Analysis of Xiaomi’s advertising and marketing!

Xiaomi has struck a very delicate balance between advertising marketing and advertising compliance. We have summarized Xiaomi’s four methods:

1. Change the way you say things and use more metaphors; 2. Have evidence to rely on; 3. Leave some space when speaking; 4. Have a buyer’s show.

01 "Change" the expression and use more metaphors

What does it mean to say it in another way? For example, some people think they are good-looking, but directly saying that they are handsome seems too fake and arrogant. So I can only say : "Jay Chou is so handsome! Even I have to give him some distance."

Overall, we are very impressed by the Chinese language skills of the Xiaomi marketing team. Xiaomi uses a variety of language skills and techniques in its product promotional language, which has greatly improved the quality of its products.

"Future display technology" and "Future CPU full screen" are slogans that can hardly be said to be in violation of regulations. But we have thought about it for a long time and still don’t understand: since OLED screens are the display technology of the future, and the products of 2021 use OLED screens, what will 2021 be about? Now or in the future?

Xiaomi, very smart. A lot of metaphors and adjectives were used, and almost every effort was made to let consumers understand what might be the advantages of their products.

It is hard to say how fast 1ms transient response is. Lightning response speed, you get the idea! Understand the applause. Xiaomi may not have highlighted the expressions "lightning" and "outstanding" , which may be a little bit of its thinking.

If I tell you, the smart TVs I sell are very comfortable for watching movies, really very comfortable. Will you feel it?

What would you think if Xiaomi told you that their TVs have "unparalleled" immersive movie technology, top-notch audio-visual experience, and breathtaking brightness?

02 Have evidence to rely on

Looking at the various slogans and promotional pictures on Xiaomi's official website and public account, asterisks and text explanations can be seen everywhere. It is not difficult to see that Xiaomi is not only "born for fever", but also "bald for advertising compliance".

Whether it is weight, thickness, network signal, photography capabilities, charging speed... Xiaomi has left out almost every possible explanation.

For example, “as thin as 16.4mm*” and “about 1.80kg* light”, each * shows Xiaomi’s meticulous consideration. Combined with the subsequent text introduction, it is not an exaggeration to call it the [Compliance Landmark Line]!

There is a flaw that needs to be mentioned here - I don’t know whether it is the fault of the marketing design department or the advertising production team, but the corresponding promotional slogans in the promotional webpage of this Redmi notebook are not unified. For example, the webpage uses “ as thin as 16.4mm*” at the beginning, but uses “ about 16.4mm*” at the end.

A difference of one word brings about a world of difference in the effect. From the perspective of compliance risk (taking marketing into consideration), being as thin as possible can reduce risks. "As thin as 16.4mm" means that the thinnest part of the "product" is only 16.4mm.

As for the thickest part, I'm sorry, I won't tell you unless you ask. The thinnest one is 16.4mm! Later, a new term "thin to minimal" emerged in another Xiaomi product. Good guy, I just say good guy! Just by adding the word "agreement", the risk is reduced a lot.

This is because even if the thinnest part of the product is not 17.5 mm as written on the website, as long as it does not exceed the limit by too much, 18 mm or even 18.5 mm can hardly be considered as fraud.

03 Leave some space when speaking

Before we study Xiaomi's other competitors, we temporarily think that Xiaomi is very "showy", the best of the best. In other words, Xiaomi’s current legal team and marketing team are two of the best teams in Xiaomi’s history.

A long time ago, on September 5, 2013, "Lei Jun" announced at the press conference that Xiaomi Mi 3 is " the fastest phone to date." It can be seen that Xiaomi at that time was not as low-key as it is now. Although Xiaomi's advertisement was not punished, according to news searches at the time, it did cause some controversy.

Interestingly, Lao Luo next door was not so lucky. The subsequently released Hammer T1 mobile phone used the slogan "the best smartphone in the Eastern Hemisphere" and was reported for false advertising. What awaits him is an administrative penalty notice.

Xiaomi today is completely different from what it used to be. He put away the aura of dominating the world in the past, and just honestly did some advertising, happily making some big money. Xiaomi may be well aware that it is at the center of the storm and should not be too confident! then:

What? You say I'm bragging? I said "almost no regrets"! Is it there or not? If you can see it, it exists; if you can’t see it, it doesn’t exist.

I didn't say perfect, I said "close to perfect"!

Come, take a look, take a look at our " the best screen ever for Redmibook".

The screen is a good screen. In any case, I hope Xiaomi can remember this article of ours, which can be regarded as the most conscientious article ever written by LEGAL New Youth.

"The world is so big, I want to explore the peak," Xiaomi said modestly. However, it is difficult for us to know whether Xiaomi has succeeded in its exploration or is still in the process of exploring.

How close is “infinitely close” ? We feel that sometimes Xiaomi says a lot, but it seems like he says nothing, right?

04 Let’s have a “buyer show”

The fourth technique of Xiaomi’s advertising and marketing that is worth learning is to pretend to be a buyer and write advertising slogans based on actual buyer reviews.

First, let’s take a look at the common buyer show templates.

"I just got the product and couldn't wait to open it and try it out. It's really amazing. The display effect of this screen is absolutely amazing."

"My friend recommended it to me. I've been using it for three days and I can't help but recommend it. It really exceeded my expectations. I highly recommend it!"

"Who says cheap products are not good? This product is excellent in both appearance and quality. I have repurchased it 4 times. It is very cost-effective!"

Combine these templates together : recommended by a friend, who says cheap products are not good, a good screen is pleasant to look at. After using it for three days, the appearance and quality are beyond my expectations . Highly recommended!

Finally, let’s take a look at Xiaomi’s slogan below. Does it look familiar to you?

05 Is Xiaomi really “impeccable”?

In our opinion, Xiaomi has struck a very delicate balance between advertising marketing and advertising compliance. It is already considered an excellent level. In the spirit of not being critical, we would like to raise a few questions for the time being. Is “perfect balance” the right expression? Is there any basis for this?

Does it constitute an absolute term? Does it constitute false advertising?

Author: LEGAL New Youth

Source WeChat public account: LEGAL New Youth