Xiaomi sells out fast during Indonesian debut

Dylan Bushell-Embling
08 Sep 2014

Chinese smartphone vendor Xiaomi launched its first phone in Indonesia last week as part of its Asian expansion gambit, selling out of its initial stock within minutes.

The online shopping platform Lazada sold out of its initial stock of 5,000 Redmi 1S smartphones in under seven minutes, the Jakarta Globereported.

Over 60,000 accounts were registered to buy the smartphone since sign-ups commenced a week prior to the sale, according to Lazada Indonesia.

Xiaomi appears to be using scarcity as a marketing tactic, as the report states that the company has no plans to make additional handsets available for purchase until the next scheduled sale on Thursday.

Xiaomi has rapidly grown to become one of China's top-selling smartphone vendors - and the fifth largest in the world despite being relatively unknown outside of its home market.

The company is making a concerted push to expand in Asia-Pacific, having recently launched handsets in Hong Kong, Taiwan, Singapore and Malaysia.

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