Xiaomi founder and CEO Lei Jun stated on the Chinese social media site Weibo that the business will concentrate its efforts on the high-end part of the global smartphone market in an attempt to directly compete with Apple, filling the hole left by Huawei. Huawei was previously the leading smartphone provider in China until it was forced to exit the US market. Xiaomi’s CEO, Lei Feng, stated that the company’s goal is to become the world’s top smartphone seller within three years.
“[Our goal is to] completely outperform Apple in terms of product and experience, and to become China’s largest high-end brand within the next three years,” Lei added. He continued by describing Xiaomi’s rivalry with Apple in the high-end smartphone category as a “war of life and death.”
Meanwhile, Apple surpassed Vivo to become China’s top smartphone brand for the first time in six years in the fourth quarter of 2021. Simultaneously, Apple surpassed Samsung as the world’s biggest smartphone seller, with an iPhone accounting for one in every five cellphones sold.
Xiaomi, like many other companies, has faced supply chain challenges in the last two years, impeding the company’s progress. Nonetheless, in the second quarter of 2021, Xiaomi temporarily topped Apple’s iPhone sales.
Xiaomi apparently plans to increase customer acquisition by focusing on user experience in order to differentiate itself from other major Chinese Android smartphone makers that are also vying for Apple’s lucrative high-end segment. This will result in the addition of 20,000 additional retail locations in China over the next three years, bringing the total to 10,000. Additionally, the corporation will invest nearly $16 billion over the next five years in research and development.