Xiaomi is a Chinese technology company that was founded in 2010 by Lei Jun. The company is headquartered in Beijing, China, and specializes in the production of electronics, such as smartphones, tablets, laptops, smart home devices, entertainment products and even electronic cars. Last Sunday, the 26th, the brand launched its flagship smartphone that challenges its competitors Apple and Samsung. See why.
Xiaomi 13 and 13 Pro
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The devices were originally launched in China in December, but the company is taking its devices to overseas markets. The Xiaomi 13 Pro has a 6.73-inch screen and the latest Snapdragon 8 Gen 2 chipset from the American company. Plus, it has a triple-lens camera and other premium features like ultra-fast charging.
The value of the Xiaomi 13 is around €999 ($1,053), while the 13 Pro is at €1,299.
The brand faced several challenges. In particular, a tougher macroeconomic environment with a slowing economy in China. About 1.21 billion smartphones were shipped in 2022, representing the lowest annual shipment total since 2013, according to IDC.
Neil Mawston, an analyst at TechInsights, said that Xiaomi is facing several headwinds in China.
“From a popular Apple iPhone, a surprisingly strong Honor, and fickle Chinese consumers who often switch between brands of Android hardware in the blink of an eye,” she said.
Honor is the Chinese smartphone brand derived from Huawei.
Xiaomi is known for offering high quality products at affordable prices, which has attracted a large number of consumers around the world. The company adopts a direct-to-consumer sales strategy, without intermediaries, which allows it to offer lower prices compared to other brands. In addition, the company has invested in research and development to offer innovative and high quality products.
High competition in the market?
Xiaomi's premium-level strategy will pit it against apple and Samsung, which will be quite a challenge for the Chinese rival. Runar Bjørhovde, research analyst at Canalys, said competing with both is incredibly difficult.
”Not just matching market-leading products, but mostly taking on big companies with brand recognition exceptional service, cutting-edge insights, experience-focused solutions, and user-friendly product ecosystems.” completed.
The group has been successful in emerging markets such as India and Brazil, where its products are popular with consumers.
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