They just have to come up with a better brand. Outside of China, "Xiaomi" is not an easy word.
There are innumerable examples of Japanese companies that changed their names to make them easier to market. Panasonic, for example.
More recently out of Korea, look at the rebranding of Lucky Goldstar as simply "LG." Worked wonders.
There are plenty of Chinese brands that are successful in the West. But they are always brands that are appealing to the Western ear. Vizio. Element. TCL. All better names than "Xiaomi."
There are innumerable examples of Japanese companies that changed their names to make them easier to market. Panasonic, for example.
More recently out of Korea, look at the rebranding of Lucky Goldstar as simply "LG." Worked wonders.
There are plenty of Chinese brands that are successful in the West. But they are always brands that are appealing to the Western ear. Vizio. Element. TCL. All better names than "Xiaomi."