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

Subscribe

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

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Photos: Scenes from MediaWorks 2018
Premium
16 hours ago

Photos: Scenes from MediaWorks 2018

The four-day workshop for young media professionals is taking place in Bangkok.

Premium
OMG seeks new China CEO
Premium
19 hours ago

OMG seeks new China CEO

Succession-planning underway for Doug Pearce, who will become non-executive chairman as of 15 July.

Premium
Is there value in surveillance? Ask the Chinese
Premium
19 hours ago

Is there value in surveillance? Ask the Chinese

Hands up if you viewed the pervasive social rating in the "Nosedive" episode of Black Mirror and thought, 'That’s not so bad'?

Premium
Medical, love and soul tourism on rise among Chinese tourists: JWT
Premium
19 hours ago

Medical, love and soul tourism on rise among ...

TOP OF THE CHARTS: The idea that people from China travel chiefly in search of shopping experiences is a stereotype in need of adjustment, according to a new report from J. Walter Thompson.