Xiaomi's poor IPO may have little bearing on its consumer brand equity

Is Xiaomi a smartphone brand? Is it a hardware ecosystem incubator? Is it an internet company? Confused investors did not buy into Xiaomi's narrative, but its intangible brand equity remains, experts posit.

Source: Lei Jun/Twitter

It's revealing when you notice media outlets still preface Xiaomi as a Chinese smartphone maker in their reporting when the brand has been sowing the seeds for its “triathlon business model, encompassing hardware, internet service and new retail, in the run-up to its debut. Xiaomi's initial public offering yesterday watched its shares plummet by nearly 6% at one point, assaulted by an untimely China-US trade war, and ultimately closing below its IPO list price of...

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