A Study of Xiaomi’s Marketing Strategy in the Indian Market

Abstract

With its unique marketing strategy, Xiaomi has quickly stood out in the Indian market and become the leader of the Indian smartphone market. This paper takes Xiaomi’s marketing strategy in the Indian market as the object of study and analyzes it in depth using the
4Ps theory.It is found that Xiaomi’s marketing strategies in India include product localization, standardization and differentiation, adopting
a penetration pricing strategy to target the middle and low-end market, dual coverage of online and offline marketing channels, and hunger
marketing and event marketing.At the same time, Xiaomi has made a number of innovations in its localized marketing strategy in India, such
as delving deeply into local culture, actively participating in public welfare activities, and hiring Indian celebrities to promote its products,
which have effectively contributed to Xiaomi’s success in the Indian market. This paper argues that Xiaomi’s success provides a useful reference for other Chinese companies to expand in overseas markets.