Marketing Strategies in the Digital Retail Era: A Case Study on Xiaomi’s Omnichannel Approach and Its Impact on Brand Recognition, Sales, and User Experience

With the rapid development of information technology, consumer behavior has shifted, driving the rise of the new retail model as the leading trend in the retail sector. New retail blends traditional online and offline sales channels while using digital and intelligent methods to improve the interaction between consumers and products. As the official direct retail store of Xiaomi Group, Xiaomi Home provides a seamless shopping experience through an innovative omnichannel marketing approach, effectively merging both online and offline components. This paper seeks to analyze Xiaomi Home's marketing strategies in the new retail context, focusing on how these strategies impact brand awareness, sales performance, and user experience. The study utilizes semi-structured interviews to examine the marketing strategies employed by Xiaomi Home and their real-world effects. Furthermore, applying Porter's Five Forces model, the paper identifies the critical factors behind Xiaomi Home's competitive success, such as supply chain integration, product value optimization, and service quality improvement. The findings not only fill a gap in the new retail literature but also offer valuable theoretical insights and practical advice for other retail businesses aiming to sustain their competitive edge in a dynamic market. This study is expected to contribute to innovation and development in the new retail era, promoting growth across the industry.