Research on the Marketing Strategy of Xiaomi Automobile Based on 4P Theory

In the context of fierce competition in the global new energy vehicle industry, Xiaomi Auto has entered the market and achieved remarkable market results, with its marketing strategies drawing attention from the industry. Despite its highly effective marketing practices, systematic 4P-strategy research on Xiaomi Auto remains scarce. Grounded in 4P theory, this study examines how Xiaomi Auto has secured a competitive edge in the NEV market. The findings reveal that flexible 4P execution has attracted substantial consumer interest, establishing a robust brand foundation. However, there is still room for improvement in its channel construction and brand promotion. Offline direct-sale and service-center coverage remains limited, necessitating accelerated expansion into lower-tier cities. Simultaneously, the onlineoffline service experience must be streamlined and delivery efficiency enhanced. Brand awareness still needs to be strengthened, and the stickiness of young consumers should be enhanced. Additionally, the word-of-mouth spread of its after-sales service system also needs continuous optimization.