^tldr; their marketing strategy is amazing and its working.
I see an emerging trend that will be innovated for other products and services. The giants must now get a balance between the traditional way and E-Commerce. If they even remotely come closer to these companies, the game will change drastically.
Like it's being said: "Xiaomi played a Motorola on Motorola". The future is not too far when Someone will play a Xiaomi on Xiaomi!