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Mini-Case #3 - Xiaomi and MI Community

Xiaomi is a Chinese electronics company known for smartphones and other consumer electronics. It rapidly gained market share in China and is now the fourth largest smartphone manufacturer globally. Xiaomi focuses heavily on India, the world's second largest smartphone market, and has found success through its MIUI operating system and large MI Community of users.

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Prahlad Modi
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151 views2 pages

Mini-Case #3 - Xiaomi and MI Community

Xiaomi is a Chinese electronics company known for smartphones and other consumer electronics. It rapidly gained market share in China and is now the fourth largest smartphone manufacturer globally. Xiaomi focuses heavily on India, the world's second largest smartphone market, and has found success through its MIUI operating system and large MI Community of users.

Uploaded by

Prahlad Modi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Mini-Case #3

Xiaomi Corporation is a Chinese electronics company headquartered in Beijing, which makes


and invests in smartphones, mobile apps, laptops, and related consumer electronics. Xiaomi
released its first smartphone in August 2011 and rapidly gained market share in China to
become the country's largest smartphone company in 2014. By mid-2018, Xiaomi was the
world's fourth-largest smartphone manufacturer, leading in the largest market, China, and the
second-largest, India. Xiaomi has also developed a wider range of consumer electronics,
including a smart home (IoT) device ecosystem.

The company has always focused a great deal on India, world's second-largest smartphone
market, for a major portion of its revenues. Besides expanding its manufacturing facilities in
India in partnership with contract manufacturer Foxconn and its top parts supplier, Holitech
Technology Co. Ltd., Xiaomi has also announced the launch of Mi Music and Mi Video to
offer "value-added internet services" in India, in May 2018.

Xiaomi’s version of the Android operating system, the MIUI skin, with its design, app
marketplace, and functionalities, has established a community of users called ‘MI
Community’ who form a crucial part of Xiaomi's customer base and contribute to the
company's drive for market awareness. This ecosystem is a massive source of revenue as the
annual sales from the platform are estimated to have crossed $1 billion. Xiaomi’s Mi
community in India (https://in.c.mi.com/) has

Global Mi Community, the official community forum of Xiaomi, was launched in 2016 and
is now available in 18 markets. Each community uses its own local language to connect with
its members and help Xiaomi reach out to its customers around the world! As of now, Global
Mi Community has more than 7 million members and their numbers are growing every day.

Xiaomi’s Mi Community is alive and kicking with a committed group of moderators who can
answer queries raised by the members about the various Xiaomi products, MIUI operating
software, and trouble-shooting problems faced by them from time to time. The members also
organize a lot of unique activities, called as Fan Meetups, to have fun with each other!

Mi Community is also where the company shares the latest news and happenings about
Xiaomi in India. All official product launch announcements, sales updates, event registrations,
press releases, and other news and conversations. Mi India aims to do the same for the Indian
users of Xiaomi products. Interestingly, YouTube channel for Xiaomi as a whole company
has 305,000 members, its Global Mi Community has 184,000 members, whereas its Indian
Mi Community has 405,000 members, which suggests the immense potential it has in India!

Many Indian users of Xiaomi products used the Global MIUI Forum to get answers to their
questions but with a dedicated Mi Community for them now, they are not only able to raise
queries but also share their wackiest selfie taken with their Redmi phones or log the number
of steps they clocked in a day on their Mi Band and post other fun stuff.

COBE – Consumer Behavior 1 © Professor Piyush Sharma, Curtin University


Mini-Case #3 – Discussion Questions

1. How does a brand community help in building customer loyalty?


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2. What are some factors for the success of Xiaomi in India and around the world?
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3. To what extent do you think Xiaomi’s MI community has contributed to its rapid growth?
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4. What are some challenges that Xiaomi may face in India as it tries to grow further?
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5. How can Xiaomi leverage its MI community to expand its business in India?
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COBE – Consumer Behavior 2 © Professor Piyush Sharma, Curtin University

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