Beijing Xiaomi Technology Co. Ltd. (Xiaomi) had grown into the third-biggest cell phone brand in China and the sixth-largest in the world. The organization exclusively deployed on-line channels, which led to its success. In the initial period, Xiaomi depended on its own online channel to interact with consumers to come up with user friendly products and sell products.
Three years after its inception, the company successfully established its main shop on the biggest business to consumer e commerce platform in China. Nonetheless, Xiaomi was facing a number of challenges, such as competitors' imitation and consumer complaints regarding services. Xiaomi was at a crossroads: should it continue with its online stations or develop on-line-to-offline channels? Miao Cui is affiliated with Dalian University of Technology.
PUBLICATION DATE: January 30, 2015 PRODUCT #: W14665-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
PUBLICATION DATE: January 30, 2015 PRODUCT #: W14665-HCB-ENG
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