Why Xiaomi is in a downward spiral
Three consecutive quarters of slowdown in the mass smartphone market, Xiaomi's stronghold, takes a toll on the Chinese price-warrior. As the market moves towards premium, can the company retain its throne?
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Published:
Apr 20, 2023 03:53:58 PM IST
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Updated:
Apr 20, 2023 04:25:40 PM IST
If a person loses some mass from his arm, it might go unnoticed. A drop in volume of thigh muscle, too, perhaps remains invisible. The disappearance of chubby cheeks might still not turn heads either. But when the tummy gets sucked in, it catches instant attention. That’s the story of Xiaomi, India’s biggest smartphone player, which has seen back-to-back dip in its quarterly market share for the first time in over five years. From a high of 21 percent in the first quarter of 2022, the share has slumped to 16 percent in the corresponding quarter of this year, pushing the Chinese giant out of the top in the pecking order and relegating it to fourth position behind Vivo, Oppo and Samsung, according to the latest data released by Canalys.
So how does one explain a plunge in Xiaomi’s market share? Faisal Kawoosa has the answer. “Xiaomi's muscle has got sucked out because of a dip in the mass market,” reckons Faisal Kawoosa, founder of Techarc, a research firm. When that happens, the analyst reckons, people start noticing you.
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Though a fall in the mass market has dealt a sucker punch to Xiaomi, the brand failed to make any dent in the premium segment of smartphones in India. Xiaomi’s plight, interestingly, is shared by another price-warrior Realme, which has a bulk of its portfolio blocked in under Rs15,000 category. Realme has slipped from 16 percent in Q1 of 2022 to 9 percent in Q1 of 2023.
The bad news for Xiaomi is that there is unlikely to be any respite in the coming months. “2023 will be challenging as the mass-market segment is still moving slowly,” Sanyam Chaurasia, analyst at Canalys, points out in the latest report. The premium segment, in contrast, is poised for growth, boosting the average selling price growth of the overall market. “As disposable income gradually rises, consumers are willing to spend more on premium devices,” he adds.
Also read: How Vivo toppled Samsung, became India's No. 2 smartphone brand
From being a high-priority market for Xiaomi, India has suddenly lost the charm as the parent company doesn’t want to commit more money into the brand. “How can the market grow when the stakeholders lose interest,” says the analyst quoted above. There is trouble brewing on the global front as well. Last month, the smartphone maker reported a record 22.8 percent slump in its fourth quarter revenue. Back in India, it’s going to be an uphill task for Xiaomi to retain its crown. “They maintained top spot for 20 consecutive quarters. But it’s now a thing of the past,” he adds.
Marketing and branding experts, too, reckon that it would be tough for Xiaomi to regain its mojo. “Xiaomi has struggled to make a transition from a mass brand to a class brand,” says Ashita Aggarwal, marketing professor at SP Jain Institute of Management and Research. The problem, though, is not unique to Xiaomi. A mass brand usually fails to upgrade its appeal and add aspirational value. The tag of an economy brand especially hurts when consumers move towards premiumisation. “Their core (mass segment) is tottering and they are almost invisible in the high-end,” she says.
Can Xiaomi stem the slide in its market share and bounce back? “It’s a tough task. But they are likely to stay in the hunt,” says Kawoosa of Techarc.