October 29, 2014 by ...
Xiaomi uses flash sales to drive consumer buzz and desire. This is all part of its hunger marketing strategy which essentially ‘luxurizes’ a commodity. Instead of buying just another phone and being one in over one billion as is the case in China, Xiaomi provides exdlusivity, at least before.
This flash sale model includes forcing customers to sign up for the rights to purchase a Xiaomi phone. Consider it like a lottery. Those who ‘win’ get the handset and those who do not get upset. The net result, however is crazy consumer demand. Consider the following:
In the latest round of flash sales to India, Xiaomi sold 90,000 units in 11.9 seconds. While this sounds stellar, it may signal a slowdown in Indian demand, however, but more on that later.
Prior to this, in the previous two flash sales Xiaomi unloaded:
580,000 Redmi 1S
150,000 during the Big Billion sale
These units were gobbled up in sedonds, literally, with the past six lasting (seconds) 3.4, 4.2, 4.2, 4.5, 5.2, 13.9.
As I mentioned, India’s appetite for the 1S may be waning. This time only 100,000 people signed up the event and 90,000 units were sold. Time will tell if that was a one off, or India is souring on Xiaomi.