Introduction
Primarily, before directly examining the capacities of Xiaomi in the context of American civilization, it is essential to determine the cultural differences of the countries based on the existing picture of reality and relevant theoretical aspects. Firstly, it must be recognized that the COVID-19 pandemic and the trade war between the US and China, to some extent, have determined the surge of anti-Chinese products’ sentimentalism (Kim, n.d.). In particular, the escalation of tension is associated mainly with the policies of the 46th US president in the spectrum of opposition to the prosperity of Chinese business (China Briefing Team, 2022). Based on these circumstances, it is safe to assume that the leaders and citizens of the United States perceive Xiaomi in a slightly negative way in connection with the firm’s business model regarding the price ranges and control of telecom operators.
Hofstede’s Cultural Dimensions
Furthermore, appealing to Hofstede’s cultural dimensions theory, it becomes apparent how much the culture of America and China differs in general terms. Thus, according to Edwards (2020), the Western and Eastern countries are two completely polar and opposite worlds from the point of view of understanding concepts such as power, equality, freedom, justice, individualism, purposefulness, certainty, innovation, connection with the past, motives, control of desires and much more. Therefore, China should be considered a collectivist society, considering society’s interests and honoring ancient traditions and customs. In contrast, the USA is an individualistic society characterized by the idea of freedom and independence. Cultural peculiarities in the USA are one of the factors in minimizing and eliminating Xiaomi’s capabilities in the “Land of Liberty.”
The Globe Project
In addition, based on the Globe Project, it should be emphasized separately how there are some cultural paradoxes between the two countries. Equally, both Xiaomi and businesses in China have collectivist traits, and leaders, as a rule, achieve the best results through perseverance, patience, endurance, and tremendous work. Nevertheless, American culture equally supports assertiveness, hard work, and innovation, but in the spectrum of individualistic culture. Accordingly, the cultural distance between China and the United States is especially pronounced when using Globe concepts. One dares to believe that insufficient knowledge of the basic principles of intercultural communication is a weakness that has displaced Xiaomi from the foreign market. Such noticeable cultural differences do not allow the two markets to find some consensus, a compromise that will enable a deep understanding of the cultural values of each of the countries.
In general, Xiaomi is one of the brands that are not widely popular among residents of the United States. For example, according to official data sources, Xiaomi has never sold a phone in North America (Jonnalagadda, 2022). At least these and many other facts can be described as one of the explanations for the case of refusal to import brand devices in 2022 (Yurdakul, 2022). However, the company’s representatives do not lose hope of returning to the foreign market slowly but surely.
Conclusions
Summarizing the above, it should be emphasized that the United States and China are completely different countries, with diverse cultural values, norms, standards, habits, traditions, and customs. Unfortunately, such distinct ideas about people, society, the world, and other moments have led to a relatively negative attitude toward Xiaomi in America. To date, the organization no longer supplies its products to the Western region based on a special and unique business model that is sharply different from those implemented in the United States.
References
China Briefing Team. (2022). US-China relations in the Biden-Era: A timeline. China Briefing. Web.
Edwards, L. (2020). Comparing China to United States using Hofstede’s six cultural dimensions. The Pennsylvania State University. Web.
Jonnalagadda, H. (2022). Here’s why Xiaomi doesn’t sell phones in the U.S. Future US, Inc. Web.
Kim, Y.H. (n.d.). Anti-Chinese sentiment, U.S.‒China trade war, and Chinese multinationals’ global IP strategy. The Hong Kong University of Science and Technology. Web.
Yurdakul, E. (2022). Why Xiaomi is not available in the USA. Xiaomiui. Web.