Chinese mobile phone company Xiaomi sets a new Guinness Record by selling 2.11M mobile phones in 12 hours during its fifth anniversary online flash sale marking at total of $342 million in revenue.

Xiaomi was able to break their record from last year's Single's Day wherein they hit 1.3 million in selling their mobile phones competing against the Chinese e-commerce giant, Alibaba, which sold 1.89 million handsets in 24 hours. The November 11 Single's Day bonanza, akin to the US Black Friday event, generated $254 million revenue for Xiaomi.

Xiaomi chief executive, Lei Jun, was eager to announce their world record on Weibo last Friday. "This is beyond imagination," He said when was interviewed by South China Morning Post. The brand's flash sale brought large quantities of previously "out-of-stock" devices to life where shopping frenzy Xiaomi fans enthusiastically bought more than two for themselves.

The "single-online platform" sale was incredible compared to Apple's sale during the iPhone 6 launch. Apple had a total sale of $10 million in a span of days from the collection of brick-and-mortar Apple stores, third-party sellers like Best-buy and the online Apple Store. Similarly, Samsung does the same for its mobile products.

With the current record, Xiaomi may intimidate competition even though it still holds the 5^th place in world's smartphone market share where Samsung, Apple, Lenovo and Huawei are ahead before the Guinness title-holder.

There will be more in store for Xiaomi's marketing strategy as it is rumored to extend further to the west, possibly the US, in the coming months.

"We intend to launch Mi.com in the US in a few months," Xiaomi Vice President, Hugo Barra, told the media back in February. This also included plans to sell in Latin America especially in Brazil, in Russia and closer Asian neighbors like the Middle East. However he further declined to mention that no timeline has been set for this possible US entry.