Xiaomi Channel Marketing Strategy Analysis Report

With the development of science and technology, changes in the era of smart phones have followed, and Xiaomi mobile phone in China has become the largest mobile phone market in the world. Let me share with you the channel marketing of Xiaomi. Please refer to.

Xiaomi's channel marketing 1. Viral marketing (marketing word of mouth)

Rumors that Xiaomi's mobile phone has been stolen recently have been appearing. If Xiaomi's mobile phone is really stolen, it is estimated that everyone's popularity will decline, but Xiaomi's mobile phone is not stolen, which will add another popularity to Xiaomi's mobile phone. So far, Xiaomi officials have not clarified or refuted this rumor, which caused a war of words between rice noodles and Meizu supporters, so Xiaomi appeared in the eyes of netizens and cast a mysterious veil on Xiaomi. Maybe you don't pay attention to IT products, but you still know Xiaomi mobile phone, because your mobile phone control friends are talking about Xiaomi mobile phone. Out of curiosity, you also began to learn about Xiaomi's mobile phone on the Internet and understand its advantages. There is no way. Virus spreader? What does Xiaomi's mobile phone do? Gossip? : What is the concept of Xiaomi mobile phone? Stealing a teacher? Please, the release of Xiaomi's mobile phone is imitating Apple. Many celebrities want to throw Apple phones into the trash can and use Xiaomi phones instead? Through various communication channels between people, Xiaomi mobile phone has realized the brand investment and promotion.

Second, event marketing.

Selling engineering machines is a major innovation of Xiaomi. After fully publicizing the advantages of mobile phone hardware, Xiaomi Company sold the engineering machine at a price lower than that of 300 yuan, and officially sold the machine. This move can kill two birds with one stone: selling semi-finished products? For a time, it attracted the attention of major media and made enough publicity for Xiaomi for free; At the same time, we also received many suggestions and opinions from Xiaomi Company. Xiaomi Company is user-oriented. After using Xiaomi engineering machine for rice noodles, we will make relevant improvements for mobile phones.

At the Xiaomi mobile phone conference held on August 16, the mystery of Xiaomi mobile phone was completely solved, with super configuration, extremely low price and high cost performance. Xiaomi's mobile phone has earned the attention of the media with these characteristics, and Lei Jun also holds it in the style of Jobs? Pay tribute to Jobs? The press conference was regarded as gossip by the media. Through investigation, it can be found that after this conference, the attention of Xiaomi mobile phone on the Internet has increased from several thousand to more than 200,000.

Third, hunger marketing.

(1) You need a predetermined quantity and order to purchase.

According to the announcement issued by Xiaomi Technology before, the first batch of users who successfully booked Xiaomi mobile phones will pay according to the ranking order and complete the payment-delivery-receipt process. Due to the large number of the first batch of subscribers, it is estimated that the first batch of 65,438+million users will receive Xiaomi mobile phones in June of 5438+00, users with the ranking of 100 to 200,000 will wait until June of 5438+0 10, and users after 200,000 may get Xiaomi mobile phones in June of 5438+02. After the delivery of 300,000 units is completed, normal retail will be provided without queuing.

At that time, many netizens on Xiaomi Forum were asking for related posts in a predetermined number. It seems that the role of hunger marketing has been achieved. In the two months when I couldn't buy Xiaomi mobile phone, Xiaomi mobile phone made great efforts to carry out various activities under various network channels, and the gift was actually Xiaomi mobile phone F code.

(2) Floods in Thailand led to a decline in production capacity.

Thailand was flooded while rice noodles were waiting. The floods in Thailand caused the supply of some IT products to be tight, and Xiaomi's mobile phone was also sentenced to stop shipping because of the impact of parts produced in Thailand. The specific official reason is that there are several MOS tubes and caller ID lights on the Xiaomi mobile phone made in Thailand. Due to the flood, the Thai factory stopped production for a period of time, and the shipment volume was greatly reduced. The shipment of Xiaomi mobile phone needs to be suspended for 5 days (1October 29th to1October1654381October 2nd).

At this time, the most important thing for Xiaomi mobile phone to do after all open purchases is to strengthen its brand promotion, so that more people can know, understand and fall in love with Xiaomi mobile phone, thus achieving greater economic benefits after open purchases. Therefore, we should fully publicize ourselves and arouse consumers' appetite, at the same time, we should constantly slow down the delivery progress and open up the purchase.

During this period, Xiaomi apologized to consumers many times in official website, and made a reasonable explanation for slowing down the delivery rhythm many times. The flood in Thailand may be a good reason.

After making full preparations, when the time is ripe, Xiaomi suddenly announced that it will not be out of stock in June 5438+February, making a last-ditch attempt before opening the purchase.

(3) Online sales of 65,438,000,000 shares in June and 65,438,000 shares in February have been sold out.

12 18 in the early morning, Xiaomi mobile phones began to be sold directly to ordinary consumers, and each person was limited to two. Three hours after the open purchase, Xiaomi's website said that all the 65,438+10,000 shares sold online in February were sold out.

In fact, it is not that Xiaomi's mobile phone production is insufficient. However, Xiaomi's mobile phone is deliberately delayed. At the current price of mobile phone accessories suppliers, Xiaomi's mobile phone pricing 1999 is unprofitable, and this pricing is only to attract others' attention. When everyone is paying attention to Xiaomi's mobile phone, Xiaomi's mobile phone is in short supply, and it is slowly dragging, selling only a small number of mobile phones at a time. There must be a few people who can buy it, but most ordinary people can't. Take the official public offering of 5438+February in June as an example. It is said that the inventory in one month is only 65438+ 10,000. Since it has been put on sale, it should not be so small. The mobile phone has been released for 4 months. Lei Jun can't miss these questions. So, why should Xiaomi mobile phone be delayed?

Fourth, Weibo marketing.

As a new marketing method, Weibo marketing plays an important role. Xiaomi mobile phone, as the trend product of the times, seized this opportunity and launched Weibo marketing on the platform of Weibo. Before Xiaomi's mobile phone was officially released, did its team give full play to social media? Weibo's influence. For example, before the release of Xiaomi's mobile phone, how can we interact with users in Weibo to explore Xiaomi's mobile phone packaging box? Isn't it good to step on it? Selling point; After the product was released, we launched the activity of sending Xiaomi mobile phone to Weibo, and shared the illustrated evaluation of Xiaomi mobile phone. Before Xiaomi's mobile phone, the number of Weibo sent by Lei Jun was controlled at two or three every day, but before and after the release of Xiaomi's mobile phone, he not only used his high-density microblog to promote Xiaomi's mobile phone, but also frequently participated in Sina micro-interviews and attended Tencent micro-forums, geek parks and other activities. Lei Jun's friends, including company executives invested by Lei Jun in the past, such as Ke Fan CEO Chennian, Duowan CEO Li Xueling, Youshi Technology CEO Yu Yongfu, Lacarra CEO Sun Taoran, Letao CEO Bi Sheng, etc., have come forward to build momentum for Xiaomi's mobile phone in Weibo. As celebrities in the IT field, each of them has many fans. Therefore, Weibo's marketing function has been applied to the extreme by Xiaomi team.

Verb (abbreviation for verb) website marketing

Xiaomi mobile phone official website is the main position of Xiaomi mobile phone for website marketing. It is the most important official information publishing platform, the only channel to buy Xiaomi mobile phones, and the location of Xiaomi Forum. Xiaomi mobile phone integrates website-style publishing resources, even including the mall, and its software Mi Chat.

Xiaomi mobile phone official website has the advantage of concentrating superior forces. Through this series of integration, resources can be concentrated, which not only provides great convenience for website visitors, but also promotes the mutual promotion of various projects about Xiaomi mobile phone, which greatly enhances the popularity and expansion of the website, such as the mutual expansion and connection between forums and shopping malls; The communication between buyers of mobile phone and accessories mall and the forum greatly increased the visits of the two modules.

Six, the use of online sales, e-commerce.

Xiaomi mobile phone was officially released in August of 20 1 1. In order to reduce the sales cost, the cost of intermediate channels and stores was removed. Logistics and inventory are supported by customers, which is undoubtedly suitable for the development of a new enterprise. Obviously, Xiaomi mobile phone saves costs, but the channel of Xiaomi mobile phone is too single, and the channels for consumers to buy are also very narrow. However, not long after Xiaomi's mobile phone went on the market, a large number of consumers refreshed Xiaomi official website in a short time, which once led to the official failure to open it. During the Spring Festival travel rush craze, airplanes seem even as hot as train tickets. Although Xiaomi mobile phone increased the network bandwidth later, it has not been solved.

Seven, increase the channels of mobile phone operators and formulate contract machines.

In order to solve the channel problem, Xiaomi mobile phone cooperated with China Unicom and China Telecom, while China Unicom and China Telecom cooperated with Xiaomi mobile phone operators for their own interests and increased product categories. Unicom and Telecom sell Xiaomi mobile phones through physical business halls and online business halls. Unicom's customized version of Xiaomi mobile phone hardware is no different from the normal version, but is there a back cover of the fuselage? Wo? Logo, built-in Mobile phone business hall? 、? Wostore？ 、? Wo? 3G？ Unicom customized software.

Nine, expand social channels, starting from Suning.

Xiaomi mobile phone has increased the sales channels of mobile phones and opened up new channels other than online sales. Suning Appliance became the first social e-commerce channel provider of Xiaomi mobile phone. It is understood that in order to ensure the sufficient supply of Xiaomi mobile phones to meet the needs of more users, Suning can purchase or book Xiaomi mobile phones from Suning Appliance. For users who want to buy Unicom's customized version of Xiaomi mobile phone, Suning provides consumers with one-stop mobile phone purchase service, and they can enjoy 0 yuan's purchase of new mobile phones by pre-storing their phone bills. Consumers can apply for Unicom's new machine access to the network on the spot, with a three-year contract 126 package, and pre-stored 2699 phone bills for 0 yuan purchase; Two-year contract 186 package, prepaid phone bill of 2699 yuan can be purchased in 0 yuan.

Xiaomi mobile phone channel mode

1, online e-commerce channel. Online sales is Xiaomi's main sales method, and it is also Xiaomi's own channel. Xiaomi only opened a limited purchase in official website, and did not open its own physical store. The specific sales process is that customers successfully queue up to buy in Xiaomi official website, and then Xiaomi mobile phones are delivered in batches, and the mobile phones are delivered to customers by express delivery. Logistics is in cooperation with Vanke.

But in addition to official website, Xiaomi Mobile also designated Taobao, JD.COM Mall, Suning.cn and other platforms to have online sales privileges. Moreover, the supply of Xiaomi mobile phone in Taobao, JD.COM Mall, Suning.cn and other platforms is very abundant, which also exposes its channel problems.

2. Operator channels. In order to solve the channel problem, Xiaomi Mobile has cooperated with China Unicom and China Telecom successively, and China Unicom and China Telecom sell Xiaomi mobile phones through physical business halls and online business halls. Unicom and Telecom also launched custom machine, Contract 3 and social channels (home appliance chain retail). Xiaomi mobile phone has increased the sales channels of mobile phones and opened up new channels other than online sales. Suning Appliance became the first social e-commerce seller of Xiaomi mobile phone. It is understood that in order to ensure the sufficient supply of Xiaomi mobile phones to meet the needs of more users, Suning can purchase or book Xiaomi mobile phones from Suning Appliance.

Advantages and marketing channels of Xiaomi mobile phone 1, advantages analysis

1) The market positioning is clear. At present, the market positioning of most mobile phones in the market is mainly for ordinary consumers, and the functional design of mobile phones is mainly for the user's experience. However, there are still a large number of mobile phone enthusiasts who are keen on playing computer games and brushing computers, and none of them has a mobile phone that really suits them. Xiaomi discovered this and designed a mobile phone that was really made for enthusiasts.

2) Excellent technical and management team. Xiaomi Company was founded by top experts from former Google, Microsoft, Jinshan and other companies. The design of Xiaomi mobile phone was all completed by the hardware team from Motorola inside Xiaomi. The management and technical personnel of many well-known enterprises have enabled Xiaomi to better cooperate with other manufacturers and obtain more perfect and excellent technical support, laying a good foundation for the launch of Xiaomi's mobile phone.

3) Fast and effective sales methods. Xiaomi mobile phone adopts online sales method, Xiaomi. Com, the official sales website of Xiaomi mobile phone, will become the most important sales channel of Xiaomi mobile phone for a long time to come. At the same time, logistics is mainly undertaken by Rufengda, a subsidiary of Xiaomi Technology Vanke. Xiaomi mobile phone chose e-commerce sales, and relied on the advantages of resources, with the platform of Jinshan and the logistics of Vanke Eslite.

4) Strong configuration, MIUI/Android dual system. The fastest dual-core smartphone. Hardware configuration: dual-core, large screen, large battery, good signal. Qualcomm 1.5GHz dual-core CPU and Adreno220 graphics chip are adopted, and 1GB RAM and 4GB body storage are configured to support 32GB MicroSD. Such a strong configuration makes Xiaomi mobile phone run smoothly in both daily applications and games. At the same time, it is also equipped with a large-capacity battery of 1930mAh, which makes Xiaomi mobile phone have the endurance not weaker than that of internationally renowned brands.

5) Design: No design is the best design. There is no redundant design, and the appearance advocates simplicity. This design makes it more attractive. Although the appearance of Xiaomi mobile phone is quite satisfactory, it is still in place in some details. First of all, the back is made of matte material, which is not easy to leave fingerprints, and the second hand feels excellent. In addition, the front of the fuselage cancels the search key that is not commonly used by Chinese people, which greatly improves the practicability of the whole machine.

6) Price advantage. The price of Xiaomi mobile phone is 1999 yuan, which will only be sold online in Xiaomi. Vanke Eslite supports the warehousing and distribution of Xiaomi mobile phones. Xiaomi mobile phone saves the later market and channel costs because of its Internet marketing model. Compared with the traditional mobile phone industry, this virtually saves a lot of stores, employees and other expenses. It is precisely because of this new channel that Xiaomi saves expensive promotion expenses and channel expenses, and controls the high-profile price of Xiaomi mobile phone at 1999 yuan. On the other hand, it can be seen that the traditional mobile phone industry has increased the additional cost of mobile phones due to factors such as stores and channels, and this part of the cost has finally been passed on to consumers.

Xiaomi's mobile phone restarts related failures 1, and Xiaomi's mobile phone restarts countless times.

Problem analysis: after this phenomenon, if the battery is padded with paper and the battery holder contact is pressed, the restart fault still cannot be solved; It can basically be concluded that the battery holder is disconnected (between the pad pin and the movable gold finger). The battery box needs to be replaced.

2. Xiaomi's mobile phone has numerous restart problems after inserting the SIM card, and the fault disappears after unplugging the SIM card.

Problem analysis: after this phenomenon, if the battery is padded with paper and the battery holder contact is pressed, the restart fault still cannot be solved; It can basically be concluded that the battery holder is disconnected (between the pad pin and the movable gold finger). The battery box needs to be replaced. (After inserting the SIM card, the current of mobile phone search registration is very large. )

3, Xiaomi mobile phone has been restarted countless times, and the battery is OK after the back end is padded with paper.

Problem analysis: This situation may be caused by poor contact between the pad pin in the connection area (black area below) and the movable gold finger. It is possible that the golden finger has an oxidized area, which leads to poor connectivity; Maybe it's a bad contact. After the paper pad, the contact position between the golden finger and the pad changed, avoiding the area with poor connection and solving the restart phenomenon.

4. Xiaomi restarts infinitely after unlocking the interface. Buckle the battery, press the battery contact several times, and then reinstall the battery, but after a while, the fault appeared again.

Problem analysis: This situation is the same. It is possible to temporarily avoid the poor contact area (black area below) after pressing; After a period of time, the spring slowly recovered, and the poor contact area returned to its original position, making the fault appear again.

5. Xiaomi's mobile phone has been restarted countless times, and it is OK to change the battery holder.

Problem analysis: Through the above analysis, it is not ruled out that the same fault will occur again after replacing the battery holder for a period of time.

Summary of Xiaomi mobile phone restart failure;

To sum up, the root cause of the restart problem of Xiaomi mobile phone should be the battery holder. Xiaomi users can confirm in the following ways:

1) The paper pad at the end of the battery may make the fault disappear.

2) Pressing the gold finger of the battery holder may make the fault disappear.

3) Plug in the charger, and the fault phenomenon will definitely disappear.

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