While Xiaomi does not decide whether or not to officially come to Brazil, fans of the brand remain mobilized on social networks trying to understand what the company is planning for its supposed triumphant return. It is clear that any rumor about the arrival of a new brand shakes the market, especially when its sales strategy is traditionally aggressive with regard to prices.
Xiaomi’s return is being marked by a lot of speculation and little consistent information. The brand’s spokesman for Latin America told AndroidPIT that Brazilians will soon have news about the brand in the country, this being the last known official information about the return.
In a marked card game, Samsung is already anticipating Huawei flooding the market with smartphones that have balanced configurations and good news, although the cost / benefit of these products is questionable at the moment. The same is true with Huawei in China, for example, where it is known for being a quality brand with higher prices, different from other more affordable ones. The fight between these two will clearly be over the leadership of the local and global market.
Other than that, the question remains: if Xiaomi really comes, will it stand a chance of threatening Motorola’s reign? This should probably already be an internal concern for Motorola, and not just for itself, but also for Asus and others that follow this idea of ​​the perfect smartphone at the best price. What is at stake, basically, is the profile of the user who currently uses Motorola and the Brazilian consumer who currently owns a Xiaomi.
Mi 8 lite is a sales success in Brazil / © AndroidPIT
Xiaomi has a larger user base in Brazil than in 2015, when it was officially selling here. This group of users grew due to the demand for products with better characteristics – which she did not offer herself when she was here – and, above all, at more affordable prices. Although this base is large, it is worth saying that the group of «Mi fans» today is not fully consolidated.
The explanation for this is quite simple: price does not retain users, only consumers. Yes, there is a big difference between user and consumer, and it is exactly from this second wing that the largest group of people waiting for Mi’s return to Brazil is formed. Being here is not synonymous with guaranteed success for Xiaomi exactly because the brand remains unknown to a large part of the public.
Price does not retain users, only consumers.
This Mi consumer base will not support the brand if it continues to be a more viable option through importing than local selling. The big difference between Mi and Motorola is exactly at this point, since only one managed to retain users in the long term not only by price, but also by the characteristics of its products and the relationship that the brand managed to establish with a group of users that did not identified with no other manufacturer.
When I say that price does not retain customer loyalty, just look at the case of LG and you will find a clear example of a company that sold while the price was good and then started to become irrelevant to users because it does not have a solid base of loyal customers. It was exactly in this vacuum that Motorola knew how to act and, now, it will be quite difficult for Xiaomi to have the same opportunity at a time when the consumer is more demanding.
In the end, I must say that most of the people who follow Xiaomi’s return are expecting the price. If the price is not good, the import will continue to be valid for these people. They stay with whoever has the best price, the best offer and wherever they are. When a user comments that his Mi 3455XCR is better than a Motorola on some technology site, he can bet that he is happier for the investment he has made than with the values ​​of the brand he is using.
And you, consider yourself a Mi fan? Do you think Xiaomi will be able to retain users in Brazil?
