Xiaomi, as one of the well-known brands in China, has developed over the years, and overseas markets have become an important part of its revenue.。According to Xiaomi's quarterly results, the company's total revenue of about 45.4% from outside China, mainly in India and Europe。Among them, India can be said to be Xiaomi's largest market outside of China.。

Recently, the head of millet India business Murali krishnan (B.) said the company would seek to boost sales at retail stores in India。

Xiaomi has been betting on e-commerce for years。In recent years, through the U.S. e-commerce platform Amazon, Wal-Mart and India e-commerce platform Flipkart, India's e-commerce sales surge, millet also seized the opportunity to expand significantly。With 600 million smartphone users, India is one of the world's most important markets.。

However, 44% of India's smartphone sales are now online, with the rest sold in offline physical markets.。Therefore, offline is still a huge market that cannot be ignored, and Xiaomi expects the market to grow further.。

According to Counterpoint Research, only 34% of Xiaomi's sales in India this year came from offline retail stores, while the rest came from online。Online has long been Xiaomi's main source of sales。Samsung, by contrast, gets 57% of its sales from offline stores。

"Our offline market position is significantly lower than online.。Muralishnan said in an interview on Friday, "(We have) other competitors in the offline market who are doing pretty well and have a bigger market share.。"

At present, Xiaomi has about 18,000 stores in India, and Xiaomi plans to expand its store network on this basis。Xiaomi also intends to increase cooperation with mobile phone suppliers, offering other products such as Xiaomi TVs or security cameras, which Muralishnan said would be less competitive.。

In order to "power" the offline store, Xiaomi plans to hire more store salesmen who will induce, promote and sell phones to potential buyers in the store.。Muralishnan said it aims to triple the number of salesmen to 1 by the end of next year from the start of 2023..20,000 people。

In addition, the company found that some partner stores put the orange brand featuring Xiaomi outside the store, but the store put other competitors' goods in a more prominent place。Muralishnan said that this is also one of the marketing problems that Xiaomi will solve next。

The reason why Xiaomi will increase its offline promotion is that its leading position in the Indian market has been "robbed" by South Korea's Samsung.。

At present, Samsung has about 20% market share in the Indian market, while Xiaomi has 16% market share.。The positioning of the two companies is slightly different, Xiaomi is taking the route of high quality and low price, while Samsung has more high-end models。Millet has relied on the advantages of high cost performance in India "kill the Quartet," quickly in India to seize market share, and in the "leading throne" for many years.。But now the status of millet and Samsung conversion, behind the reflection is that the Indian consumer demand for smart phones is gradually to the high-end direction。

"As India embraces the high-end trend, offline remains a key platform.。Counterpoint analyst Tarun Pathak said, "The more you spend, the more consumers want to feel the look and feel of high-end products."。"

In order to "compete" for customers offline, Xiaomi has made no less effort in mobile phone research and development.。Xiaomi has been pushing ahead with its smartphone high-end strategy in recent years, and in 2022, Xiaomi launched the high-end models Xiaomi 12S Ultra and Xiaomi MIX Fold 2 in July and August, respectively, and released the Xiaomi 13 Series 2 in December.。These models belong to Xiaomi's high-end model series and have gained high reputation.。

On April 9, at the 2023 Xiaomi Rice Noodle Festival, Lei Jun, founder and chairman of Xiaomi, said that the most important strategy of Xiaomi in the past three years is the high-end strategy, and the recent three waves of new product users have reached 99% and 98%.。This shows that millet has the ability to make everyone satisfied with the high-end flagship products。

But Xiaomi is facing more than just a challenge from competitors in India, and the "strict supervision" of the company by the Indian authorities has also given Xiaomi a "headache."。As early as last year, the Indian authorities had frozen about 50 billion rupees (about 4.8 billion yuan) of Xiaomi's funds.。Although Xiaomi has always denied illegal activities, on June 13 this year, the Indian Enforcement Directorate (Enforcement Directorate) issued a document accusing Xiaomi of violating relevant foreign exchange regulations, saying that the company illegally transferred funds abroad and was suspected of money laundering.。Subsequently, the above-mentioned frozen funds were confiscated by Indian law enforcement agencies, so Xiaomi "hurt," you know, this time the amount of confiscation is more than half of Xiaomi's total profits last year.。

In addition, a month ago, according to media reports, foreign companies such as Xiaomi were asked by the Indian authorities to appoint Indian nationals to key positions such as CEO, COO, CFO and CTO.。

Although Xiaomi's "Road to India" is difficult, Xiaomi is not willing to give up the Indian market.。Millet in India layout for many years, and has achieved the forefront of the industry, coupled with the huge development potential of the Indian market, millet can only "hard to continue."。Murali Krishnan said: "We will continue to be confident... that in the end our position will be heard and verified.。"