What's this? Either a queue for Bahubali ticket or an iPhone launch?
Actually this queue is of Mi Home launch - Xiaomi's first offline retail store which lets you buy some of the hot selling products like Redmi Note4 directly (no more 'fastest fingers first' on Flipkart).
No discounts/ no offers / no launch - just the damn availability of a product and you have this sort of a queue !
5 crores in 12 hours !!! (courtesy: manu/xiaomi).
No doubt Note 4 is a great device. I have been using it for ~3 months and I bought another one for my brother - this is probably the best VFM (Value for money) phone at this range (I sold my iPhone and have no plans to buy one anymore).
Great products have an inherent viral loop in built. Xiaomi has cracked this at a very different scale as opposed to its competitors.
Xiaomi's market share
As of May 2017, Xiaomi is number 2 in India (Samsung leads).
Xiaomi doesn't run TV ads. Xiaomi doesn't have a 'brand ambassador'. No celeb marketing. No IPL ads.
Just a damn good product (and coolness quotient) !!
Take a look at brand searches
For Gionee which has Alia Bhatt (and a clueless phone) and for OnePlus which has BigB (and higher priced phones), how can you explain the marketing spend? The two don't even show up in the top 5 vendors !
Why isn't marketing budget going into product R&D ?
Magic happens when you have a great product and budget-constrained marketing team, which unfortunately is missing out in most of the companies.
Look at Micromax - it has discontinued the YU lines of phone and hasn't launched anything worth talking about. But the entire focus is on marketing and not on a differentiated product.