Compete with Apple! ! Xiaomi Mobile Phone Operation Strategies

The Apple press conference just ended, and dozens of hours before the answer to whether Apple would release iPhone 7s was revealed, Lei Jun took the lead in holding a new product launch conference for Xiaomi, and the launch of Xiaomi MIX 2 meant that it would enter the mid-to-high-end market. At the same time, Lei Jun said at the press conference: "I am very confident in Xiaomi MIX 2. It depends on how Apple releases it tomorrow."

So before and after this press conference, apart from the product itself, what new tricks does Xiaomi have that allow Lei Jun to be so confident in competing with Apple's tenth anniversary new product?

Tactic 1: Keep up with the trend and join hands with Douyin to promote new products

Xiaomi's products originated from young people and have always been following in the footsteps of young users. When you open TikTok, the opening page shows "Mr. Lei's first TikTok appearance", in which Lei Jun personally represents Xiaomi to show "how to take more beautiful selfies". While continuously strengthening Xiaomi's product attribute of "more beautiful photos", it is also closely integrated with the "love of beauty" consumption concept of Douyin's young group. This is also one of the important reasons for the rise of photo beautification software such as B612, Faceu, and Tiantian Ptu.

At the same time, Lei Jun also filmed a short Douyin video for Xiaomi mobile phone with Xiaomi mobile phone brand spokesperson Wu Yifan, popular hip-hop contestants Xiaobai and Huang Xu, and the world's most prestigious designer Mr. Stark. Participate in the challenge #Follow Mr. Lei and shake# and continue to attract Douyin users to participate.

Similar to the cooperation between Mobike and Douyin mentioned by Xiao Dui last week, Xiaomi’s cooperation with Douyin at this time, on the one hand, is leveraging each other’s strengths to deepen the youth positioning of its own product, and on the other hand, it can be said that Xiaomi has never stopped following the rhythm of the trend. From the fourth season of " The Rap of China" to the sponsorship of "The Rap of China" and the endorsement of Kris Wu, Xiaomi continues to capture the attention of young people and promote its product positioning and brand image.

Tactic 2: Keep playing with memes to create youthful marketing

Regarding the "hunger marketing" that has been complained about for a long time, Lei Jun directly responded with the netizens' complaints "I am Brother Lei in the society, I am a ruthless person but I don't have many goods." At the same time, the English meme "are you ok" was not only used by netizens, but was also made popular by Ma Dong, Cai Kangyong and others in the show "The Rap of China". At this press conference, Lei Jun once again mentioned "are you ok", and the audience still couldn't help but burst into laughter. Lei Jun named the all-ceramic integrated body "Unibody" and joked: "Only someone as bad at English as me could come up with this."

This kind of Lei's humor is also recognized by netizens. For example, the second season of "Tucao Conference" and "Talk Show Conference", the style of being able to pick up on the gags, not afraid of being dissed, and daring to speak and express themselves, all capture the psychology of young users, know what users like, and create youthful marketing.

Routine 3: Mi Fan Complex has remained unchanged for seven years, maintaining user engagement

Xiaomi’s original intention in making products is to “become a company that allows users to participate in making products together.” Xiaomi regards user participation as its core concept. It completes its product research and development through the participation of Mi fans, and conducts communication and marketing through user interaction and word of mouth. Even in the seventh year since Xiaomi was founded, Mi fans’ passion for the product has not changed. During the 140-minute press conference, there were 35 rounds of applause, 22 cheers, and 24 bursts of laughter. Mi fans' identification with the product prompted them to come from all over the country to support Lei Jun's speech and the launch of new products.

Routine 4: Full screen + better photography , return to the essence of the product

No matter how well the marketing is done, returning to the essence of the product and gaining user recognition is the ultimate result. With the mobile phone market almost saturated, there have been no major breakthroughs in product functions. But from the perspective of user psychology, the love of beauty has led to the emergence of a series of beauty camera software, and has also led to many mobile phone manufacturers independently developing camera beauty functions. Similar to vivo 's "20-megapixel soft light dual camera", Xiaomi 6 continuously reinforces the message of "zoom dual camera, more beautiful photos" through subway ads, video ads and a series of promotional activities. At this press conference, Xiaomi launched the Note 3's AI beauty function, which customizes the beauty effect based on the subject's facial features, just like applying makeup.

At the same time, according to Lei Jun, Xiaomi MIX's full screen has achieved a design where 91.3% of it is "screen", which has been widely praised worldwide, and has won the US IDEA Gold Award and is collected by the Finnish National Museum of Design. The Xiaomi MIX 2 has achieved an 18:9 screen-to-body ratio, which can be said to be slightly better.

One final thought: there has actually been a lot of analysis on Xiaomi’s marketing tactics online. But in the final analysis, whether it is the cooperation with TikTok, Lei Jun's humor, or the launch of new products with AI beauty and full-screen features, marketing is carried out after clarifying user positioning and needs. Grasp the needs of users and their sense of participation, such as UGC content, users are the ultimate goal of marketing and operations .