Face and Social Media Essay

1 Product not just another(prenominal) knock-offCompeting only on price was not what XiaoMi has chosen as their total strategy. Surely, their phones and tablets are cheaper than orchard apple trees and Samsungs but, by far, not the cheapest ones in the market. There are cheaper smartphones that flood China, however either of them have a major flow poor quality. Essentially, those devices are reverse-engineered versions of Samsung models built from cheaper materials. By approach shot up with a good quality phone at trim price range was the key strategic move that put XiaoMi firmly on the map. The phone has a robust case, high quality cover and a reasonable battery. It doesnt break easily, unlike cheaper copycats that start having issues aft(prenominal) just a few months of use. By building its get Android-based OS called MIUI, XiaoMi phones got naked as a jaybird exciting features not found on precedent Android devices as swell up as plenty of customization options.2 price pay less now, pay more laterXiaoMi has also agnize that exchange cheaper phones near their actual cost was not a sustainable long term strategy, so they decided to go with the Amazons model just cover the cost of the devices and make money from selling content. Although, XiaoMi is often compared to Apple, especially considering the fact that their founder, Lei Jun, resembles Steve Jobs in his vogue and charisma, it is overt that XiaoMis true inspiration comes from Amazon. Also, XiaoMi mostly sells online which further reduces cost of gross revenue and overheads related to brick and mortar stores or dealing with distributors and retailers. XiaoMi has also managed to harness the mightiness of fond media by not only broadcasting their messages and announcements but by readyly engage with their customers. Engineers are routinely encouraged to speak at a time to consumers and use self-possessed feedback to refine software.3 Place gain specialisation at home firstAlthough there are rumors of XiaoMis required coming to North American and European markets, the company seems to stay think on China with 97% of the shipments locally. It has been mentioned that their next target will be in South East Asia and, most likely, other BRIC countries. Recently, ex-Google executive, Hugo Barra, who himself hails from Brazil, has become new XiaoMis international governance. It seems that the company is not in a get togo to more developed markets dominated by Apple and Samsung and prefers staying centre in its home base where the market is still booming. Perhaps, potential IP related troubles stemming from frequent accusations of possible infringements, also play role in choosing to stay away from US and EU for now.4 Promotion the force play of word of mouthOK, this one got to be my favorite so I have to break it down. First of all, early on, they have pioneered flash style sales which were done with little or no advertising. Flash sales basically mean sellin g limited quantities during limited periods. They always make water anticipation and urgency great factors to win consumers minds and hearts. Needless to say, the units were sold chop-chop and talked over a lot all over Chinas vibrant social media. Word of mouth marketing worked very well for XiaoMi and they continue to take full advantage of it.5 Promotion diligent use of social mediaXiaoMi has also managed to harness the power of social media by not only broadcasting their messages and announcements but by actively engaging with their customers. Engineers are routinely encouraged to speak directly to consumers and use gathered feedback to refine software.6 Promotion dedicated brand advocatesThrough its active role in social media, XiaoMi has also succeeded in building a dedicated fan base. Those Mi-fans are very active in social media and are, in some ways, similar to those hardcore Apple advocates that we are all familiar with. Mi-fans are always present at XiaoMis ingathe ring launches where they are known for loud cheering and applauding.7 Promotion chief operating officer as the face of the brandLast but not least, XiaoMis charismatic boss, Lei Jun, does a great job in make his brand look cool and current. He has put a face to a brand, something that traditional executives in China wouldnt feel homey doing. Lei Jens similarity to Steve Jobs in the ways he dialogue about the brand is not a coincidence the late Apples founder still holds an almost iconic image among Chinese.