| Nowadays,the degree of world economic integration is gradually deepening,international trade is developing rapidly,and high-tech industries are making continuous progress.Smart phones and other high-tech products play a more and more important role in people’s Daily life.With the continuous improvement of China’s mobile communication technology,China’s smart phone industry is developing rapidly.The efficient and perfect global supply chain system and the increasingly fierce competition environment in the domestic smart phone market promote the major domestic mobile phone manufacturers to enter the overseas market one after another and engage in export business.As a representative manufacturer in China’s smart phone industry,Xiaomi began to lay out its international development strategy in 2013.As Xiaomi’s third largest market besides China and India,the European market is of extremely significance in the market research.At present,with the complex international environment,rapidly changing market environment,high trade barriers,strict intellectual property protection standards and increasing trade friction between countries,Xiaomi still has considerable sales in the European market.Therefore,it is necessary to study its export strategies,find problems in the process of exporting business,and put forward some suggestion to solve the problems.It will be an important reference for other Chinese mobile phone manufacturers who want to export to The European market.In this paper,literature research and case analysis are adopted to summarize and analyze the export strategies of Xiaomi in the European market on the basis of relevant studies at home and abroad and in combination with the comparative advantage theory,international production compromise theory,market control theory and enterprise strategic management theory related to the case.In the process of analysis,a series of business problems are found that may have a negative impact on the company’s operation,and targeted solutions are proposed for these problems.First of all,on the basis of the concept of enterprise export management,the relevant theoretical basis is summarized.These theories can explain the motivation and influence of enterprises’ export management measures,and are conducive to better understand enterprises’ export management strategies.Secondly,it briefly summarizes the development of Xiaomi and the current operating status of the European market.The analysis of the macro environment of political,economic,cultural and technological environment in Europe as well as the micro environment of industry competition and market development potential can better explain the motivation of Xiaomi’s export operation in Europe and help to understand its export strategies.Thirdly,it expounds the export strategies of Xiaomi in the European market.In Europe,Xiaomi is committed to building local distribution channels,establishing a domestic and overseas joint management system,creating a unique business strategy of "hardware + new retail + Internet",and launching the dual-brand strategy of Xiaomi and Redmi.In addition,some problems are found in the process of Xiaomi’s export operation,including unbalanced regional development in Europe;European countries have intensified trade barriers and serious technological blockade;Xiaomi’s operating cost cutting increases operating risks;Xiaomi’s cost-effective brand image is severely solidified,resulting in difficultly entering the upscale market;Xiaomi has serious patent problems and lacks core technologies.Exchange rate fluctuations will cause foreign exchange risks,and financial management risks are also worth of attentions.Finally,this paper proposes a series of feasible solutions to the problems found in the process of Xiaomi’s export operation,hoping to improve Xiaomi’s export business in the European market and help other domestic mobile phone manufacturers plan their overseas export strategies. |
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