Recent economic uprising of the People’s Republic of China has made an undeniable impact on the world globally. Two out of four top-selling smartphone brands in the world, Huawei and Xiaomi, are initially Chinese. The way these companies have handled the enlargement of their audience to a global scale, however, differentiates by a number of points. The brands under analysis are Xiaomi, Huawei, Samsung, and Apple, all of them have their distinct perception of the position on the global market, as well as their consumers.
Huawei, being a Chinese leader in the field, bases it globalization strategies on the sustainability of a local market, perfectly falling into the “globalization” paradigm (Wu, 2008). The company’s vision is “to bring digital to every person, home and organization for a fully connected, intelligent world” (Huawei, 2021). Xiaomi, with only under a decade of its existence, has reached international success by producing available, unique products and quality tech – from smartphones to smart home devices, thus, widening the possibilities for further development of the company. Apple has received international acclaim by employing the elitist strategies and focusing on their premium-feel devices, marketing themselves the original tech company which was the first to reinvent the world by making the iPhone. Samsung, an over-the-century old Korean manufacturer, started as a budget company, but in “2019 marked a decade as a global industry leader in digital signage” (Samsung, 2021). The brand bases its smartphone product range according to customer requirements, considering the idea of a quality smartphone in every budget.
The following study goes along the way with these companies’ usage of hybridized marketing strategies – each one being unique. The identity of every brand reflects both the origins of the said company and its ambitions and achievements in the field of globalization. The social impact of this is the result of how these brands influence the life of a typical end consumer. Everything the companies put in the market implies not just further economic changes, but also the availability of certain technologies for the general public, thus, changing the lives of millions in a major way. The academic side of this research lies in the interest of analyzing their marketing and extracting a possible common denominator as well as differentiating their strategies.
References
Wu, D. D. (2008). Between global and local: Hybridized appeals in China web auto ads. Corporate Communications: An International Journal, 13(1), 68-79.
Huawei. (2021). Building a Fully Connected, Intelligent World.
Samsung US. (2021) Mobile, TV, Home Electronics, Home Appliances.