New Delhi: Xiaomi has initiated a corporate restructuring, assigning more responsibilities to existing mid-level executives in sales and marketing teams and consolidating the functions among its three top leaders, as the smartphone maker prepares an aggressive push into the premium segment in a bid to claim back its lost market share in India.
The reorganisation aims to bring back focus on the online business to grow its market share without hurting the offline business, which has seen strong growth in the last few quarters. The company is aiming to reclaim the leadership position on ecommerce platforms which suffered due to frequent leadership changes, executives aware of the developments told ET.
The strategy is designed to support a significant increase in business volume and growth, with a forecast for 10-15% volume and 20-25% value growth next year, they said.
The company has segmented the India market into various geographical divisions, each under different sales teams. It has also merged the management team of its sub-brand Poco with the Xiaomi team; it was earlier an independent subsidiary. All the functions now come under the top India leadership comprising chief operating officer Sudhin Mathur, chief business officer Sandeep Arora and chief marketing officer Anuj Sharma.
"The strategic goal is for the online business to have a future value contribution that is higher than the offline business. This is part of an overall effort to restrategise the brand's approach in the online space to secure a higher share, which is expected to help the India business grow its top line and bottom line," one of the executives ET spoke with said on the condition of anonymity.
The company has also made changes to the marketing structure, which were brought in after deliberations by its International Business Department team in Beijing and the India leadership and implemented specifically to target higher-value segments, the executive said.
Xiaomi communicated the reshuffle to employees in an email, a copy of which ET has seen. An email sent to Xiaomi did not elicit any response till press time Sunday.
According to the email, the company has now appointed dedicated leads for its premium Xiaomi series, along with separate leads for the budget brands Redmi and Poco. These roles were previously under a single leadership team. It has also appointed a perception management head, to shore up the brand image.
The reorganisation aims to bring back focus on the online business to grow its market share without hurting the offline business, which has seen strong growth in the last few quarters. The company is aiming to reclaim the leadership position on ecommerce platforms which suffered due to frequent leadership changes, executives aware of the developments told ET.
The strategy is designed to support a significant increase in business volume and growth, with a forecast for 10-15% volume and 20-25% value growth next year, they said.
The company has segmented the India market into various geographical divisions, each under different sales teams. It has also merged the management team of its sub-brand Poco with the Xiaomi team; it was earlier an independent subsidiary. All the functions now come under the top India leadership comprising chief operating officer Sudhin Mathur, chief business officer Sandeep Arora and chief marketing officer Anuj Sharma.
"The strategic goal is for the online business to have a future value contribution that is higher than the offline business. This is part of an overall effort to restrategise the brand's approach in the online space to secure a higher share, which is expected to help the India business grow its top line and bottom line," one of the executives ET spoke with said on the condition of anonymity.
The company has also made changes to the marketing structure, which were brought in after deliberations by its International Business Department team in Beijing and the India leadership and implemented specifically to target higher-value segments, the executive said.
Xiaomi communicated the reshuffle to employees in an email, a copy of which ET has seen. An email sent to Xiaomi did not elicit any response till press time Sunday.
According to the email, the company has now appointed dedicated leads for its premium Xiaomi series, along with separate leads for the budget brands Redmi and Poco. These roles were previously under a single leadership team. It has also appointed a perception management head, to shore up the brand image.
