Mi mobiles have paved a pathway just for themselves in the Indian market by employing a very smart strategy that has involved reducing distribution costs, offering excellent features at never-seen-before prices, while looking like high-end devices.
Let us take a closer look at this triple-layered strategy followed by Mi mobiles in India.
Reduced distribution costs
Mi mobiles didn’t burst through the door as most other brands do; they burst through the screen. Instead of putting significant launch capital into cost-heavy physical stores, the brand went the online way, saving huge amounts on distribution costs.
These savings were available to the brand for investment in marketing, and of course, keeping distribution costs low allows a brand to lower the price at which it ultimately sells the product to the end-consumer.
When Redmi Note 9 was launched in March this year, news of the pandemic had just broken out and was making ripples. The Mi Note 9 Pro was sold out in a record 90 seconds.
The pandemic has possibly impacted Mi much less than it has affected brands with traditional brick and mortar stores. Moreover, since it had already carved out an online niche for itself, Mi has only thrived in the Covid-19 world.
Small prices for big features
When Xiaomi came along with its Mi mobiles, it toppled the idea that high resolution cameras, state of the art processors and big batteries were only for the wealthy, or for those willing to pay an arm and a leg for a smartphone.
Let’s take for instance the Redmi Note 9. The base version of the Mi Note 9 is priced at barely Rs. 12,000, and it comes packed with 4GB RAM, 64GB storage, a quad rear camera with a 48MP primary sensor, an 8MP lens, a 5MP lens and a 2MP lens, along with a 13MP selfie camera, not to mention a huge 5020 mAh battery.
The Mi Note 9 is just an example of what users have come to expect from — and love about — Mi mobiles; excellent features at affordable prices.
Looks are everything
Youngsters, women users, and even some male users are very concerned not just with the features of their phones, but how their phones look. Besides features, Mi offers a whole lot of color options, a lot of them very vibrant, and this resonates well with the younger buyer in particular.
These are also the buyers who most frequently replace their phones, meaning more demand overall. Also, parents approach their tech-savvy teenagers for advice on which phone to buy next.
These teenagers are most likely to recommend the brand that they personally favor, giving Mi inroads into yet another segment of buyers.
In an age of mirror selfies and a general mimicking of celebrity-style mirror selfies, people want their pictures to look just like those of the rich and famous. They’ll pose like them, dress like them, contour (for the ladies) and flex (for the men) just like them, angle the shot just like them, and use a filter that makes their room and their lighting look just like that of the given celebrity. With Mi’s impressive cameras, it gets easier for photography enthusiasts to click stunning photos, without needing a luxury phone.
If you have been putting off buying a new phone because you still cannot come up with the whole amount in one go? Worry not, because you can have a brand new Mi smartphone right away, while you pay over the next few months in easy monthly installments, using your Bajaj Finserv EMI Network Card.