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We have just seen Xiaomi catch up with Oppo by presenting his own sub-screen camera on Twitter right after it unveiled its prototype, but the internet is not the only place where Xiaomi attacks its rivals. First, the company began advertising its new Redmi K20 as a "star killer," the exact term marketing OnePlus used aggressively in its early years. Next, the company placed billboards right next to OnePlus ads in India with a bold statement: "Higher than the last One".
"Superior superior to the last!" +1 if you liked these punny ads! ??# RedmiK20 and # RedmiK20Pro be there soon! the #FlagshipKiller 2.0
Have you ever noticed? If so, take a selfie and share it with me. ?#Xiaomi ❤️ #Redmi pic.twitter.com/eFeQbw2uIq
– Manu Kumar Jain (@manukumarjain) June 2, 2019
Now, let's see a little more about this quarrel. As many of you probably know, OnePlus is an Oppo affiliate, even though both companies like to deny the fact that they are closely related. Nevertheless, many of the flagship projects of Oppo end up being the master plans of OnePlus devices, and the company that kills the flagship products was founded by Oppo's vice president, Pete Lau. OnePlus' marketing has always been about providing customers with the best specifications at the lowest possible price, while providing software tailored to seasoned users – first from CyanogenMod (RIP), then its own operating system. Oxygen. Thus, the company promoted its device as a "star killer". The company has evolved a lot since its inception and has become less sensational in its marketing approach, but the basic promise – low price (high) and high specifications – has never really changed.
Xiaomi has recently developed a similar strategy. Through its subsidiary Poco, it has released the pocophone to Western markets with the explicit promise to support developers and DIYers, reducing the number of original OnePlus customers. Many (including us) even called Poco the spiritual successor of OnePlus, although the company is much less independent of its parent company than Oppo's OnePlus. This is clear from Xiaomi's recent release of its flagship product Redmi K20 – Redmi being another subsidiary. The company seems to have noticed that marketing its devices as low-cost alternatives to the competition is doing very well. It has therefore extended the message of its sub-brand Poco to its own flagship product.
And what better way to market your device than to attack the company that strikes in the same spirit and has the same clientele that interests you? Therefore, it makes perfect sense for Xiaomi to advertise aggressively against its direct competitor and I expect that we will see more attacks of this type. The question is whether OnePlus will feel the need to launch counter-attacks since Xiaomi presents itself as an outsider in its relationship (of course, Xiaomi sells a lot more phones than its competitor – for that, it is about Explore an additional demographic group).
Xiaomi's tactics are by no means unprecedented: we observed a similar strategy when Google launched its Pixel line, placing it in front of Apple, then with the Pixel 3a against the "Phone X", which was a Frank success. Samsung took a similar approach a few years ago, even though it pushed everything a bit too far.
- Thank you:
- Manjot Singh,
- Bro technology,
- Satheesh
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