Xiaomi parachutes South Asia chief Alexander Tang into India to halt market share slide
Xiaomi has named Alexander Tang as India head, replacing Alvin Tse, as the smartphone brand fights to recover from a collapse in market share from 31% in 2018 to 12% in Q1 2026. A return to aggressive pricing, leadership reshuffle and headcount rationalisation are on the cards as Vivo, Samsung and Motorola gain ground.
What happened
Xiaomi appoints Alexander Tang as India head, replacing Alvin Tse, to revive falling market share (31% in 2018 to 12% in Q1 2026). Strategy expected to return
Key facts
- 99.1 billion yuan Q1 revenue
- 31% market share 2018
- 16% share 2024
- 12% share Q1 2026
Why this matters
Leadership reshuffles and rationalisation often precede portfolio pruning or local manufacturing JV resets—monitor for divestiture signals in Xiaomi's India ecosystem partners and offline retail footprint.