The Brief

The brief size we all love and want 💕

The premiumisation Challenge

Xiaomi, known for its value for money RedMi range is struggling to move business for its premium range of smartphones - Mi series. What would your recommendation be to achieve

1. A differentiation between brand Mi from RedMi
2. Position Mi. as a premium range
3. Differentiation from the complete premium smartphones

Well, What’s the Business Problem?

• Xiaomi, India’s no. 1 smartphone brand has a new challenger. Realme
• Realme’s high demand for C series and Narzo series is directly HURTING XIAOMI’s FORT growth in the sub 20,000 market.

“Xiaomi may have beaten Samsung four years ago but Realme is coming for it. For Realme, vying for the top spot is the next goal and its market awareness is adept enough to help the brand achieve that” - Counterpoint Research

Some Stats

• Realme was the fastest growing last year with 20% YoY growth and captured 2nd spot in Q4’21
• Significant DECLINE in the sales of devices under Rs 10,000.

Demand in the premium segment?

1. In Rs 30,000+ segment, demand grew by 98%.

Xiaomi lost 5% brand share in 4 quarters. Tsk. Pch.

“Oh,so they’re Premiumising to move with the market and remain No. 1?”

Xiaomi’s premium offerings are bearing some fruit......

Xiaomi got 258% YoY growth in the Premium(30k+) segment achieving highest ever share in it with the Mi 11 series.

The Mi 11 series - 11 Ultra (Rs70k), 11Pro(Rs37k+), & 11X(Rs30k)

Demand also increased in this segment- due to promotions and discounts, as well as better financing options (Counterpoint)