Xiaomi’s channel marketing strategy analysis report

With the development of science and technology, reforms in the smartphone era have followed, and China's Xiaomi mobile phones have become the world's largest mobile phone market. Now I will share with you Xiaomi’s channel marketing, welcome to read it.

Xiaomi’s channel marketing

1. Viral marketing (marketing word-of-mouth)

Recently, the rumor that Xiaomi mobile phones are stolen has been appearing. If Xiaomi The idea of ??mobile phones is really stolen. It is estimated that everyone’s popularity will decrease. However, Xiaomi mobile phones are not stolen. It will increase the popularity of Xiaomi mobile phones. Regarding this rumor, Xiaomi has not officially released any official comments on this type of mobile phone. The rumors are clarified or refuted, which immediately triggers a war of words between rice fans and Meizu supporters. This makes Xiaomi appear in the eyes of netizens again, and also casts a veil of mystery on Xiaomi. Maybe you don’t pay attention to IT products, but you still know about Xiaomi mobile phones, because your mobile phone-loving friends are discussing Xiaomi mobile phones. Out of curiosity, you also start to learn about Xiaomi mobile phones online and learn about the advantages of Xiaomi mobile phones. Sex, so you can't help but become a "virus spreader". Xiaomi mobile phone creates various "scandals": the creativity of Xiaomi mobile phone is "stealing", and the release of Xiaomi mobile phone is imitating Apple. Many celebrities want to throw their Apple phones into the trash and switch to Xiaomi phones? Through various channels of communication among people, Xiaomi phones have achieved brand input and promotion.

2. Event Marketing

Selling engineering machines is a major innovation of Xiaomi. After fully publicizing the advantages of mobile phone hardware, Xiaomi sold the machine at a price lower than the official release price of 300 yuan. Construction machines are sold at prices. This move can be described as killing two birds with one stone: "Selling semi-finished products" instantly attracted the attention of major media and gave Xiaomi free publicity; at the same time, Xiaomi, which adheres to the user experience first, obtained many suggestions and opinions from rice fans after using Xiaomi engineering machines, and then provided Mobile phone related improvements.

At the Xiaomi mobile phone launch conference on August 16, the mystery of Xiaomi mobile phones was completely revealed. With super configuration, extremely low price, and extremely high cost performance, Xiaomi mobile phones rely on these characteristics It attracted enough attention from the media, and Lei Jun also held a press conference to pay tribute to Steve Jobs in the style of Steve Jobs and was gossiped by the media. According to the survey, we can find that just after this press conference, the attention of Xiaomi mobile phones on the Internet increased from a few thousand to more than 200,000.

3. Hunger Marketing

(1) You need to have a reservation number and follow the queue order to purchase

According to the previous announcement issued by Xiaomi Technology, the first batch of reservations were successfully made Users of Xiaomi mobile phones will pay according to their ranking order and complete the payment-delivery-receipt process. Due to the large number of reservations in the first batch, it is expected that the first 100,000 users will receive Xiaomi phones in October, users ranked 100,000 to 200,000 will have to wait until November, and users after 200,000 may have to wait until December. Get a Xiaomi phone. After the shipment of 300,000 units is completed, normal retail sales will be provided without queuing.

At that time, many netizens on the Xiaomi forum were asking for relevant posts about reservation numbers. It seems that the role of hunger marketing has been achieved. During the two months when Xiaomi mobile phones were not available for purchase, Xiaomi mobile phones worked hard on various online channels and developed various activities, and the gift turned out to be the Xiaomi mobile phone F code.

(2) Floods in Thailand caused production capacity to decrease

While the majority of rice noodles were eagerly waiting, floods occurred in Thailand. Floods in Thailand caused supply shortages for some IT products. Xiaomi mobile phones were also affected because some of their parts were produced in Thailand and were ordered to stop shipping. The specific official reason is that several MOS tubes and caller ID lights on Xiaomi mobile phones are produced in Thailand. Due to floods, the Thai factory has suspended production for a period of time, and shipments have been greatly reduced. Xiaomi mobile phones need to suspend shipments for 5 days (October 29th to November 2nd)

At this time, Xiaomi mobile phones are all open for purchase The most important thing to do after that is to improve its own brand promotion, so that more people know, understand and fall in love with Xiaomi mobile phones, so as to achieve greater economic benefits after opening the purchase. Therefore, when fully promoting yourself and stimulating consumer appetite, you need to continuously slow down the progress of shipments and open purchases.

During this period, Xiaomi has repeatedly apologized to consumers on its official website to provide a reasonable explanation for its many slowdowns in shipments. The floods in Thailand can be a good reason.

After making full preparations, when the time came, Xiaomi suddenly announced in December that there would be no shortage of products, as a final push before opening up for purchase.

(3) The inventory of 100,000 units sold online in December has been sold out

In the early morning of December 18, Xiaomi mobile phones began to be sold directly to ordinary consumers, with a limit of two units per person. Three hours after opening for purchase, Xiaomi’s website stated that all 100,000 units sold online in December were sold out.

In fact, it is not that Xiaomi’s mobile phone production is insufficient. It's Xiaomi's deliberate delay in making mobile phones. With the current prices of mobile phone accessories suppliers, Xiaomi's mobile phones are priced at 1,999 and don't make much profit. This price is just to attract others' attention. When everyone is paying attention to Xiaomi mobile phones, Xiaomi mobile phones are in short supply again, and they are slowly delaying, and only a small number of mobile phones are sold to the outside world at a time. There will definitely be a few people who can buy it, but the vast majority of ordinary people cannot buy it. Considering that the official public sale in December actually said that the inventory for a month is only 100,000 units. Since it has been sold to the public, There shouldn't be such a small amount of inventory, and it's been 4 months since the phone was released. It's impossible for Lei Jun not to have thought of these problems. So, why is Xiaomi mobile phone delayed?

IV. Weibo Marketing

As an emerging marketing method, Weibo marketing plays a decisive role. Xiaomi mobile phone is closely related to the trend of the times. They seized this opportunity and launched Weibo marketing on major portal Weibo platforms. Before Xiaomi's mobile phone was officially released, its team gave full play to the influence of social media Weibo. For example, before the release of Xiaomi mobile phone, through the interaction between mobile phone topic small applications and Weibo users, the selling point of the Xiaomi mobile phone packaging box was discovered. After the product was released, a campaign was launched on Weibo to give away Xiaomi mobile phones and share pictures and texts. Xiaomi mobile phone reviews, etc. Before the Xiaomi mobile phone, Lei Jun's number of Weibo posts per day was limited to two or three. However, before and after the release of the Xiaomi mobile phone, he not only used his Weibo to promote Xiaomi mobile phones intensively, but also frequently participated in Sina Weibo interviews, attended Tencent micro forums, and Geek Parks and other activities. Lei Jun’s friends, including company executives who have invested in Lei Jun in the past, such as Fanke CEO Chen Nian, Duowan.com CEO Li Xueling, Youshi Technology CEO Yu Yongfu, Lakala CEO Sun Taoran, Letao.com CEO Bi Sheng, etc., have expressed their opinions. They came out to build momentum for Xiaomi mobile phones on Weibo. As celebrities in the IT industry, each of them has many fans. Therefore, the marketing function of Weibo has been used to the extreme by the Xiaomi team.

5. Website Marketing

The official website of Xiaomi mobile phones is the main position for website marketing of Xiaomi mobile phones, whether it is the most important platform for official information release or the only channel to purchase Xiaomi mobile phones. , and is the home of the Xiaomi Forum. Xiaomi mobile phones integrate website-style publishing resources, and even include shopping malls and its software Mi Chat.

The official website of Xiaomi mobile phones has the advantage of concentrating its superior forces. Through this series of integrations, resources are concentrated, which not only greatly provides convenience to website visitors, but also makes various projects related to Xiaomi mobile phones mutually beneficial. Promotion has greatly improved the visibility and expansion of the website, such as the mutual expansion and interconnection between the forum and the mall; the communication between mobile phone buyers and the accessory mall and the forum has greatly increased the number of visits to the two modules at the same time.

6. Use online sales, mainly e-commerce

Xiaomi mobile phone only officially released its products in August 2011. In order to reduce sales costs and eliminate intermediate channels and stores, cost. Logistics and inventory are supported by Fanke, which is undoubtedly suitable for the development of an emerging enterprise. Obviously, Xiaomi mobile phones save this cost, but the channels for Xiaomi mobile phones are too single, and the channels for consumers to purchase are also very narrow. However, not long after the launch of Xiaomi mobile phones, a large number of consumers refreshed Xiaomi's official website in a short period of time, causing the official website to be unable to be opened. It seems that the popularity of this aircraft is even comparable to that of train tickets during the Spring Festival. Although Xiaomi mobile phones later increased the network bandwidth, the problem has not been solved.

7. Increase mobile phone operator channels and formulate contract machines

In order to solve channel problems, Xiaomi Mobile has cooperated with China Unicom and China Telecom. China Unicom and China Telecom have their own interests. As well as increasing product types and cooperating with Xiaomi mobile phone operators. China Unicom and Telecom sell Xiaomi mobile phones through physical business halls and online business halls. The hardware of Unicom's customized version of Xiaomi mobile phone is the same as that of the regular version, but the back cover of the phone has the "WO" logo and built-in "Mobile Business Hall", "WO Store", and "WO" 3G Unicom customized software.

9. Expand social channels, starting with Suning

Xiaomi mobile phone has increased the sales channels of mobile phones and opened up new channels besides online sales. Suning Appliance has become the first social store of Xiaomi mobile phones. E-commerce channel sellers. It is understood that in order to ensure that Suning has sufficient supply of Xiaomi mobile phones to meet the needs of more users, users can go to Suning Appliances to purchase or reserve Xiaomi mobile phones. For users who want to buy China Unicom's customized version of Xiaomi mobile phone, Suning provides consumers with a one-stop mobile phone purchase service, and they can enjoy 0 yuan purchase when registering a new phone to the network and pre-saving phone calls. Consumers can apply for China Unicom's new phone to be connected to the network on-site, with a three-year contract of 126 packages, pre-depositing 2,699 yuan of phone calls, and you can buy the phone for 0 yuan; a two-year contract of 186 packages, with a pre-deposit of 2,699 yuan of phone calls, you can buy the phone for 0 yuan.

Xiaomi mobile phone channel model

1. Online e-commerce channels. Online sales are Xiaomi's main sales method, and it is also its own channel established by Xiaomi. Xiaomi only opens limited purchases on its official website and does not open its own physical stores. The specific sales process is that customers successfully line up to purchase on Xiaomi's official website, and then Xiaomi mobile phones are shipped in batches and delivered to customers by express delivery. In terms of logistics, we cooperate with Vanke.

However, in addition to the official website, Xiaomi mobile phones have designated Taobao, JD.com, Suning.com and other platforms to have online sales privileges. Moreover, the supply of Xiaomi mobile phones on Taobao, JD.com, Suning.com and other platforms is very sufficient, which also exposes its channel problems.

2. Operator channels. In order to solve the channel problem, Xiaomi mobile phones have cooperated with China Unicom and China Telecom. China Unicom and China Telecom sell Xiaomi mobile phones through physical business halls and online business halls. China Unicom and China Telecom have also launched customized machines, contract 3, and social channels (home appliance chain retail). Xiaomi mobile phones have increased the sales channels of mobile phones and opened up new channels besides online sales. Suning Appliance has become the first social e-commerce seller of Xiaomi mobile phones. It is understood that in order to ensure that Suning has sufficient supply of Xiaomi mobile phones to meet the needs of more users, users can go to Suning Appliances to purchase or reserve Xiaomi mobile phones. Advantages of Xiaomi mobile phones and problems with marketing channels

1. Advantage analysis

1) Clear market positioning. The market positioning of most mobile phones currently on the market is mainly for ordinary consumers, and the functions of the mobile phones are mainly designed for the user experience. However, there are still a huge number of mobile phone enthusiasts who are keen on playing and flashing their phones, but there is no mobile phone that is really suitable for them. Xiaomi has discovered this and designed a mobile phone that is truly built for enthusiasts.

2) Excellent technical and management team. Xiaomi is formed by top experts from former Google, Microsoft, Kingsoft and other companies. Xiaomi mobile phone design is all completed by Xiaomi's internal hardware team from Motorola. Many management and technical personnel from well-known companies enable Xiaomi to better cooperate with other manufacturers and obtain more complete and excellent technical support, laying a good foundation for the launch of Xiaomi mobile phones.

3) Fast and effective sales method. Xiaomi mobile phones are sold online, and Xiaomi.com, the official sales website for Xiaomi mobile phones, will become the most important sales channel for Xiaomi mobile phones for a long time to come. At the same time, logistics is mainly undertaken by Rufengda, a subsidiary of Xiaomi Technology Fanke. Xiaomi mobile phones have chosen e-commerce sales and relied on resource advantages and the platform and logistics of Fanke Eslite under the Kingsoft system.

4) Powerful configuration and MIUI/Android dual system. The fastest dual-core smartphone. In terms of hardware configuration: four characteristics: dual core, large screen, large battery, and good signal.

It uses Qualcomm 1.5GHz dual-core CPU, Adreno220 graphics chip, and is equipped with 1GB RAM memory, 4GB body storage, and supports 32GB MicroSD. Such powerful configuration allows Xiaomi mobile phones to run smoothly whether it is daily applications or games. At the same time, it is also equipped with a large-capacity battery of 1930mAh, giving Xiaomi mobile phones a battery life that is not inferior to that of mobile phones from well-known international brands.

5) Appearance design: No design is the best design. There is no unnecessary design, and the appearance advocates simplicity. This design makes it more attractive. Although the appearance of Xiaomi mobile phone is quite satisfactory, it still has some details in mind. First of all, the back is made of matte material. Firstly, it is not easy to leave fingerprints. Secondly, it feels good to hold. In addition, the search button that is not commonly used by Chinese people has been removed from the front of the fuselage, which greatly improves the practicality of the whole machine.

6) Price advantage. Xiaomi mobile phones are priced at 1,999 yuan and will be sold online only on Xiaomi.com. Vancl Eslite supports the warehousing and distribution of Xiaomi mobile phones. Because of its Internet marketing model, Xiaomi mobile phones save the subsequent marketing and channel costs. Compared with the traditional mobile phone industry, this virtually saves a lot of store and employee expenses. It is precisely because of the use of this new channel that Xiaomi saves expensive promotion fees and channel fees, and controls the price of high-configuration Xiaomi mobile phones to 1,999 yuan. On the other hand, it can also be seen that in the traditional mobile phone industry, due to factors such as stores and channels, the additional cost of mobile phones has increased, and these costs are ultimately passed on to consumers. Fault phenomena related to restarting Xiaomi mobile phones

1. Xiaomi mobile phones restart countless times.

Problem analysis: After this phenomenon occurs, if the restart fault cannot be solved by placing paper on the back end of the battery and pressing the battery holder contacts; it can basically be concluded that the battery holder is disconnected ( between the pad pins and the movable gold finger). The battery holder needs to be replaced.

2. Xiaomi mobile phones have numerous restart problems after inserting a SIM card. The fault disappears after removing the SIM card.

3. The Xiaomi mobile phone has been restarted countless times, and it is OK after the battery is padded with paper at the back end.

Problem analysis: In this case, it may be due to the poor connection between the pad pin and the movable gold finger in the connection area (black area in the picture below). It may be that the gold finger has oxidized areas, causing poor connection; it may be that the contact is poor. After placing the paper, the contact position between the gold finger and the pad pin is changed to avoid the area with poor connection, so the restart phenomenon is solved.

4. Xiaomi restarts indefinitely after reaching the unlock interface. Disconnect the battery, press the battery contact point a few times, and then reinstall the battery and it will be OK, but the problem will reappear after a while.

Problem analysis: This situation is the same. It is possible that after pressing, the bad contact area (black area in the picture below) is temporarily avoided; after a period of time, the spring slowly recovers and returns the bad contact area to its original position, causing the fault to reappear.

5. The Xiaomi phone restarted countless times and was OK after replacing the battery holder.

Problem analysis: Through the above analysis, it is not ruled out that the same fault will occur again within a period of time after replacing the battery holder.

Summary of the restart failure phenomenon of Xiaomi mobile phones:

To sum up, the root cause of the restart problem of Xiaomi mobile phones should be the problem of the battery holder. Xiaomi users can confirm through the following methods:

1) Put paper on the end of the battery, which may make the fault disappear.

2) Pressing the golden finger of the battery holder may cause the fault to disappear.

3) Plug in the charger and the fault will definitely disappear.