A Case Study Of Entry Mode For International Market In Beijing Xiaomi Technology Co. Ltd.

With the trend of globalization, more and more enterprises have explored the international market. But there are still a lot of uncertain factors would block the exploration of domestic company. Xiaomi Technology Co. Ltd. which is conceived to be an internet company has already got the most market shares of internet equipment during four years, and act an important role in the smart phone market. From the beginning of 2013, Xiaomi has determined his company strategy into becoming an international enterprise. In this case, we would take Xiaomi as an example to analysis the problem and the solution of the dilemma of Chinese enterprises by related the practice of globalization by Xiaomi, the problem Xiaomi would face in marketing.By statement of core hardware product lines, MIUI mobile system which is suit for the internet service environment and the planning investment of smart hardware producers I would like to give a brief introduction of Xiaomi Tech in this paper first. Besides, the representative company like Apple and Samsung and domestic company like Zhong-Hua-Ku-Lian, TCL, Gionee, OPPO, would be mentioned in this paper as well. Not only because they appear to be Xiaomi’s competitor but also they all have significant impact on the market of smart phone. It is necessary to combine the market to the participants and competitors for us to analysis the problem and the trend.During the market development in the Southeast Asia, Xiaomi has exposed three main problems which consider to be trust issues, patent-infringement case, and the non-ideal sales circumstance.In this case, IB (international business) theory was applied to analysist problems and to the final solution. Because of the lack of assessment of international market environment, it is no doubt that the crisis of confidence would occur. In the same time Xiaomi also has to change its operation pattern to avoid the potential patent-infringement. Not as same as the domestic way to sale, Xiaomi should consider the tradition channel to assist its marketing due to the complexity of international market. In general, looking for local partners in target market and form strategic alliances with domestic Internet company is quite necessary for Xiaomi.