Xiaomi apologises for misleading UK consumers with Â1 flash sale
Xiaomi, the Chinese smartphone maker, has issued an apology to its UK customers after it was accused of misleading them with a Â1 flash sale. The company launched its official UK website and online store on November 8, 2022, and offered a limited number of devices for just Â1 as part of its opening promotion. However, many consumers were left disappointed and angry when they found out that only 10 phones and five Mi Band 3 fitness trackers were available at that price.
The Advertising Standards Authority (ASA) received 165 complaints from consumers who claimed that the promotion was unfair and deceptive. Some of them said that the website did not clearly state the number of items available at Â1, while others said that the items were sold out within seconds or that they were unable to add them to their basket. Some also alleged that the website crashed or displayed error messages during the sale.
The ASA said that it was investigating the complaints and would decide whether to take any action against Xiaomi. The regulator said that it expected advertisers to ensure that their promotions were clear and honest, and that they did not mislead consumers or cause unnecessary disappointment.
Xiaomi said that it was sorry for any inconvenience or frustration caused by the flash sale. The company said that it had followed the terms and conditions of the promotion, which stated that the Â1 offer was subject to availability and on a first-come, first-served basis. It also said that it had displayed a timer on its website to show when the next flash sale would start, and that it had announced the winners of each sale on its social media channels.
The company said that it had sold more than 10,000 devices in the UK since its launch, and that it was committed to providing high-quality products at honest prices. It also said that it would continue to offer attractive deals and promotions to its UK customers in the future.
Xiaomi is one of the world's largest smartphone makers, with a market share of 9.7% in the third quarter of 2022, according to IDC. The company is known for offering high-end devices at affordable prices, such as the Mi 8 Pro, which features an in-display fingerprint sensor and a transparent back. The company also sells a range of smart home products, such as the Mi Electric Scooter and the Mi Air Purifier.
The company entered the UK market as part of its global expansion strategy, which also includes launching in other European countries, such as France, Italy and Spain. The company said that it aimed to bring innovation to everyone in the UK and to challenge the status quo of the smartphone industry.
However, the company also faced some challenges and controversies in its new markets. In addition to the flash sale fiasco, the company was also criticised for using fake reviews on its UK website, which were copied from other websites or written by its own employees. The company said that it was a mistake and that it had removed the reviews. The company also had to change its logo in Spain after a court ruled that it infringed on the trademark of a local smartphone brand called Xiamo. aa16f39245