Target Market of Xiaomi
Xiaomi is a Chinese electronics manufacturer and designer. Founded in 2010 by Lei Jun, the firm is headquartered in Beijing and ranks about fourth among the world’s leading smartphone manufacturers. Its consumer gadgets and computer hardware are among China’s most popular. Xiaomi’s rapid growth is scaring Samsung and Apple since the business is on its way to becoming China’s number one smartphone manufacturer. This article will look at the several strategies this organization uses to succeed.
First and foremost, we’ll look at one of Xiaomi’s Campaigns.
The protagonist of the new Xiaomi 12 advertising campaign is Luca Argentero. The team created the video in the plaza of the Crema Cathedral. Though, they had to transform it into a movie set for the event. Let’s go at the specifics of this beautiful movie by the Chinese brand’s Italian “branch.”
The new Xiaomi 12 series advertising campaign’s leitmotiv is “Dominate the scene,” with actor Luca Argentero as the primary protagonist, coming off the success of the Doc series. The agency FCB Partners, directed by CEO Giorgio Brenna, picked the evocative Piazza del Duomo di Crema. After winning a tender for communication activities in 2022, the agency began its relationship with Xiaomi Italia. Mediacom is in charge of the planning. The following is a summary of advertising.
With his Xiaomi 12 Pro in hand, he shines a spotlight on every remarkable moment his vision can capture. He immerses the audience in history, but from a different perspective, between a “pause” and an “action.” A symbolic voyage infused with the sense that everything we experience may be dramatic and exciting, much as in a movie.
The creation explored the endless possibilities of light to highlight the primary technological features of the current smartphone family, such as Ultra Night Video and Motion Tracking Focus, while also giving the photos a classic cinematic taste reminiscent of frames from the XNUMXs. As a result, the commercial enhanced the dreamy ambience and distinct character of the Italian movie heritage.
“After collaborating with one of the most significant international film festivals and a filmmaker of Gabriele Muccino’s level, we’re going to add a piece to our marketing plan with this campaign,” says Davide Lunardelli, Xiaomi Italia’s Head of Marketing.
However, the commercial will be played on Xiaomi Italia’s social media platforms and out-of-home circuits in selected locations around Italy through physical and digital billboards. The impromptu innovation will benefact the latter. The purpose of Xiaomi Italia is clear: we want to consolidate and strengthen the brand’s standing in the cinema and content production sectors through a comprehensive multichannel communication strategy.
Following that, we’ll take a look at Xiaomi’s communication strategy.
“Only for fans,” or why Xiaomi isn’t what you imagine.
Xiaomi and Samsung are comparable to Apple and Orange (a mobile network operator). Although they work in the same sector, they are entirely distinct businesses. Apple, Samsung, Huawei, and Lenovo generate money by selling phones. Xiaomi sells phones to kickstart a thriving e-commerce business beyond mobile.
The tagline “Just for fans” is the key to knowing Xiaomi. Xiaomi creates an engaged fan base by selling devices online and employing Internet-age marketing techniques. Weekly software upgrades, active participation in forum discussions about new product features, regular updates on social media (Weibo and WeChat), and more are all available to fans.
According to a Flurry study, Xiaomi consumers are more engaged with their smartphones than Apple users.
The typical Xiaomi user spends 7% more time using apps than the average iPhone user.
Xiaomi’s fan base is rapidly expanding: the business aims to sell 60 million smartphones in 2014 and another 100 million in 2015.
When Xiaomi was still a budding handset manufacturer, I encountered it almost three years ago. Even back then, it was evident that the firm was more than just inexpensive cellphones. In our August 2012 VisionMobile research note, “The Xiaomi Tribe,” we wrote:
According to marketing guru Seth Godin, marketing is to establish yourself as the head of a group developed around an idea rather than pushing things on disinterested customers. He refers to this group as a “tribe.” You will offer them souvenirs once you have led a tribe.
Xiaomi is rapidly expanding its product line beyond smartphones and tablets. The corporation intends to invest in 100 specialized hardware companies and sell co-branded “memorabilia” to its ardent customers. Xiaomi introduced WiFi routers, smart TVs, media centres, webcams, lightbulbs, air purifiers, a wall plug to the smart home, wearables and wellness with the Mi fitness band, headphones and blood pressure monitor. Xiaomi invested $203 million in Chinese home appliance manufacturer Midea Group in December 2014.
“In smartphones, Xiaomi can capture a considerable percentage of the global market, but this does not represent the entire possibility.” Xiaomi may also target a variety of other intriguing sectors.”
Next, we’ll determine which market Xiaomi has chosen to target.
Before we look at the commercial, it is essential to mention that the strategy used to ‘make the phone look attractive’ is crucial here. Nowadays, many people, especially younger generations, are getting involved in various artsy projects, and photography is one of them. People care a lot about the phone’s camera for high-quality photography and videos. Indeed, other characteristics are crucial, but not as much as the camera.
In the commercial, Xiaomi introduces its customers to various situations where the new Xiaomi M11 can help them out; whether it’s photography or video making/editing, that phone is always ready to support!
At the Romanian PR Awards 2021 Gala, Xiaomi’s campaign “Mi 11 – Movie Magic,” created by Xiaomi Romania and Confident Communications, received two Silver trophies in Brand PR – New products and services and Tech PR & Communication of Innovation. The 19th edition was held online on November 25, with an international jury member from ten nations.
Xiaomi’s “Mi 11 – Movie Magic” promotion spanned four months, during which the Mi 11 Series (which includes the Mi 11, Mi 11 Ultra, Mi 11 Lite 5G, and Mi 11 Lite) were all released in Romania.
The local Xiaomi team teamed up with Confident Communications to host a series of launch events and creative executions that included technology and lifestyle publications, key opinion leaders (both from the tech world and the worlds of film and photography), actors, travel bloggers, and food bloggers.
Xiaomi combined several messages into this campaign’s “Movie Magic” idea. The Xiaomi Mi 11 smartphone series provides consumers with cinematic specifications and experiences. Professional filmmakers and photographers described and tested the remarkable potential of the new phones. Mi 11 was one of the critical characters in Octavian Strunilă’s film “Perfect Strangers.” Xiaomi used M11 smartphone to shoot the first trailer of the commercial.
The inventiveness did not end there. For a National Geographic picture report, the Mi 11 Ultra, the series’ high-end model, was used to photograph bison from Vânători Neamț Natural Park. Bogdan Daragiu, a video director, created three memorable videos broadcast worldwide via Xiaomi Studios. Chef Cristian Boca prepared a series of colourful meals for the Mi 11 Lite 5G and Mi 11 Lite, and three professional photographers participated in an Instagram competition.
Without the help of Venus Five, Confident Communications’ in-house picture and video branch, Xiaomi’s “Mi 11 – Movie Magic” campaign would have been far more difficult to achieve. The studio, founded in 2015 in collaboration with photographer Dragoș Constantin as a separate line of business, complements Confident PR’s communication offerings.
One of Bucharest’s most prominent independent photo studios is Venus Five, featuring cutting-edge technology for massive photo-video projects.
We talked a lot about the commercial and the new model of Xiaomi. However, we still have one more question; who would love to buy Xiaomi M11? What characteristics have those people had? For Xiaomi, the answer seems pretty obvious – these people are Balancers.
Balancers like taking on new tasks and are open to new experiences. They’re seeking different hues of life. Despite their desire for new experiences, they respect the current level of security and stability in their life.
Almost any Balancer will tell you that you should always be true to yourself. Balancers usually go through a lot in their lives go through a lot, and they don’t want to fool themselves or others. Moving forward requires honesty and authenticity.
EMOTION AND PERSONALITY.
Balancers are well-known and well-liked individuals. They have a happy and affluent family. These are involved in the firm and are leaders at work. They are always of assistance to everyone around them.
Balancers remain in touch with everyone and assist them when possible. Although guilt constantly plagues them over not having accomplished anything, not having done it, neglecting their family, or failing at jobs for some time.
Balancers can be very moody; you can never really predict how they will feel about certain things and what their reaction will be. There may be some self-doubt that they have done anything incorrect. Balancers must constantly be recognized for their contributions and encouraged to do things correctly.
EDUCATION AND PROFESSION.
Balancers are workplace leaders who are also tremendously enthusiastic. They maintain good relationships with all of their coworkers and, where possible, endeavour to assist them. They always want others to appreciate their advantages. It may be a powerful motivator to ensure that their respect for their colleagues and personal is equal.
The work is more than a long-term profession for Balancers, and it is more than simply a chance to keep family together. They are aspirational, looking for more than just survival in life. They aspire to achieve the pinnacle of their professions, but not at any cost.
ATTITUDE TO BUYING.
Balancers aren’t scared to make mistakes; therefore, they make swift judgments. When they make a mistake, they are less irritated and seek fresh alternatives. These are the most active online non-cash consumers.
The message produced for each client must be exact to make the caregiver’s life simpler. It is vital to provide news that, for example, can help them become better spouses, friends, or ways of life.
Tesla, for example, is their ideal automobile since it is fashionable, a brand has a great design, is comfy, is electric, and does not destroy the environment.
They are exceedingly kind consumers and appreciate that you have gone to great lengths to produce and offer them. Even if it is inferior in quality or price to the competitor’s, they will still respect your work and purchase a tiny quantity from you for the experience.
If they come to bargain, you will get some outcome. Balancers would not waste time if the result were insignificant. It’s straightforward to provide feedback.
Xiaomi has a sizable and influential fan following that effectively demonstrates its support for Xiaomi goods. These are the fans always there when a new product is released. Such a fan following is enough to draw potential buyers’ attention through applauding and commotion.
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