GTrusted

Huawei and Xiaomi are the two top giants that have emerged in China where Huawei dominates the higher end consumer and corporate market while Xiaomi has created an Apple like brand and ecosystem but using ultra low prices. The two companies' approaches to marketing and support couldn't be more different.  For example, it's hard to walk around China without bumping into a large Huawei advertisement or store.  In popular retail places like Nanjing East Road or in the subway in Shanghai, Huawei advertising is everywhere for new products like the Huawei Mate 8, the successor to the Huawei P8.   On the other hand, it's hard to walk around China to find a store selling Xiaomi phones let along see any Xiaomi advertising. Huawei's support stores are more visible but more cramped and very functional in nature.   In contrast, Xiaomi's support stores are harder to find and tucked away in some back corner of a shopping center or office building.  However Xiaomi locations generally are much more spacious and act more like a showroom to demo their products.   Huawei's products generally follow the path that are phone brands.  For example, like many other Android phone companies, Huawei is promoting their new Android watch. Xiaomi on the other hand has been promoting any product they can get to market and always keeps people guessing what's next for Xiaomi to conquer. Together, Xiaomi and Huawei have been effective in making it more difficult for Apple and Samsung in China.  Samsung probably gets affected more since Apple has been able to retain a unique aspirational brand status.  Huawei and Xiaomi have played defense remarkably well in China and also strongly covets overseas markets, making things more difficult for other brands.