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
cs@haymarket.asia
or call+852 2122 5227

Membership

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 subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Here's the 'purpose' Asia really wants brands to serve: Kantar
Premium
2 days ago

Here's the 'purpose' Asia really wants brands to ...

When well-meaning campaigns and initiatives filter down from global headquarters they can end up meaning little to local markets. A new Kantar survey explores the issues people really care about in the region.

Premium
The 5 biggest brand fails of 2018
Premium
2 days ago

The 5 biggest brand fails of 2018

Have your best facepalm at the ready, as we continue our year-end review.

Premium
Localisation: The line between respect and offence
Premium
2 days ago

Localisation: The line between respect and offence

As the recent Dolce & Gabbana debacle shows, some brands still struggle to localise in ways that are culturally appropriate.

Premium
Making your events digitally accessible
Premium
2 days ago

Making your events digitally accessible

Corporates and agencies are falling short when it comes to making their content accessible for all – and here's why.