Chris Baker
Aug 1, 2014

Xiaomi: Rewriting the rules of branding in China

Xiaomi’s pioneering flash-sales technique, called a 'snap-up', could reshape the entire product lifecycle in the smartphone category.

Chris Baker, managing director, Totem Media

Xiaomi, often referred to as China's Apple has taken a fresh approach with brand-building in China. And its efforts could have marketers worldwide rethinking their approach to branding.

Xiaomi is among a group of companies in China including SmartCar and Mini which has pioneered a flash-sales technique called a 'snap-up'. A snap-up is built around a sales event usually scheduled one month in the future, where a limited number of products will be sold...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
or call+852 2122 5227


Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Live coverage of Campaign360
12 hours ago

Live coverage of Campaign360

Observations, takeaways and video coverage of today's conference in Singapore discussing the business of media.

Sarawak Convention Bureau kicks off global campaign tour
13 hours ago

Sarawak Convention Bureau kicks off global campaign ...

The East Malaysian state is making waves in Europe.

Surekha Ragavan joins CEI Asia
14 hours ago

Surekha Ragavan joins CEI Asia

She will spearhead the voice and direction of CEI Asia following its recent integration with the global Campaign network.

Finnish VR expertise on display at Slush Tokyo
15 hours ago

Finnish VR expertise on display at Slush Tokyo

These VR glasses will let you see the past, present, and future of Helsinki's landscapes.