China Social Digital Report: Reviewing Xiaomi digital strategy, online ecosystem and influencer partnership networks across major Chinese social media portals

This paper looks at the Chinese smartphone brand Xiaomi, which is now the best-selling phone in China, and how their digital, social, and branding strategy got them there.
  • No other brand in China has as an expansive yet integrated digital ecosystem as Xiaomi: from the casual network of Qzone to short video platform Weishi, the brand adapts its unique message to each platform.
  • Xiaomi's strategy hinges on a flash sales model that makes limited quantities of their flagship products available on a weekly basis; aggressive pricing and best-in-class tech generate immense buzz.
  • Brand evangelists can find a deeper connection with the brand through Xiaomi's BBS, which provides loyalty rewards and free products for passionate fan ambassadors....

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