小米案例分析英文版MIUI分析解析

Analysis of Xiaomi Network Marketing
Environment of smart phone market in China
Target market
Product Positioning Sales channels
Environment of smart phone market in China
Low price
Sales channels
• Online Sales: B2C e-commerce sales
为企业提供销售渠道同时具有调查、服务、咨询 一体的特点； 在线销售减少了中间环节对利润的削减，直接降 低了产品价格。
Marketing Strategy
Word of mouth marketing Event marketing
Market is huge. Chinese consumers like high quality and inexpensive. Price of some one thousand yuan highly cost-effective mobile phone will occupy the lion's share of the Chinese smartphone consumer market. Xiaomi Smartphone is a high-performance smart phone.
Community and forums
Communicate with using experience Publish the information of Xiaomi Organize activities to enhance user stickiness, and train a large number of loyal users of Xiaomi.
3.Does Xiaomi Smartphone come from stealing?
• Recently, the rumors of Xiaomi Smartphone coming from stealing always appears. • For these rumors, Xiaomi Smartphone has no official clarification. It paints Xiaomi Smartphone into a layer of "mysterious" color. • It is another perfect marketing!
Lei Jun The CEO of Xiaomi
Microblogging marketing
Using new information and communication tool ,microblogging, to propagate Xiaomi Smartphone
Regard microblogging as a carrier to enhance user stickiness!
Target market
People who has habits of shopping online and getting information from the network Price-sensitive middle-income group
Web promotion
Product Positioning
Main products
米聊
MIUI
手机
Three business
• M chat（米聊）is a mobile terminal free instant messaging tools produced by Xiaomi. • MIUI is a customized Android mobile phone operating system made by Xiaomi. • Xiaomi Smartphone is designed for enthusiast mobile phone fans with highperformance.
2. Hyping “the quality gate”
• Xiaomi Smartphone sinks into“the quality gate” after appearing on the market 20 days • It has arisen problems such as buttons are inflexible and paint peels off. • As the company has promised to make quality improvement and shoulder the responsibility of aftersales construction. Then “the quality gate” has subsided. • Fortunately, the users still have confidence on Xiaomi Smartphone and it has won good reputation.
信息半遮半露
More difficult, more valuable!!!
首发：开放购买3小时，10万库存全部售罄！ 电信版：不到半小时15万台小米手机全部售罄！
Xiaomi’s marketing strategy is very like Apple's. Apple always covers half of the information and exposes another half to the media to catch people’s eye. Xiaomi does the same.
Lei’s effect
• Lei Jun's influence reputation successfully grafted onto Xiaomi Smartpone. After this top figure of Chinese Internet kept silent for nearly two years, Lei appeared once again on the media with his phone. All of people began to talk about him and his Xiaomi smartphone. • This is the celebrity effect!
Lei’s effect
Microblogging marketing
Community and forΒιβλιοθήκη Baidums
Word of mouth marketing
• Xiaomi Smartphone has attracted people’s attention by its excellent configuration and low price because more and more users care about the performance-to-price ratio. In the meantime, loyal users of Xiaomi Smartphone have increased and have left great influence on other people. • Its high performance-to-price ratio is favored by people , this kind of marketing makes it succeed and lays basis for the online sales afterwards.
The event marketing
Hyping all kings of topics
Lei’s effect
Selling engineering machine
1.Can engineering machine be sold?
• Selling engineering machine is a great innovation of Xiaomi Smartphone . It has done enough propaganda for mobile hardware advantage in early period, and the company sells engineering machine at a price lower than 300 RMB. • The behavior has got media’s attention and the company has got valuable advice and suggestion to make improvement.
Thank you!
Sales channels
Marketing Strategy
Product Positioning
positionin g
Enthusiasts’ mobile phone
Xiaomi’s strategic advantage: the most affordable high-end smartphones
Marketing Strategy of Xiaomi Smartphone
Group: Circle
Background
Beijing Xiaomi Technology Co., Ltd. established in April 2010. It is a mobile Internet company focused on selfdevelopment of highend smartphones. The team is formed by top specialists coming from Google, Microsoft and Jinshan.
Scarcity sells
• The most successful part is Xiaomi’s scarcity sell!
小米发售工程机时，没有 资格参与活动的米粉们憋足了 劲等待着9月5号的预定。而且 规定 9 月 5 号需要 500 积分的米 粉才有资格预定。 宁可信其有不可信其无， 小米论坛里刷米的人都闹翻了 天。