Xiaomi’s Brand Marketing Strategy: A Case Study on Brand Image and Customer Engagement

This paper takes Xiaomi as an example, examines the brand marketing during the time of economic break downs. It combines the consumer psychology, digital marketing, market controlling and other factors, comprehensively analyzes the reasons for the success of Xiaomi’s marketing. The national economy has fallen into a downturn, and the massive accumulation of national debt has led to the slowdown of China’s economic growth. The capital’s consumption ability has declined 6.8% compared with 2019. During the economic falling tendency, Xiaomi brand still found the opportunity through such an adverse situation. The originator--Leijun used integrated marketing within different platforms and turned Xiaomi into a new generation of Chinese domestic brand. Xiaomi uses the marketing research strategy to find the target consumer accurately. With the high cost-performance pricing strategy and the strong quantity of product, Xiaomi has satisfied most consumers’ requirements, which makes the brand image more genial. Beyond that, the originator---Leijun’s self-marketing and the content marketing of the product has also bring Xiaomi’s popularity to the next level.