The Development and Current State of New Energy Vehicles: A Case Study of Xiaomi Brand

With the promotion of sustainable development, the strong support of the government and the enhancement of people's environmental awareness, new energy vehicles have gradually entered the public's vision and successfully opened a new energy market. At the beginning, only a small number of people in the research and development of new energy vehicles, slowly more and more companies see that this industry is profitable, and the future trend of the industry is toward brilliance, so more and more companies enter the market. Marketing means must be an important factor in whether a company can occupy a large market share and successfully enter the mass unemployment, after all, only profitable companies can continue to develop new technologies and continue to go on in this industry. Based on PEST and SWOT models, this paper analyzes the representative Xiaomi trams in the industry. The analysis results show that Xiaomi has successfully attracted more young people who need to buy cars and achieved a certain sales volume by seizing the consumer psychology, reasonably using the Internet for marketing and other means, and making some differences and innovations in price and function. This paper will provide strategic reference for the management of small and medium-sized enterprises.