Guest Post – Building a Consumer Product Brand with Virtual Infrastructure: Going the Xiaomi Way

Getting a consumer durable brand in the market meant significant investments in distribution, on-ground displays, marketing and everything else that was traditionally associated with the launch of a consumer durable brand.

I.e. creating a consumer product brand required large capital, and therefore was not something that new and emerging entrepreneurs without access to capital could aspire to do.

Xiaomi just debunked that theory with a model execution of a creative & unconventional strategy.

Without opening a single store, without keeping the products on shelves in physical stores, without spending on advertising, this China-headquartered company has already become the world’s 3rd largest handset manufacturer in just under 3 years time since launch.

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