Its competitors are still willing to outspend them in marketing

While Xiaomi’s products have been present in the Philippines in one way or the other since their original arrival back in 2014, the brand itself hasn’t had widespread recognition in the country like their contemporaries. Don’t get us wrong, Xiaomi’s fan base is vocal and growing, at least online, but ask a regular Juan who Xiaomi is and you’re liable to get a blank stare.

Them leaving the PH market in 2016 didn’t help matters, and while the company is back in full force this year, brand recognition is definitely going to be a challenge for them. Many people may not agree with us but we feel the biggest roadblock Xiaomi faces in the country is their unwillingness to spend on marketing to make themselves known to people who aren’t in the tech scene.

It’s something that Huawei sub-brand Honor learned very quickly, utilizing a number of influencers known for gaming in the launch of their Honor Play a month ago. There’s a reason why Vivo, OPPO, Huawei, Samsung, and other market leaders spend heavily on marketing. Bathing SM Cyberzones with their logos and endorsers doesn’t look effective, but trust us, it is. Brand recognition for both Vivo and OPPO, the two most visible smartphone brands in malls is through the roof, despite being in the country for less than 5 years. That strategy is particularly effective in the Philippines where people still go to physical stores to browse for their next phone.

So while you think that Xiaomi is poised to take over the country with their rock bottom prices, the reality is far, far different. All the other brands spend tons on traditional marketing for a reason: because it works. Until Xiaomi starts facing their rivals at the traditional gathering places of the buying populace, they’ll still be the best smartphone brand nobody’s ever heard of.