Chinese smartphone manufacturer, Xiaomi, known for selling its devices through flash sales, has branched out of its native China to offer sales to Taiwan.
Xiaomi recently held its new flash sales for the first time outside of China, and sold 10,000 units of its budget handset in less than 10 minutes. This was not Xiaomi’s largest sale, as just recently they held a flash sale exclusively available to WeChat users, and sold an astonishing amount of 150,000 devices in less than 10 minutes. Another flash sale held on Xiaomi’s website showed 100,000 devices sold in less than 3 minutes.
While the numbers are not as high as in the previous flash sales (Taiwan population is 23.34 million and there are 1.35 billion Chinese), this is the company’s first venture outside of its home country, and the brand does not have the same recognition there as in China.
Xiaomi’s numbers stem from a very irregular marketing campaign. While Xiaomi’s devices are budget items, ranging from $135 for its low-end model to $327 for its flagship device, the availability is limited in numbers and sales. Xiaomi’s phones cannot be bought in retail stores or ordered online at any time, but are limited to its last minute flash sales, in cooperation with ecommerce platforms.
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This is an interesting business model which seem to be working very well.
According to a press conference held recently in Taipei, Xiaomi is planning on further expanding outside of China, by targeting Southeast Asia, starting with Singapore in early 2014.
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