
Xiaomi lost its leadership position in India to Samsung.
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Xiaomi lost its leadership position in India to Samsung.
In an effort to regain its position in India's highly competitive smartphone market, Chinese tech giant Xiaomi has announced a strategic shift in its sales approach, Xiaomi's India president Muralikrishnan B revealed. After years of focusing on e-commerce channels, Xiaomi plans to focus on brick-and-mortar stores. The move comes as Xiaomi strives to revive its smartphone sales, which have lagged behind its rival, Samsung, in recent times.
"Our market position in offline is substantially lower than what it is online. Offline is where you have other competitors who have been executing fairly well and have a larger market share," Muralikrishnan B said in an interview.
Xiaomi lost its leadership position in India to Samsung, which has a more extensive portfolio of premium phones.
While online sales make up 44% of India's smartphone market, Xiaomi sees greater potential for growth in offline retail.
Only 34% of Xiaomi's unit sales in India this year have come from retail stores, compared to Samsung's 57%.
Xiaomi plans to expand its store network beyond 18,000 outlets to tap into the offline market.
The company intends to partner with phone vendors to offer additional products, such as Xiaomi TVs and security cameras, through its retail partners.
Xiaomi acknowledges marketing challenges, as some partner stores prioritize rival brands over Xiaomi's products. The company aims to address this issue.
Samsung currently holds a 20% market share in India, while Xiaomi has a 16% market share.
Xiaomi's strategic shift shows its commitment to adapting to the changing dynamics of the Indian smartphone industry to regain its competitive edge.
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