China's smartphone makers look to take on Apple and Samsung overseas
Xiaomi, Huawei and ZTE adopt different strategies to sell affordable premium models outside their home market, writes Jamie Carter
Is the world ready for the Chinese smartphone takeover? Home-grown brands such as Xiaomi - often called "the Apple of China" - Huawei, and ZTE are aiming to take their handsets and tablets overseas and supplant the likes of Apple, Samsung and LG.
From imitating foreign designs to becoming some of the best-value handsets in the world, China's smartphones are changing fast. Xiaomi, which has become country's No1 smartphone vendor after just four years, is at the forefront of the country's staggering growth in global smartphone sales. But how significant is Xiaomi's latest gadget, the Mi Note?
"Mi Note is basically a response to the iPhone 6 Plus, but the focus on refined features will help Xiaomi achieve bigger market share and charge a premium," says Elspeth Cheung, head of BrandZ Valuations at Millward Brown in Beijing.
The launch of Xiaomi's Mi Note, which starts at 2,299 yuan (HK$2,900), is challenging the iPhone 6 Plus (from HK$6,388).
"It has a screen that's 0.2 inches larger, a body that's 0.15mm thinner and is 11 grams lighter," says Li Ma, international business director for Honey LLP, a social creative agency specialising in exporting Chinese brands.
High-end smartphones from Samsung and LG sell for around HK$6,000. Price is key to Xiaomi's success. "Xiaomi has been offering products with high-end specs at a low price and is able to convert a lot of people using lower-end Samsung, LG or Sony [models] into Xiaomi users," says Matt Champion, client services director at Hong Kong-based mobile agency Fetch.
The Mi Note is the latest salvo against criticism that China copies Western creations.