{"id":90939,"date":"2023-02-17T15:33:11","date_gmt":"2023-02-17T08:33:11","guid":{"rendered":"http:\/\/www.thestorythailand.com\/?p=90939"},"modified":"2025-12-12T00:34:13","modified_gmt":"2025-12-11T17:34:13","slug":"xiaomi-thailands-new-chief-outlines-strategies-for-smartphone-market","status":"publish","type":"post","link":"https:\/\/www.thestorythailand.com\/en\/xiaomi-thailands-new-chief-outlines-strategies-for-smartphone-market\/","title":{"rendered":"Xiaomi Thailand\u2019s new chief outlines strategies for smartphone market"},"content":{"rendered":"\n

Xiaomi\u2019s new country manager says its key strategies for Thailand this year involve enriching the product portfolio, enhancing the consumer experience, and penetrating the high-end smartphone market.<\/p>\n\n\n\n

Alex Tang, managing director of Xiaomi Thailand<\/strong>, said that Xiaomi has gained a strong user base globally, as well as in Thailand.<\/p>\n\n\n\n

\u201cWe are ranked number 3 [in the global smartphone market] in terms of smartphone shipments. And our global market share is about 13.6%,\u201d he said, quoting a Canalys report based on the data from the third quarter of 2022.<\/p>\n\n\n\n

Canalys is a marketing, analytics, and research company that serves companies engaged in the field of electronics and technology.<\/p>\n\n\n\n

The research firm\u2019s latest report released in January shows that in 2022 Samsung defended its first-place position, claiming a 22% market share with 257.9 million shipments. Apple came second with shipments of 232.2 million and a 19% market share. Xiaomi came third with 152.7 million shipments and a 13% market share.<\/p>\n\n\n\n

Major smartphone maker<\/h3>\n\n\n\n

The majority of Xiaomi products are smartphones \u2013 accounting for 85% of its global output, compared to 15% for other products.<\/p>\n\n\n\n

In the Thai market, most Xiaomi smartphones sold are those in the mid- and low-end ranges. \u201cBut we continue to enjoy a very good growth in the high-end smartphone market. Our premium phone volume [sold in Thailand] has increased more than 15% from 2021,\u201d Tang said.<\/p>\n\n\n\n

\u201cWe are well recognized here. We also have very strong products as well,\u201d the country manager added. \u201cWhat we have done successfully is definitely that we have been well recognized in the Thai market, according to the Canalys report.\u201d<\/p>\n\n\n\n

Xiaomi\u2019s big advantage<\/h3>\n\n\n\n

Tang attributed Xiaomi\u2019s strong user base in Thailand to te fact that its smartphone products cover all the price ranges from the entry level to high end.<\/p>\n\n\n\n

\u201cWe have provided the product portfolio across all price ranges. With the full coverage of all the price ranges, we are able to respond to the customers\u2019 needs on different fronts,\u201d he said.<\/p>\n\n\n\n

The executive also points to Xiaomi\u2019s big advantage as a smartphone maker that also produces a large variety of products, which can link together and offer its consumers \u201cthe smart living experience\u201d.<\/p>\n\n\n\n

The new country manager, whose Chinese name is Tang Lee, just assumed his office at Xiaomi Thailand in December last year. Previously, he was the senior director of operations in charge of international business at Xiaomi Corporation headquarters in Beijing.<\/p>\n\n\n\n

Founded in April 2010, the Chinese firm manufactures smartphones, consumer electronics, home appliances, and healthcare products.<\/p>\n\n\n\n

Mutual respect is key principle<\/h3>\n\n\n\n

Tang says mutual respect is his key principle in dealing with people and doing business.<\/p>\n\n\n\n

\u201cTo earn trust from others, you need to show them respect and humanity. That’s my principle in dealing with other persons and with the business partners,\u201d he said.<\/p>\n\n\n\n

For him, mutual respect with its business partners is \u201cvery important\u201d for Xiaomi to grow sustainably. He applied this rule when carrying out the localization strategies for some 20 countries, including Thailand.<\/p>\n\n\n\n

\u201cThe most important thing is to understand the local business practices and insights and to develop a really localized strategy to work in the Thailand market to better serve our Thai consumers,\u201d he said.<\/p>\n\n\n\n

Thailand is \u2018very important market\u2019<\/h3>\n\n\n\n

According to Tang, Thailand is a \u201cvery important market\u201d for Xiaomi. Like in the global market, the Chinese smartphone maker also is ranked third in terms of shipment volume in the Thai market. \u201cThailand is a very important market because we have very good growth potential,\u201d he said.<\/p>\n\n\n\n

Xiaomi\u2019s market share for premium smartphones in Thailand grew by 15% in 2022, indicating the country’s \u201cvery good potential\u201d for high-end smartphones, he said.<\/p>\n\n\n\n

In order to boost the consumer experience and satisfaction, which Tang said is essential to Xiaomi\u2019s business success, the smartphone maker will continue to expand its brand store network and open up new service centres. In January, two new exclusive service centres solely for the Xiaomi brand started opening their door to customers in Nonthaburi and Chiang Mai.<\/p>\n\n\n\n

To penetrate the premium smartphone market, Xiaomi focuses on offering products with cutting-edge technology and innovation, along with \u201cperfect consumer experience\u201d, which Tang said is \u201cvery critical\u201d to the brand\u2019s success.<\/p>\n\n\n\n

Collaborating with Leica<\/h3>\n\n\n\n

Since last year, Xiaomi began its long-term global strategic cooperation with Leica, a famous German manufacturer of cameras and lenses, to co-engineer and design new smartphones together, according to Tang.<\/p>\n\n\n\n

\u201cLeica has a long history of more than 100 years in cameras. Its camera is famous for being lightweight and very aesthetic and pretty lenses. It\u2019s also very popular among photographers,\u201d he said.<\/p>\n\n\n\n

Regarding the development of local talents, Tang said that Xiaomi is committed to recruiting local talents for its office. Also, it will continue to carry out activities with the Mi Fan community in order to \u201cidentify the talents and find ways to work with them\u201d, he said.<\/p>\n\n\n\n

Sustainability is another area that Xiaomi takes \u201cvery seriously\u201d, according to Tang. \u201cIt’s a common goal for the humans in the world. We believe that’s very important.\u201d He also said that in Thailand, Xiaomi has carried out a number of corporate social responsibility (CSR) activities in 2022, which will continue in 2023.<\/p>\n\n\n\n

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Xiaomi\u2019s new country manager says its key strategies for Thailand this year involve enriching the product portfolio<\/p>\n","protected":false},"author":2,"featured_media":90950,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13543,13935,118,119,122],"tags":[17075,1095,17073,17074],"class_list":["post-90939","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-press-release","category-the-story-special","category-interview-en","category-technology-en","tag-alex-tang","tag-smartphone-market","tag-17073","tag-xiaomi-thailand"],"yoast_head":"\nXiaomi Thailand\u2019s new chief outlines strategies<\/title>\n<meta name=\"description\" content=\"Xiaomi\u2019s new country manager says its key strategies for Thailand this year involve enriching the product portfolio, enhancing the consumer experience, and penetrating the high-end smartphone market.\" \/>\n<meta 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