Chinese smartphone player Xiaomi is reported to have missed its 2015 handset shipment target.
The company, which has been the most prominent rising star in the tough smartphone space, shipped 70 million devices last year. This compares with 61 million in 2014, indicating continued, but significantly slowed, growth.
While a figure of 100 million was mooted early in the year, this was slimmed to 80 million as 2015 progressed – with Xiaomi still unable to reach this new goal.
Perhaps unsurprisingly, Lei Jun, chairman of the company, said late last year that the focus was not on shipment numbers, but on customer satisfaction – with external pressure the motivator for its guidance.
Part of Xiaomi’s challenge is its reliance on its home market. While this was able to drive early growth and gave volumes the company could build on internationally, it also means that a widely-reported slowdown in the country as its smartphone market matures has taken its toll.
Among Xiaomi’s big hopes for growth is the growing Indian market, with the company recently beginning the assembly of handsets locally. But this market is also characterised by fierce competition both from local players and international vendors.
The company, which has grown quickly in recent years, has been broadening its portfolio to include wearables, tablets, televisions and other products – such as an air purifier.