This document analyzes Xiaomi's competitors and acquisition and retention strategies. It introduces Xiaomi's background and analyzes its competition based on industry and market factors. It then compares Xiaomi's strategies to Samsung's strategies. Some benefits of Xiaomi include its low prices, large ecosystem, and partnerships. Drawbacks include rising competition from other Chinese brands. The document recommends that Xiaomi maintain a flexible culture and accelerate its innovation pace to stay ahead of changing customer needs.

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Executive Summary
This study will analyze Xiaomi's competitors, analyze Xiaomi's response to strategy
and face a competitive environment. First, introduce Xiaomi's corporate background .
Then introduce competitors and environmental information in the market, and analyze
Xiaomi's competition based on industry and market using acquisition and retention.
Then divide the data of Xiaomi's main competitors to form and study how to develop
a recommendation from Xiaomi's strategy.

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Figure 1 Xiaomi official logo

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Figure 2 Xiaomi Official logo mascot

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Table of Contents
1.0Introduction……………………………………………………………………….4
2.0 Xiaomi acqusition and retention........................................................................5-7
3.0 Samsung acquisition and retention …………………………………………8-9
4.0 Pro& Con of Xiaomi………………………………………………………..10-13
5.0 Recommendation ……………………………………………………………….14
Reference ………………………………………………………………………15-16
Appendix ……………………………………………………………………….17-19

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Xiaomi VS Samsung
1.0 Introduction
Xiaomi Company was formally established in April 2010. The company has nearly
100 million fan users. Xiaomi Company is the first to adopt the Internet model to
develop mobile operating systems, and is involved in the development and
improvement by enthusiasts. Xiaomi has launched a low-cost, high-performance
mobile phone worldwide. Based on the development of the Android operating system,
it is designed for the Chinese and fully enhances the localization experience. In 2014,
Xiaomi's mobile phone sales reached 61.12 million, an increase of 227% over 2013,
ranking first in China.(Zhang Yunsheng,2015)
In 2014, Xiaomi’s smartphone market share jumped up to close to 15% and it overtook
Samsung as the 1st smartphone vendor in China. Meanwhile, Xiaomi became the
world’s most valuable tech startup with a private valuation of over $46 Billion.
Starting 2015, global smartphone sales stalled and Xiaomi’s smartphone sales started
plummeting, falling faster than its rivals. It shipped only 71% of its sales goal in 2015
and suffered a 26% year-over-year decline In 2016, Xiaomi fell out of top 5 largest
smart phone manufactures in China . (Yuen Yan , 2017)

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2.0 Acquisition and retention strategy
2.1 Acquisition strategy
2.1.1 Membership
Xiaomi has continually planned their cards dependent on the patterns of purchasing of
items from the organization.The enrollment cards would likewise be advanced in
enabling the client to really got free utensils like bluetooth speaker , charger and
others . It likewise attentive as now and then physical store in Xiaomi don't give
however in the web based business stage it furnishes with additional blessing that
likewise incorporate free film ticket and a guarantee from Xiaomi itself . (Zhou
Satisfaction , 2017)
2.1.2 Advertising
Xiaomi is dynamic in its web based publicizing whereby it had used the internet based
life stage to advance its items towards the clients. The notice that had been stressed by
them would be those that are advancing its new items towards the clients and the

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business advancement that the organization is right now executing in the market
(Yue Yuan , 2017)
2.2 Retention strategy
2.2.1 Loyalty program using MIUI forum
MIUI formally launched on June 1, 2010, it is Xiaomi organization depth
customization of an Android cell phone working framework, MIUI goes for local
Android framework for various enhancements to improve, its client covers in 23
countries, by the majority part of mobile lovers exceptionally looked for. MIUI
original highlights MIUI interface framework, is focused on giving mobile phones in
the most extraordinary calls and instant messages comfortable experience, for Chinese
clients utilize habits are immaculate match, Xiaomi innovation is China's first
utilization of internet development show for cell phone working framework
development group, reference MIUI People group devotees' criticism to enhance,
week after week refreshes cycles, dependably give clients the most recent experience.
(Thakaar , 2015) MIUI has the world's biggest cell phone backdrop topic library,
customized subjects and bolt screen mode, and additionally an abundance of custom
strategies (Huang & Jitphrasong, 2017).
2.2.2 Dialogue
It had made discourse with their customers on the web and disconnected. For on the
web, the organization had been effectively speaking with the customers on the

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web-based social networking sites, for example, its postings on Facebook and Twitter
or disconnected whereby it is led in-store between the representatives and the
customers (Huang & Jitphrasong, 2017).
2.2.3 Customer Service
The Xiaomi’s corporation also have a good based of customer service whereby
there is 2 sets of forums for users one is English and the other is mainly Chinese. It
works as a forum to fellow Xiaomi applicants to discuss about Xiaomi issues and
update about the latest products . The interface is rather smooth and there is also
forum pages on social media platforms like Twitter and Facebook for user to live
interface to chat about the issue your having with the Xiaomi related . The update for
them is rather fast as they view it very seriously and enhanced it within mere days
instead of delaying it for a long period amount of time . (Yue Yuan , 2017)
Web based life, some item publicizing, and direct advancement will be the principle
types of conveying our top notch message out to shopper. We will make utilization of
Web sites and online networking administrations to help advance the general
visibility's of our gadgets and spread mindfulness. These may likewise consider
opening up explicit areas where shoppers can do tryout and experience their items.
( Thakar , 2015)

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3.0 Comparison of Samsung’s Acquisition and retention strategy

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3.1 Acquisition Strategy
In the year 2017, Samsung had reported that they gained Harman International
Industries and that they bought them for $112 per share, identical to around $8 billion
(Aaron, 2017).
Samsung can furnish Harman with scale corresponding advancements that will
quicken its development and expand its authority in the worldwide markets of car,
associated advances, and savvy sound. Samsung can open up new open doors by
making new items for its clients with the skill of Harman on innovations, for example,
associated vehicle excitement frameworks (Aaron, 2017).
Samsung has really turned into a best 1 sections provider to global vehicle producers
that utilization the infotainment innovation of Harman. Samsung will then liable to
impact the systems perceived by Harman to grow its supply of semiconductors and
showcases, which implies that clients can expect their autos will have more Samsung
segments which are accessible to interface with their keen gadgets (Aaron, 2017).
3.2 Retention Strategy

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Around the same time in November, Samsung has uncovered its dependability
program, which is classified "Samsung Rewards". (PYMNTS.com, 2017)Consumers
who use Samsung services, such as Samsung Pay, Ask an Expert on Samsung Health,
Samsung Internet and Bixby,” Samsung said in the news release. “Users earn points a
variety of items, including a Samsung Rewards card, which can be used purchases
anywhere Visa debit cards are accepted.” . (PYMNTS.com, 2017)
More than 54% of Samsung Rewards’ growth has come from services like Bixby and
Samsung Health. Samsung Pay had an increment 48 % because of rewards platform
usage . (PYMNTS.com, 2017).
Samsung dependably dispatch 'Unloaded' occasions like the starting of new Galaxy
items together with the superstars for instance: Korean on-screen character Lee
Kwang Soo propelled the S7 and S7 edge, Korean performing artist Song Ji Hyo has
propelled the Note series in Kuala Lumpur, Malaysia (Angelin, 2018).
The forthcoming Samsung Galaxy Unpacked occasion in KL, Samsung has
discharged a mystery picture with the words "4X Fun", driving most news sources to
guess that the organization may uncover a gadget with four cameras. On the authority
Samsung portable press site, two new models were reported on Sept 18, the Galaxy
J4+ and Galaxy J6+. The two models do incorporate a 6 inches HD in addition to
show (Angelin, 2018).

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4.0 Discussion of the drawbacks and benefits of the chosen retail store
Xiaomi is a relative new product that just released not long ago yet the flaws are
very small as it is known as the Apple of China . Therefore below states the good
and bad of using Xiaomi related products .
4.1 Pro
Xiaomi Company include the perfect MIDI ecosystem, sound e-commerce sales
platform and internet marketing capabilities, good terminal layout, team advantage
and supply chain integration advantages. (Zheng Wei, 2016)
In the forum of Xiaomi , MIUI forum , it releases that it is having a partnership with
Ikea China to developed a smart home utensils for users all around the world . The
project is set to be starting now where the buyer can connect the device of

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furniture using Xiaomi gadgets . This allowed a whole new level of collaboration
between Xiaomi and Ikea China . (Zheng Wei , 2016)
Figure 3 world’s top 10 largest e-retailers
The price for Xiaomi is also relatively lower to other competitors in the market . The
system is on par with high tier cell phones like Apple and Samsung . Their

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specifications and system is quite good just like the newest product Xiaomi Mix 3
with a slide to open the camera without the presence of notch , and it also has a
3.5mm audio jack that is not present ins Apple their contender .It is also the first to be
powered by Snapdragon 855 CPU in the Android device and also using a 5G
network . ( Zhou Satisfaction , 2017)
Figure 4 Xiaomi Mi Mix 3
4.2 Con of Xiaomi
Due to the rise of other competitor like Oppo , Vivo,Meizu using the same method
with a low price method . It causes downfall to sales of the Xiaomi in recent years
as the others also have a better quality compare to Xiaomi . Intending to chirp up
they had to often get in par and developed with a better range of price for the users to
be affordable to everyone internationally . (Zheng Wei, 2016)
In the wake of investigating the three layers of Xiaomi's expected biological
community with regards to changing industry scene and Xiaomi's business execution

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as of late, it turns out to be clear why Xiaomi would need to move into the space of
Web administrations and Keen Home. Maybe more precisely put, Xiaomi
comprehends where majority share of qualities will be made along the esteem chain
of the associated home and has set itself up from day 1 to end up a Network access
supplier and a product stage that interfaces client to-client, client to-gadget, and
gadget to-gadget. In any case, this space is as of now loaded up with predominant
players from both huge Web firms, for example, Baidu, Tencent and Alibaba, and in
addition set up home machine producers that are hoping to change themselves, for
example, Gree and Midea. Accordingly Xiaomi chose to enter the space through cell
phone market to dodge coordinate head-on rivalry from enormous players, while
viably obtaining and securing clients by building a biological system incorporating
programming and equipment around their necessities. Accordingly, the normal
Xiaomi client invests 7% more energy in applications than iPhone customers .
(Thakaar , 2015)

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Figure 5 Xiaomi’s mobile app store screenshot & download growth from 2014–
2016 (reaching 40 billion in 2016.03)
5.0 Recommendation
5.1 Unbending corporate culture
Finding your claim to fame in the advanced market isn't something that happens over
night. Any automated change will incorporate a sensible couple of undertakings and
significantly more disillusionments. Along these lines, aside from if associations give
a culture in which their agents can examine without fear of upbraid, they will be likely
not going to make due in the propelled age (Rossi, 2015).
5.2 Expanding the pace of progress
As the rate of updates and innovative progressions manufactures, associations are
suspecting that its harder than at some other time to remain mindful of customers'
growing needs. (Thakaar , 2015) For some such associations, the security of 'sticking

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to what we know' gives off an impression of being considerably more mitigating than
attempting to remain mindful of the latest creative movements – this can be a colossal
issue to advanced change (Rossi, 2015).

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638.

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Appendix :
Figure 6 Xiaomi 2017 Financial

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Figure 7 Xiaomi business expansion

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Statistic 1 Xiaomi’s Market Share from 2011–2015 and Change in
Smartphone Shipments from 2015–2016

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Statistic 2 Xiaomi’s Market Share from 2011–2015 and Change in
Smartphone Shipments from 2015–2016