the launch of its first TV in the country. Let us have a look at Xiaomi’s marketing strategy by which the company is looking confident to capture Indian Television market.
With the launch of TVs, Xiaomi is trying to follow the same tactics that helped it to win the smartphone market. Xiaomi is trying to change way Indians buy TVs. Doing that is not that simple but breaking stereotypes is a habit of this brand. Xiomi already knows the psychology of Indians and with that, they are giving premium quality products at very reasonable prices to the customers.
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Competitors and market size
At present, Indian TV market is dominated by popular brands including LG, Samsung and Sony with a total of more than 75 percent hold. Xiaomi wants to conquer the market by focusing on TV sizes that are bought most in the country that is the reason for launching TVs in 3 most selling screen sizes – 32-inch, 43-inch and 55-inch. Together these 3 sizes have more than 80% share in the Indian market in terms of volumes.
Factors of success in Indian TV market
Offline stores
The factors for success in television market are very different from smartphone market because Xiaomi cannot ignore the offline market as most of the TV buyers prefer physical stores. Covering online market is not an issue for Xiaomi but making a good name in the offline market is a difficult game as many local manufacturers have good hold and trust of buyers in both urban and rural areas.
Service centers
The needs of customers have changed immensely in past few years and Xiaomi will have to keep in mind that the modern day buyers purchase a product after knowing the post buying issues like service centres also. Xiaomi needs to improve its service quality and open new centres in areas which are far from cities.
Technology changes
Technology is changing very fast and every industry is getting affected by this. The demand for 4K and smart Televisions is increasing every day. Xiaomi is targeting the latest technology TVs to win the hearts of buyers.
Coming 1 year will probably decide the future of Xiaomi in Television market in India and the company will try to earn the trust of the maximum number of customers.
