Xiaomi generally refers to Xiaomi Technology Co., Ltd.? Xiaomi technology co., ltd was established on March 3, 20 10. It is a global mobile internet enterprise and innovative technology enterprise focusing on the research and development of intelligent hardware and electronic products, smart phones, smart electric vehicles, Internet TV and smart home eco-chain.

Xiaomi mobile phone is a high-performance smart phone developed by Xiaomi Company. Strategy Analytics released 20 17. The report on global smartphone manufacturers' shipments and market share in the second quarter showed that Xiaomi shipped 23.2 million units, with a market share of 6.4%, returning to the top five in the world.

Xiaomi marketing strategy:

Xiaomi mobile phone has always emphasized high cost performance, which helps to increase the sales of Xiaomi mobile phone, but it puts a cheap label on consumers' minds, thus reducing the brand value of Xiaomi mobile phone.

The low brand value positioning of Xiaomi mobile phone is not conducive to the marketing of high-end mobile phones, and at the same time it will lower the overall brand value of the enterprise, which is not conducive to the long-term development of the enterprise.

In order to establish brand image and enhance brand value, Xiaomi mobile phone should attach importance to brand image construction and carry out standardized brand management. Brand is an intangible asset of an enterprise, which can enhance the influence and appeal of the enterprise and its products and cultivate more loyal consumers. To enhance the brand value of Xiaomi mobile phone, we must first position the brand and establish our position in the market.