The sixth largest cell phone brand across the world, Beijing Xiaomi Technology Co. Ltd. and the third largest in the china, had achieved this success with solely deployed online channels. Primarily, the company was using its online channels to interact with customers for the promotion and innovation in the product.
Within the three years, after the formation of the company, the company succeeded in the platform of the largest business-to-consumer e-commerce in China. Although, the company always suffered from the challenges of consumer complaints regarding services and copy of the product by competitors.
The company was in the position to take one of the vital decision that whether the company should develop an online to offline channels or should adhere with its online channels only? Miao Cui is affiliated with Dalian University of Technology.
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