Xiaomi
Swedish Market Launch
In 2019, Chinese consumer technology giant Xiaomi asked GK to help launch the company on the Swedish market, together with the flagship smartphone Mi Note 10.
Challenge
In 2019, Chinese consumer technology giant Xiaomi asked GK to help officially launch the company on the Swedish market, together with the flagship smartphone Mi Note 10.
The challenge at the time was widespread skepticism towards Chinese companies, especially Huawei due to safety policies. Also, demonstrations taking place in Hong Kong further intensified criticism of the Chinese government and Chinese companies.
Strategy and execution
Geelmuyden Kiese developed a “risk-minimizing strategy” for the local launch of Xiaomi by guiding the client to apply total transparency. Ahead of the launch event, GK invited leading technology journalists for "pre-briefings" with spokespersons from Xiaomi, to sort out questions and misunderstandings, and journalists had the opportunity to test the new Mi Note 10 under embargo.
Since the launch event, GK has worked continuously to create visibility around Xiaomi's large range of products: from the premium to the budget segment.
Results
More than 500 people registered to attend Xiaomi's Swedish launch event, including 27 journalists and 13 influencers. 30 articles about the launch event and 38 articles about the Mi Note 10 were published. The Mi Note 10 was awarded high marks and 5 different awards.
As a result of the ongoing work, Xiaomi has gone from about 2% to 8% share of voice compared to the main competitors Samsung, Huawei and OnePlus. In Sweden alone, 999 articles mention Xiaomi and their products since January 1, 2020.
