This is the secret to the ‘Apple of China’s’ whirlwind success

Apple

Fortune

Chinese smartphone maker Xiaomi, sometimes called the “Apple of China,” seems to have a pretty simple formula for success: building a loyal fanbase by holding events that celebrate the company’s customers.

The company recently threw a party for 300 fans in a trendy nightclub, according to the Wall Street Journal. The company hosts events like this every few weeks to give consumers the feeling that they too are “part of the club.”

The next step? Moving beyond China and trying to compete with the world’s biggest smartphone makers, according to founder Lei Jun.

From the Journal:

Mr. Lei has declared not only that he wants Xiaomi to be world’s largest smartphone maker within a decade, but that he wants to bring all the trappings of the good life to developing-world consumers for bargain prices, from television sets to smart light bulbs.

“What if we allow all of our…

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