The pillars of success for some of the world’s most prominent brands are rooted in quality, good values, perception, performance, and brand experience. For Xiaomi, these elements form the very foundation of what the brand is renowned for.

This has paid huge dividends for Xiaomi, with the company being one of the world’s leading smartphone brands today. In Malaysia, Xiaomi was the top smartphone vendor for 2021 and it has maintained that position for two consecutive quarters this year.

Xiaomi’s immense success is by no means a fluke. The tech giant’s pathway to success was forged by its promise to make quality technology accessible to all. This is why despite being launched in 2010, Xiaomi is now the third-largest smartphone brand globally and considered by many as one of the world’s most user-centric consumer technology brands.

Malaysian consumers were first introduced to Xiaomi in 2014. Since its arrival on our shores, the brand has gone from strength to strength, delivering quality products and technology to the market. Today, Xiaomi boasts 80 Xiaomi Authorised Stores across the country as well as nine Xiaomi Display Zones, 157 Shop-in-Shops and 747 Preferred Partner Programmes.

According to a recent report by global market research firm Canalys*, Xiaomi topped the list of smartphone vendors in Malaysia with 25% unit share for sell-in shipments for the third quarter of 2022. One of the primary reasons for this stellar performance is the range of products the brand has brought to the market.

Its reputation is solidified by its mission to deliver quality, amazing products at affordable prices, which has allowed consumers from all walks of life to elevate their lives through innovative technology. Xiaomi’s “dual-brand” strategy has also helped the brand drive growth and momentum in the market.

Offering something for everyone, its core offerings include the flagship Xiaomi series premium smartphones, which deliver high-quality technology and performance without the luxury price tag. Its widely popular Redmi series has also struck a chord with consumers by offering best-in-class performance at a great price-to-performance ratio — just what mid-range and light users have been searching for.

Additionally, Xiaomi has focused its efforts on the wider spectrum of technology. Its core strategy of “Smartphone x AIoT” places an equal emphasis and focus on both the smartphone business and AIoT business. This has allowed the brand to create a smart-living ecosystem that allows smartphones and other intelligent devices to work cohesively with one another to enhance the lives of users.

This culture of innovation is embedded in the very fabric of Xiaomi, resulting in cutting-edge technologies that have transformed the landscape of the consumer technology business. Proof of that came in 2020, when Xiaomi incorporated the 108MP camera into its flagship smartphones. Today, the brand has brought this game-changing technology to a wider consumer segment via the Redmi Note 11 Series.

Recently, the brand also introduced the new Xiaomi 12T Pro Series, which is equipped with Malaysia’s first 200MP imaging system in a smartphone camera. This, along with cutting-edge camera technologies such as the Xiaomi ProCut and Xiaomi ProFocus AI tracking technology, have broken new ground in elevating the smartphone camera experience for local consumers.

Driven by strong leadership

A huge part of the success Xiaomi has experienced in Malaysia and across the globe can be attributed to its renowned brand experience. Its range of quality products is backed by reputable and reliable after-sales service, which further boosts consumer confidence in the brand.

“When I first became part of the Malaysia team, Xiaomi went from a small smartphone player in Malaysia to achieving 25% market share in just three years,” explains Nicolas Shi, Country Director of Xiaomi. Responsible for Xiaomi’s business in Malaysia and Singapore since 2019, Shi admits that the hurdles and challenges the brand has faced and overcome thus far have fortified its position as one of the top smartphone brands in the country.

“The key to Xiaomi’s success is our people,” he adds. “My hardworking team members who work tirelessly in realising these achievements, and also our Xiaomi Fans and business partners in Malaysia who have supported us since day one. We hope that consumers continue to support us so that we can bring in more amazing products at honest prices.”

Always looking forward, Xiaomi intends to continue building on its reputation and presence in Malaysia. The company is looking to expand the number of its retail stores to bring its product experience to a wider part of Malaysia. It will also continue to introduce the latest technologies offered at accessible price points to the local market.

Follow Xiaomi Malaysia on Facebook for the latest news and updates. Experience Xiaomi’s new premium smartphone, the Xiaomi 12T Series, the Redmi Note 11 Series, as well as Xiaomi’s super extensive range of smart AIoT products at any Xiaomi Authorised Stores across the nation.

*Source: Canalys Estimates (sell-in shipments), Smartphone Analysis, November 2022