Xiaomi was a relatively obscure Chinese domestic Smartphone maker till last year, but Xiaomi’s sales today have surpassed those of Samsung and Lenovo. It is now the top domestic player in China’s domestic market. Xiaomi has become the fifth largest Smartphone maker in the world. To lure customers, the company focuses on offering special software that customers cannot get with other Android devices. It offers a customized version of Android called Miui, which customers can help design, by giving feedback online. The company sells Smartphones at nearly the same cost it incurs to buy and assemble the materials or components. To make money, Xiaomi focuses on selling apps, games and special Android themes as well as internet services. For marketing, the CEO Lei Jun runs festivals to show appreciation to the so-called Mi fans.