Xiaomi vs. Huawei: A Comparative Analysis of Marketing Strategies and Performance in the Overseas Expansion of Electronic Manufacturing Enterprises

Zimeng Li

doi:10.47297/wspceWSP2516-251901.20250902

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Xiaomi vs. Huawei: A Comparative Analysis of Marketing Strategies and Performance in the Overseas Expansion of Electronic Manufacturing Enterprises

9卷第2期

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Xiaomi vs. Huawei: A Comparative Analysis of Marketing Strategies and Performance in the Overseas Expansion of Electronic Manufacturing Enterprises
Xiaomi vs. Huawei: A Comparative Analysis of Marketing Strategies and Performance in the Overseas Expansion of Electronic Manufacturing Enterprises
Chengdu University, Chengdu, Sichuan, 610106, China
2025年9卷第2期页码：5-9
纸质出版日期：2025-04-28
DOI：10.47297/wspceWSP2516-251901.20250902
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(2025). Xiaomi vs. Huawei: A Comparative Analysis of Marketing Strategies and Performance in the Overseas Expansion of Electronic Manufacturing Enterprises. 创意经济（英文版）, 9(2), 5-9.

Li Zimeng.Xiaomi vs. Huawei: A Comparative Analysis of Marketing Strategies and Performance in the Overseas Expansion of Electronic Manufacturing Enterprises[J].Creative Economy,2025,09(02):5-9.
(2025). Xiaomi vs. Huawei: A Comparative Analysis of Marketing Strategies and Performance in the Overseas Expansion of Electronic Manufacturing Enterprises. 创意经济（英文版）, 9(2), 5-9. DOI： 10.47297/wspceWSP2516-251901.20250902.

Li Zimeng.Xiaomi vs. Huawei: A Comparative Analysis of Marketing Strategies and Performance in the Overseas Expansion of Electronic Manufacturing Enterprises[J].Creative Economy,2025,09(02):5-9. DOI： 10.47297/wspceWSP2516-251901.20250902.

摘要

Abstract

This study focuses on Xiaomi and Huawei to compare their overseas marketing strategies and performance. Through a variety of research methods

it is found that the two have significant differences and advantages in overseas market positioning

marketing strategy and performance. Xiaomi has developed well in emerging markets with its cost-effective products and combined online and offline sales model. Huawei relies on technology research and development

brand building and localization strategy in the global market

especially in the high-end market. This study provides experience for Chinese electronics manufacturing enterprises to go to sea and help them develop more effective strategies for going to sea.

关键词

Keywords

references

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Ma S . ( 2020 ). The Political Risk Analysis of Huawei's 5G International Expansion under the Background of China-US Competition . Contemporary Asia-Pacific , ( 1 ), 4 - 29 .

Lei S . H . ( 2019 ). Beyond Geopolitics - Industrial Policy and Great Power Competition. World Economics and Politics , ( 5 ), 131 - 154 .

Research Group on China-US Science and Technology Competition of Wuhan University . ( 2020 ). Analysis and Countermeasure Thinking of China-US Science and Technology Competition . China Soft Science , ( 1 ), 1 - 10 .

Fu K . ( 2012 ). Marketing Strategies of Chinese Electronic Manufacturing Enterprises in Developed Markets - Taking Huawei's European Market as an Example. Enterprise Economy, (Volume X), Page XX - XX. (The volume number and page range were not clearly specified in the original document . " X" represents the volume number and page range to be completed .)

Yang M. , & Li Y . ( 2018 ). A Comparative Study on the Marketing Strategies of Apple and Huawei Mobile Phones in China . Enterprise Technology Development (Academic Edition) , 37 ( 4 ), 30 - 34 , 58 .

Li X. , & Cao Y . F . ( 2014 ). Huawei: Conquering Europe. Business Review , 2014 , 126 - 139 .

ditorial Team of the 9th Issue of "China Goes Global" . ( 2019 ). In the New Pattern of International Trade, How Chinese Enterprises Respond to the New Challenges of "Going Global" . The 9th Issue of "China Goes Global" , October 2019 .

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