After becoming the number 1 mobile phone vendor in Indonesia, new challenges await Xiaomi, which for the last 2 years has been aggressively expanding and growing exponentially. Like what?
According to the Canalys report, Xiaomi was ranked first during Q2 2021 based on smartphone shipments with a market share of 28%.
However, Xaomi Indonesia Country Director Alvin Tse admits that to be able to maintain the number 1 position is indeed not easy.
“The size of the market share is only one indicator of how many consumers we have served. In the short term, there will definitely be ups and downs. However, our focus now is for the long term,” said Alvin.
According to him, the key to the company's success in the long term is efficiency. "The more efficient the company, the longer it can last," he said.
Alvin said that Xiaomi listens directly to consumer input, so it can quickly adjust its strategy. "We continue to improve the user experience, present quality products, as well as the best customer service," claims Alvin.
In terms of online and offline sales, Alvin also said that Xiaomi was very fast and efficient in reaching consumers.
"Because Xiaomi has almost no layers or intermediaries. We have quality products, advanced MIUI operating system, good after sales service, as well as an effective and direct business to consumers," he explained.
Furthermore, Alvin mentioned that there are 4 challenges faced by Xiaomi in 2021:
1. Chipset Scarcity
Until the end of the year, chip shortage is still a big problem that haunts smartphone manufacturers. "We have already addressed the issue of 'unseen' phones. However, the scarcity of chipsets is an external factor beyond our capabilities," explained Alvin.
The solution, Alvin said, is to cleverly make forecasts/plans to meet consumer needs. "We have to be smart," he explained.
2. Branding
Although in the last two years Xiaomi has aggressively released products from the mid-range to ultra premium segments, there are still those who think that Xiaomi has only released entry-level phones.
“Xiaomi offers value for money phones. And we have a lot of breakthrough, cutting edge technology and high end products. That's what we continue to try to educate," he said.
3. Fixed Offline Outlets
Conquering offline sales continues to be Xiaomi's big homework. “Many consumers choose to buy offline. Unfortunately, many outlets and promoters do not provide accurate information. Therefore, we are continuously building Mi Store and Mi Shop to make the shopping experience better. They can get a price according to the SRP, no need to bid, and can get complete information about the product,” he said.
AIoT should be the trend of the future. This has happened in many countries. However, according to Alvin, there are still many Indonesian consumers who are hesitant to try.
“Because it turns out that this category is still very small. The growth is not as fast as we thought. Therefore, we continue to strive to educate the market on the benefits of AIoT," he said.
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