Xiaomi’s latest smartphone, the Mi Note 2, reportedly sold out 50 seconds after it launched earlier today in China. The new phablet, which features a curved display similar to the Galaxy Note 7, was available through a flash sale on Xiaomi’s official website for those who had pre-registered to buy the device. This would make the Mi Note 2 one of the fastest Xiaomi phones to sell out ever.

While such a fast sell out is no mean feat, it’s true that Xiaomi’s phones regularly sell out quickly, as it forms part of Xiaomi’s hunger-marketing sales strategy. Essentially, Xiaomi always aims to supply less than what the market wants and the (simplified) result is decreased inventory and shipping costs, and increased demand.

We caught our first glimpse of the Xiaomi Mi Note 2 at its Beijing launch event on October 25. The handset features a 5.7-inch 1080p display, Snapdragon 821 processor and 4 or 6 GB or RAM. We had the chance to go hands-on with the Mi Note 2 later and our initial impressions were positive.

This was Xiaomi’s first flash sale for the Mi Note 2, with the second expected to occur on November 8. Meanwhile, Xiaomi’s Mi MIX – which also grabbed headlines at Xiaomi’s recent launch event thanks to its eye-catching near bezel-less design – will go on sale on November 4. It’s possible that it will sell out equally fast.

Is the Mi Note 2 on your radar? Give us your thoughts in the comments.