Xiaomi SWOT

Strength

One of the Largest Smartphone maker

- Xiaomi is one of the largest smartphone makers in the world. It is said to be the 3th largest
smartphone manufacturer as of 2021.

Electronic business model

- Xiaomi phone only online sales, such as the E-commence under Xiaomi technology, Xiaomi.com.
This model not through mobile phone dealers, to take the way of online sales, not only save the
cost, but also save time.

Rising Brand Awareness

- Xiaomi’s brand awareness is rising and more and more people are getting to know about the
brand thereby resulting in higher sales across the globe.

Weakness

Lack of credibility

- Xiaomi is a young brand, Samsung, iPhone and other smart phone occupy most of the market
share, Xiaomi was born, the occupation rate is obviously insufficient in market share, and no
good reputation is built in the public mind.

Advertising and Marketing spends

- The advertising and marketing spend of the brand is very low. The brand launches ATL
campaigns only when coming up with a new product.

Low Skimming price

- While other smartphone manufacturers survive on skimming price, Xiaomi launches its own
phones at low prices in the flash sales. As a result, it cannot take advantage of the skimming
price or the advantage is not as profitable as it would be for Samsung or Apple or other such
high-end brands.
Opportunity

Increase of the smartphone and internet user

- As the use of mobile devices has continued to grow around the world, people are using
smartphones for everything from entertainment to social media and for professional use. It
presents an excellent opportunity for Xiaomi to keep manufacturing the same quality products
and pushing them into the market.

China market advantage

- China's large population, and most consumers will have more than two smart phones, then
most of Chinese consumption concept are biased high quality and cheap, Xiaomi phone just to
meet this demand.

Threat

COVID-19 Pandemic

- COVID-19 uncertainties continued to affect consumer buying confidence. Consumers are still
being more cautious and have cut down their spending.
- Software development slowdowns are prominent as more employees either work from home or
don’t work at all due to social distancing and lockdown across the globe.

Fierce competition in the smart phone industry

- The smartphone industry is marked by heavy competition. It is also among the fastest-growing
industries with a large number of international players battling for market share

Pressure from public opinion

- Anti-fans of Xiaomi tried to fabricate a variety of negative new to damage Xiaomi's image, due
to itself problems and users questioned its customer service, causing the most of people and the
media a hot discussion on the Xiaomi mobile phone.