Case Study in Innovation in Distribution: Mi Commerce launched by Xiaomi


Chinese smartphone maker Xiaomi is all set to introduce a new marketing initiative in Indian market by using social media platform, WhatsApp. Xiaomi announced the unique online to offline solution for its users recently, in which the customers can purchase Xiaomi products from an offline store near to their location.

Smartphone market in India is growing in fast pace and recently India climbed to the second spot to become the second-largest smartphone market in the world. Make in India initiative by the Government of India attracted foreign investments in smartphone manufacturing and is set to further increase.

According to the latest reports, Xiaomi is leading the smartphone market in India with 27% market share followed by Vivo with 21%, Samsung with 19%, Oppo with 12% and Realme with 8%.

Online to offline solution introduced by Xiaomi is called Mi Commerce and the new Initiative from the part of Xiaomi reduces the waiting period for the products and helps in fast delivery.

How the customers can avail this facility?

  • Interested buyers can login the Mi Commerce website and can connect with the nearest store in their location and their available stocks.
  • Users can also send a WhatsApp message to Xiaomi’s business account number in their site and can get the details about the products in the nearby store.
  • Users will have the opportunity to have a look on the products in the store like MI TV, Mi Smart home products and other accessories.
  • If the user express interest in purchasing a product, then store representative will call to confirm the order and delivery time.

This new marketing technique helps the user to see the inventory in his/ her nearby store and makes the delivery of goods fast. This will be a new online purchase experience for the customers and company is also promising safe, secure and fast delivery of products.

Post Covid-19 will see a big growth in e-commerce and digital services across the country. Government is also supporting digitalization in Industries and in services and plethora of opportunities are available in digital world. Smartphones and smart products are becoming a part of the life today and in future these become necessities.

Xiaomi is a leading brand in the manufacturing of Smart products and expects growth in the coming years. Recent years saw big competition in Smartphone sales and the new initiative by Xiaomi makes it a game changer in the market. Xiaomi opened Mi stores and outlets in almost all parts of the country to have a good supply chain. WhatsApp is the most famous social media platform in India and using these stores and WhatsApp, Xiaomi will sustain its position in the market and will make good growth in the coming years.


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