Tuesday, April 20

Xiaomi: the saturating machine

Xiaomi has always presented a lot of smartphones, but never with such frenzy as during the month of March 2021. The brand has made saturation of the market a profitable strategy, but which also has potential limits.

Xiaomi saturates the market

How Xiaomi saturated the smartphone market // Gamesdone: Frandroid

Word ” saturate »Is a transitive verb of the first group. “Provide […] something to an excessive amount or level», We read by way of definition in the Larousse dictionary. This explanation fits perfectly with the strategy Xiaomi has been pursuing for years and which the month of March that we are now leaving behind has symbolized well.

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Indeed, between March 1 and March 31, 2021, Xiaomi presented more than ten smartphones. Realize! Some brands can’t even boast of releasing so much in a full year.

Dos du Xiaomi Redmi Note 10 Pro

The Xiaomi Redmi Note 10 Pro // Gamesdone: Arnaud Gelineau – Frandroid

These announcements in spades show just how determined the Chinese brand is to drown the mobile phone market with its wave of devices.

We will see together why this saturation strategy is effective, but also that it can backfire against Xiaomi.

Xiaomi smartphones announced in March

Before going any further, it is good to highlight the plethora of smartphones made official by Xiaomi in the month of March alone. Nothing can do this better than a good old bulleted list:

As you can see, the list is long. And again, we don’t mention here the Black Shark 4 and Black Shark 4 Pro gaming smartphones that were also unveiled during this month – this brand is largely under Xiaomi tutelage.

As a reminder, the Redmi family is oriented on the search for the best value for money and the Poco range is mainly focused on the power of its devices.

Xiaomi Mi 11 Ultra officialization

Le Xiaomi Mi 11 Ultra // Gamesdone : Xiaomi

The variations of the Mi 11 come to flesh out the brand’s proposal on the top of the range, with a Mi 11 Ultra very promising in photos, a Pro version reserved for China and Lite models which still have more modest technical sheets.

Next is Xiaomi’s first foldable smartphone. By presenting the Mi Mix Fold, the Chinese manufacturer is showing off its know-how.

Xiaomi Mi Mix Fold

Xiaomi Mi Mix Fold official render // Gamesdone: Xiaomi

His device, whose format is similar to a Samsung Galaxy Z Fold 2, has the particularity of carrying a liquid lens and a Surge C1 house chip dedicated to photographic processing.

Xiaomi attire l’attention

All these smartphone releases inevitably lead to press articles and tests in specialized media such as Frandroid. In addition, there are communication campaigns, sometimes very intense on social networks, and regular promotions that Xiaomi is very fond of.

Xiaomi Redmi Note 10

The back of the Xiaomi Redmi Note 10 // Gamesdone: Arnaud Gelineau for Frandroid

In other words, the builder occupies the land massively. Xiaomi wants to overwhelm, inundate, saturate the smartphone market, because it allows it several things. On the one hand, it helps raise awareness of the brand. Today, still many people outside of China have never consumed Xiaomi products, but this name is no longer unknown to them and it is already a great victory for the company which still needed to go through the importation. only a few years ago.

On the other hand, it gives consumers a pleasant impression of freedom in the face of all these choices available to them, in almost all price segments. So, whatever the budget of the person looking for a new smartphone, there is bound to be a Xiaomi device to consider.

Xiaomi logo appearing multiple times

Xiaomi’s new logo, a little more rounded than before

Ultimately, and this is the manufacturer’s most important objective, all these efforts make it possible to eclipse the competition. When the article you read, those around you, the YouTubers you follow or the salesperson in your electronics store tell you about Xiaomi, it is so much less time to devote to other brands.

Recall that in March, there were also other important smartphones such as the Oppo Find X3 Pro, the OnePlus 9 Pro or the Samsung Galaxy A52 5G. But by taking center stage at this point, Xiaomi hopes to make you forget these other models.

A strategy that works

Xiaomi is on track to make this strategy sustainable, quite simply because it works. The boss of the company, Lei Jun, thus evoked a “miracle commercial»During his conferenceMega Launchof March 29.

The businessman was indeed pleased to see Xiaomi become the third largest manufacturer of smartphones in the world in 2020 despite a very difficult context due to the Covid-19 pandemic. He even announced a growth of 19.4%.

Lei Jun and Xiaomi's commercial miracle

Lei Jun presenting on stage the very good results of Xiaomi // Gamesdone: Xiaomi

This good momentum from Xiaomi can also be seen in France where the brand continues to thrive.

We cannot therefore say with certainty that Xiaomi will live again months as intense as that of March, but this possibility is not to be ruled out. We think in particular of the month of October, traditionally very loaded with news in the world of tech.

Infinite ambition, but limited strategy

Xiaomi’s strategy is paying off today, but it is questionable whether it will always be. Already, the brand is clearly not immune to the component shortage plaguing the industry. This could increase supply prices.

More generally, these repeated announcements could end up disinteresting the public. For the latter, it becomes indeed complicated to find one’s way in an ever larger Xiaomi catalog and therefore potentially generating confusion.

Xiaomi Mi Store

The Xiaomi Mi Store on Avenue des Champs-Élysées in Paris // Gamesdone: Frandroid

Finally, the environmental issue can also be addressed. Producing smartphones pollutes a lot. However, also frequently announcing new models always more flashy has something to encourage consumers to renew their devices too quickly.

Except that Xiaomi wants to give itself a slightly greener image. During his presentation, Lei Jun spent some time extolling the merits of the brand new eco-responsible Mi Eco Bag.

Xiaomi Mi Eco Bag

The eco-friendly Mi Eco Bag // Gamesdone: Xiaomi

There is no doubt about the durable and robust aspect of this accessory, but this initiative seems ridiculous when, in the same month, the brand launches a dozen new smartphones.

At a time when the climate law is being debated in the National Assembly and measures such as the repairability index have been put in place, it would be interesting to see a player as major as Xiaomi take advantage of its popularity to raise awareness of eco-responsible behavior.

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