On October 10, 2018, Xiaomi India confirmed that as of the news release, Xiaomi's sales of red rice 5A mobile phone products exceeded 10 million units in India, and Red Rice 5A became the shipping king of the Indian smartphone market.
Copy Chinese success
In November 2017, Xiaomi released a red rice 5A mobile phone in India, initially priced at 4,999 rupees (about 466 yuan). As of March this year, the sales volume of this model has exceeded 5 million units. In early March, Xiaomi’s mobile phone for this model The price has been adjusted and the price has risen to 5,999 yuan (about 559 yuan). However, the price increase has not extinguished the enthusiasm of consumers. In less than one year, the model has successfully exceeded 10 million units of sales. Data Research Institute IDC In a survey conducted in August this year, Red Rice 5A became the fastest-selling mobile phone in India, and achieved a milestone in a short period of time.
Raghu Reddy, head of online sales in the Xiaomi factor area, believes that 'this extraordinary achievement is derived from millions of rice noodles in India and customers' love for Xiaomi. Red rice 5A is one of the heavy products that Xiaomi has created for India. Achieving the combination of conscience quality and sincere price, making it a leader in its class. Recently, Xiaomi has launched a more outstanding red rice 6A series. In the future, we will launch more consumers in line with the local market. Innovative products with psychological needs, our goal is to make all Indian consumers use smart phones.'
It is reported that since the launch of Red Rice 5A in India, it has been in the market as a 'ba screen' status. It has 2 GB RAM + 16 GB and 3 GB RAM + 32 GB two versions to choose from, respectively, priced at 5,999 rupees and 6999 Rupee (about RMB 652), with different options such as blue, dark gray, gold and rose gold. Red rice 5A can be purchased in India through the Xiaomi online channel, local merchants Flipkart and Mijia specialty stores.
Last month, Xiaomi launched the 'successor' 6A, which adjusted the camera, battery capacity and screen size. At the same time, it used the 2 GHz MediaTek Helio A22 quad-core processor to improve the running speed and provide more running performance.
Last month, Xiaomi launched Redmi 6A as the successor to Redmi 5A. Like Redmi 5A, its follow-up products are equipped with a 13 megapixel rear camera, a 5 megapixel front camera and a 3,000 mAh battery. The Redmi 6A is equipped with Some new features, a larger 5.45-inch HD+ display, support an 18:9 aspect ratio. It is powered by a 2 GHz MediaTek Helio A22 quad-core processor, compared to the older Snapdragon 425 that powers the Redmi 5A. Better performance. Red rice 6A supports face unlocking, and applies MIUI 9 Android system. Users can upgrade the latest MIU 10 after they get it. The price of 16G and 32G products is also 5999 and 6999 rupees respectively. In addition to the above mentioned channel , Red Rice 6A can also be ordered in the Amazon Marketplace in India.
Important supplements outside the Chinese market
As the world's second most populous country, India is following the path of China's social growth. Compared with the Chinese users who have upgraded consumption in recent years, Indian consumers are more enthusiastic about cost-effective products. India, becoming a Chinese mobile army A piece of fat that fights.
A group of Chinese mobile phone brands, including glory, vivo, OPPO, Jinli, etc., have rushed to the Indian market to expand their territory. With the 'thickness of the price', Xiaomi has become one of the best. It is reported that the same configuration products, millet price It’s only two-thirds of vivo, so that Samsung’s “Big” Samsung, which was entrenched in the Indian market, has finally pulled down the 'throne'. According to IDC data, in the second quarter of 2018, Xiaomi’s shipments in the Indian mobile phone market The proportion reached 29.4%.
In India, in addition to the 'Are You OK' of Lei Jun's personal platform, Xiaomi has also become the first smartphone brand to provide localized customization functions for Indian users. In 2015, it launched the special function of visual display of Indian public service numbers, which solved the problem of India. In the language environment, it takes a lot of time to listen to different language options and menus at all levels. Follow-up, also access to local Indian taxi software, news aggregation, song-song software, etc., so that Indians recognize Xiaomi as The brand launched by local companies.
In order to avoid fluctuations in tariffs and exchange rates, Xiaomi has cooperated with Foxconn to establish a production base in India. At present, six assembly plants have been formed, and more than 95% of the products are manufactured locally. In April, tariffs on Indian mobile phone boards were raised. For 10%, the import tariff of the whole machine is raised from 10% to 20%. The local manufacturing of Xiaomi in India provides a guarantee for maintaining the price/performance advantage.
At present, Xiaomi India has reached 4 million active users online.