Hi there. It’s Brady.
The fans of tech companies, particularly those with physical products, can be a little culty. I say this not in a disparaging way, but to point out that there is true devotion to items that have specific logos on them, as long as quality doesn’t take a sudden dive.
This is the case for Xiaomi in China. You know about their phones, but the company is much more in its home country. It’s possible to replace nearly every common electronic product at home with a product that was incubated by Xiaomi, and for all of it to link up in one network controlled via a Xiaomi phone.
Many things had to happen for this arrangement to become reality. CEOs were groomed. Brand guidelines were outlined. Xiaomi’s executives scrutinized every single facet of their sub-brands’ operations, all the way down to invoice templates. No stone was left unturned.
This has recast Xiaomi from a name that lives in people’s pockets to one that sits by them in their homes. KrASIA and 36Kr mapped out this journey. You can read the article here.
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