There’s no doubt that one of the hottest smartphone brands of China today is Xiaomi. The company is known for their devices that comes with great spec yet cost a fraction of what other popular brands are selling for. It’s no wonder that the company’s latest device called the Xiaomi Hongmi sold 100,000 units in 2 minutes in China and 10,000 units in 10 minutes in Taiwan.
The Hongmi has been renamed to Redmi for the global market with its global launch starting with Singapore. It looks like the device has not lost its appeal to the public as Xiaomi Singapore has reported that it has sold out all of its units in just 8 minutes after it went on sale. The device sells for S$169 unlocked while all three Singaporean operators are also offering it with a postpaid plan for as low as $0.
The company announced this development saying “Dear Mi fans, we’re sold out for #Redmi – in just eight minutes! As this is the first time we’re selling in Singapore, we wanted to learn more about the market behaviour, sales reaction, and optimise our business processes (e-commerce, logistics, customer support). We understand that many of you are eager to purchase a Redmi still, so we are working hard to bring in more products for you. We’ll announce our next round of sales shortly. For those who have successfully placed an order, we are working hard to fulfill your orders and you will be getting your #Redmi soon.”
No specific figures were released as to how many units of the Redmi the company released for the Singapore market. This is still an impressive feat considering that this is the first time the company made its device available outside of the Greater China market (mainland China, Taiwan, Hong Kong).
Xiaomi co-founder Lin Bin said that “Singapore is a new market [for Xiaomi], beyond Greater China. We don’t have a [target] number to sell as a KPI (key performance indicator), but what we’ll be working hard on is to make sure we’re here to learn, and want to hear how Singapore consumers use the products, and how to service the products. This is what we’ll be focusing on at least for the next six months.”
Hugo Barra, a former google employee who now leads the company’s global expansion plans, says that the rollout in countries outside of China will be slow and small since they want to make sure that everything is done right. The next target will be other Southeast Asian countries as well as India.