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...

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