Xiaomi largest exclusive brand network in India: study


Sundeep Holani, CEO, Channelplay said, “The growth in offline retail is largely motivated by the increasing need of experiential buying by Indian consumers. A large proportion of consumers prefer a physical product experience before buying and another significant proportion is reluctant

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Xiaomi, the Chinese smartphone manufacturer, has become the leader of a single-brand retail network with the largest exclusive brand retail network in India.

As per a study on the expanse of a single-brand retail network in India conducted by Channelplay, study showed that among the top five brands with the largest exclusive brand retail network in India – Xiaomi was 44% bigger than Samsung and over 48% bigger than CCD. Xiaomi also showcased a lead of 108% from Dominos and 117%+ from Bata.

The retail network of Xiaomi is inclusive of all the single-brand retail outlets viz. Xiaomi – Mi Home, Mi Studio and Mi Stores. The second dominant player also belonged to the electronics category – Samsung India, followed by Cafe Coffee Day(CCD), Dominos India, and Bata making it to the top five.

Sundeep Holani, CEO, Channelplay said, “The growth in offline retail is largely motivated by the increasing need of experiential buying by Indian consumers. A large proportion of consumers prefer a physical product experience before buying and another significant proportion is reluctant in making financial transactions online, especially for high value products. This has largely established the need for brand experience stores.

In the study conducted, industries retailing a physical product were audited across Apparel, Footwear, Jewellery Watches, Electronics, Books Stationery, Sports Games, FB/Grocery, Food Service, Florist, Pharmacy, Furniture, and Furnishings Sanitaryware. Few of the other popular brands which were evaluated were HP, Lenovo, Kohler, McDonalds, Subway, Puma, Ferns Petals, Benetton, More Supermarket, Reliance Fresh and Baskin Robbins.

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