According to the latter Russian media reports, Xiaomi returns to the Russian market again
In May of last year the Xiaomi had halved exports from China to Russia, but this decision was not directly related to the war started by Russia with Ukraine. Xiaomi then officially withdrew from Russia for various reasons and later withdrew all its products from the country's market, but now it seems that this situation will change soon.
According to the latter Russian media reports, Xiaomi returns to the Russian market again, and with it, other companies that had previously withdrawn from the country's market will return. According to what is published in his article Iz.ru, Xiaomi and other companies have already started to they are hiring staff for their Russian offices. The staff referred to will not concern physical stores but are specialized staff in the field of advertising and public relations, as well as logistics staff and general product promotion.
Industry experts say all of these companies that are gradually returning to Russia aim to eventually be operating again in full speed, as before the beginning of the war with Russia.
Η Kristina Petrova, founder of the PR firm Perfect, stated that there will be basic strategies for Xiaomi's return to the Russian market, which will also apply to other companies:
- The company will not immediately start with the sale of products, but will mainly focus on the promotion of the company itself in the market and marketing, and in the second year it will be able to gradually start the commercial activity in the country again.
- Maybe the company will start selling directly through partners and third-party companies, and then it will be allowed to return to the Russian market, and in a second year thereafter, to start the normal commercial activity of the company itself.
- The company may open a representative office under a different name (legally), and in this case there will be no problem to immediately start its commercial activity.
According to the Russian source, the fact that Xiaomi has again started looking for personnel with the specific specialties in Russia is a positive sign and could indicate that the companies have already chosen to use the first of the three strategies mentioned above .
As far as Xiaomi is concerned specifically, it seems that at Her LinkedIn profile has seven vacancies open for the office he maintains in Moscow. Among the specialties he is looking for to fill these positions is one Media Buy Manager, and one responsible for purchasing advertising on TV, radio, web portals and magazines. The company is also looking for one Account Manager who, together with local stores, will promote Xiaomi products in the domestic market.
However, it should be remembered that Xiaomi has never directly sold its own products in Russia, since it began to do business in the country since 2018. Xiaomi products were traded in the Russian market through third-party distributors, and therefore, still and if the first strategy proves to be "unsuccessful", it will have as an alternative choice the second strategy that will be available to it.
It is also worth noting that the most popular brands in terms of the number of smartphones sold in Russia in the last year, Xiaomi holds the 33% of the market share in the country, ranking it in first place.
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