Diagram 2: Main positioning approaches of the leading smartphone brands in the Chinese market
Leading global smartphone brands offer distinguished hardware and interface design as well as strong features. On the other hand, Chinese brands mostly concentrate on building durable and high customization phones. They are targeted toward the mass consumers and power users while foreign brands mostly target fashion-forward youngsters. At the same time, we’re seeing brands such as OPPO and Meizu competing in the same category.
Xiaomi & Meizu: Optimizing user experience with customized UI for a differentiating positioning
One of the most popular Chinese brands in the market right now is Xiaomi. Xiaomi gained popularity by identifying a niche group of smartphone “power-users” or so-called “手机发烧友” [shǒu jī fā shāo yǒu] (literal translation means “cellphone fever friend”). These consumers are constantly tweaking their phones for richer features and the newest experience. Xiaomi phones are tailored for this particular group of consumers.