When you hear the word “smartphone”, most people immediately think of Apple and Samsung. Less of remember Nokia, LG and HTC. Although global smartphone market continues to grow, said companies can not boast huge gains that recorded in recent years. The reason is not lack of interest, but increasing competition from Chinese producers.

One is Xiaomi. Founded four years ago by billionaire Lei Zheng, the company is still perceived as a startup. According to the latest data from analysts Strategy Analytics in the second quarter of this year Xiaomi already ranks fifth in the world in smartphone shipments with a share of 5.1%. For comparison, a year earlier, the company had a 1.8% share. So “Chinese Apple”, both Xiaomi is often called for very detailed his “inspiration” from the Cupertino company actually imitator of becoming one of the market leaders, and the company still has not even entered massively in developed markets.

Sly Approach

Zheng does not hide its inspiration from Apple. It uses almost identical style and vision during the presentation of their products, and even dressed the same way, which was a trademark of Steve Jobs – jeans, black shirt and sneakers. The design of the slides during the presentation is similar to that of Apple, Xiaomi and even used the famous One more thing … (“And another thing”), which for years represented Apple surprise. Xiaomi products themselves are also not much revolutionary. The design of smartphones often reminds too much of the iPhone or other popular Android phones. The company relies on for their Android platform, making it develops through multiple location services.

All this often leads to ridicule by the more advanced users. Xiaomi to them is the embodiment of many Chinese companies that earn good money by creating imitations of famous products, cars and even retailers. For Xiaomi however, is not a problem. Indeed, it seems even helps the company because it attracts attention to her, which she is taking full advantage. It relies on lower prices of their devices and clever online strategy. The company realized a large part of their sales through online auctions on your own site. Thus in minutes sold large quantities of smartphones, which in turn skillfully uses marketing campaigns which emphasizes the great interest in them. Parallel Xiaomi has developed partnerships with mobile operators in China to quickly put in their shops smartphones and tablets the company.

The result was not long in spite of criticism. Research firm Canalys announced that Xiaomi has already shifted and Samsung is the leading manufacturer in China. The share of the company is 14%, while Samsung, Lenovo and YuLong fight for second place with 12 percent each. Only three months Xiaomi recorded growth of 4% as a decline realized Samsung. Maybe that’s why it is no surprise that the Korean manufacturer recently announced a gloomy expectations for future profits falling, adding that the cause is serious competition from Chinese consumers.

New Import

Impressive in Xiaomi, these 15.1 million. Delivered smartphones in the second quarter of the year, mainly in China and India. The company does not particularly large presence in other countries, and it is almost zero in Europe and the USA. That Xiaomi to stand still huge potential market. The company has all intentions to try to become a global brand. Last year, it managed to attract former Google product manager Hugo Barra. Its task is to develop a company that is globally. So far this includes mostly repel criticism that imitator. Xiaomi is inspired by the most talented engineers and designers in the world, but the company does not copy the iPhone or other devices, announced once again bar for less than a week before the online edition TheNextWeb.

According to technology blog TechCrunch specialized Xiaomi actually not only copies, but stealing intellectual property. The newspaper cites that during the last presentation of the smartphone Mi3 sample photos in the gallery of the smartphone were from National Geographic, Flickr and other online photo archives, but cut logos and authors. This will be a serious problem for Xiaomi, if he wants to become a serious player in Europe and the USA, and these are the plans of the company, which is already looking first to Asia and then to Europe. But, as the newspaper notes, these are problems to be solved, and the company is still young and has a lot to learn.

A major obstacle in clearing its image will be its poor communication with media and analysts. Xiaomi regularly refuses or does not respond when asked for comment not only criticism but also in positive company news. A similar approach has Amazon, but the company of Jeff Bezos did not known as an imitator but as a company with ambitions innovator. Xiaomi so far shows no indication that it intends to change its philosophy. It may work well in China, but consumers in the United States and Europe are quite demanding and they “inspired” iPhone-and Android will not be accepted as well, unless they have something unique in itself. But if he somehow Xiaomi to keep the same pace of growth in two years will be a very serious player in the global market, will overtake even larger ambitions of rival China by Huawei, which also wants to have a larger market share of Samsung and Apple, combined.

Who is Lei Jun

According to the ranking of the magazine. Forbes Lei Jun is the 19th richest person in China. His condition swelled to 4 billion. Dollars from 1.5 billion. Due to the success of Xiaomi. He is among the leaders and the Chinese social network YY, whose shares in the United States have risen three times in the past year. He is chairman of the board and the company’s online gaming Kingsoft. 44-year-old Jun is a native of Beijing, is married and has two children. Bachelor’s in Computer Science from the University “Wuhan”, where he graduated in 1991. D.TECH NEWSxiaomiWhen you hear the word 'smartphone', most people immediately think of Apple and Samsung. Less of remember Nokia, LG and HTC. Although global smartphone market continues to grow, said companies can not boast huge gains that recorded in recent years. The reason is not lack of interest, but increasing...