Specifics of International Marketing Strategies Transformation of Chinese Smartphone Companies on Different Markets: the Case of Huawei and Xiaomi in Russia

Chinese smartphone manufacturers have survived the brutal domestic fight, and then entered other countries, trying to use their previous domestic successful experience to explore the international market. However, each country and market will have its own unique market situation. In the process of trying to enter, various problems will inevitably be encountered. In the process of moving the domestic experience to the foreign market, the market strategies adopted by the companies will also encounter unprecedented challenges, which will evolve into different forms from the past. The author hope that they can study this process, discover the characteristics of change, and find out the rules from it, so as to provide companies with some suggestions of marketing strategies. In this article, the authors have selected Huawei and Xiaomi as research objects, and Russia as a research place, comparing the differences and similarities between the marketing strategies adopted by the two companies in the domestic market and the Russian market.