2. To give consumers sense of participation

Consumer behavior has seen a tremendous shift in the past decade, changing from consuming brands into consuming the experience. However, Xiaomi is leading the latest trend of providing consumers with a sense of participation. The company opens its service and product development, allowing users to get involved in the developing and operating process.

Lei Jun, chairman and CEO of Xiaomi, speaks at the Internet entrepreneur convention in Beijing, May 11, 2013. [Photo/IC]