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That lifestyle is aimed primarily at young people. It’s made up of a mix of elements that no other gadget maker has blended together before, all of which help engender a sense of ownership for fans of the brand – a strong sense of community, social marketing, listening to and incorporating user feedback, an emphasis on adaptable and personalizable software, and surprisingly powerful phones at low prices. Xiaomi has also pioneered online-first sales.

Now that some rival phone makers have seen how Xiaomi puts this together and makes it work, they’re trying to emulate the entire package.