Beijing Xiaomi Technology Co.: Growth Via Online Channels
(7 pages of text)
Beijing Xiaomi Technology Co. Ltd. (Xiaomi) had grown into the third-largest cell phone brand in China and the sixth-largest in the world. The company solely deployed online channels, which contributed to its success. In the initial stage, Xiaomi depended on its own online channel to interact with consumers to develop user-friendly products and sell products. Three years after its inception, the company successfully established its flagship store on the largest business-to-consumer e-commerce platform in China. However, Xiaomi was facing a series of challenges, such as competitors’ imitation and consumer complaints regarding services. Xiaomi was at a crossroads: should it stick to its online channels or develop online-to-offline channels?
This case offers MBA and executive students an opportunity to master the following theoretical and practical points:
- Understanding the strengths and weaknesses of online channels and their application conditions.
- Comparing the emerging online channels with traditional channels.
- Learning the key points of online marketing.
China, Large, 2014
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