Xiaomi vs. Huawei: A Comparative Analysis of Marketing Strategies and Performance in the Overseas Expansion of Electronic Manufacturing Enterprises

This study focuses on Xiaomi and Huawei to compare their overseas marketing strategies and performance. Through a variety of research methods, it is found that the two have significant differences and advantages in overseas market positioning, marketing strategy and performance. Xiaomi has developed well in emerging markets with its cost-effective products and combined online and offline sales model. Huawei relies on technology research and development, brand building and localization strategy in the global market, especially in the high-end market. This study provides experience for Chinese electronics manufacturing enterprises to go to sea and help them develop more effective strategies for going to sea.