Xiaomi abandon the practice of "instant sales"

05.05.2015

Chapter Xiaomi Hin Bin promised to stop the practice of "instant sales" smartphone via the company website and start selling your gadgets.

Chinese manufacturer Xiaomi Gadgets abandon one of its most brilliant marketing techniques - speed sales of their devices via the Internet. Said Xiaomi President Lin Bin in west Beijing Global Mobile Internet Conference.

Once a week, the site Xiaomi sales held devices limited quantities that got in the Chinese press called "hungry marketing" or "instant sales." Still, such sales for the company were the only channel of distribution of new devices Xiaomi. They caused widespread grumbling customers through artificially created shortage, but fueled local public interest in the brand.

Usually after the first sale of a new device, Xiaomi published message with information about the time, which was first sold a million copies of gadgets (typically less than a minute). Customers who do not use scripts for mass purchase of devices in the days of "instant sales", forced to buy machines to dealers or, in the case of individual devices, leave an order online and wait for the order.

At the Beijing conference, Bin He said that the practice of "instant sales" do not serve marketing purposes: for several years it was used by the manufacturer as a way to avoid overproduction and unnecessary costs in terms of limited resources. Own production facilities in Xiaomi not, it sets collected at Foxconn factories which is engaged in contract manufacturing technology for various brands, including for Apple. Now, according to Lynn Bean, the company plans to abandon the "instant sales."
The two new flagship devices Xiaomi - PHABLET Xiaomi Mi Note smartphone Xiaomi Mi4 and can be found in open sale, which had never happened. However, Xiaomi task is to drop the "hungry marketing" in sales of gadgets, not just the premium line of devices.

If in 2014, Xiaomi has sold 60 million smartphones, allowing it to become the largest Chinese manufacturer, in 2015, she set the goal to sell 80 million smartphones a year, or 7.8 million monthly. Such sales do not fit into the model of "hungry marketing", says the publication. Another excuse to abandon the "hungry marketing" will serve as the official Xiaomi out in large markets outside China, where the model is tested.

According to IDC, in the III quarter 2014, the company Xiaomi took third place in the global smartphone market in terms of supply with a market share of 5.3%. Compared to the same period in 2013 increased vendor deliveries to 211%.

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