Can Xiaomi win as a Premium Brand for UK Smartphone Buyers?

Report Summary:

Xiaomi recently signaled its intention to compete for a share of the lucrative premium smartphone market with the introduction of its Xiaomi 12 series in the UK.   This research answers five key questions.  

  1. How big is the premium tier segment of smartphone buyers in the UK?
  2. Do consumers see the product specifications and value proposition for the Xiaomi 12 and 12Pro as competitive with Apple and Samsung flagships?
  3. What are the top priorities of smartphone buyers in the UK? How do Xiaomi USP align?
  4. Which bundle options from Xiaomi are most appealing? (Smart watch, smart cameras, smart speaker, free 3 months YouTube Premium)
  5. Are consumers open to Xiaomi as a premium brand?


Table of Contents

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