Analysis of Xiaomi Company's Marketing Strategy with 4c Marketing Theory

One of the important reasons for Xiaomi's rapid success is its superb promotion strategy-hunger marketing.

Step one: get attention.

That is, before the product sales begin, you must first attract the attention of the public. Tell the public I'm going to make a big move. As for what it is, you can't completely reveal it at once. You must announce your marketing activities slowly and extend the publicity activities. Because hunger marketing is a process, it is a process of slowly enticing customers to be hungry. Only by hanging up the customer will she have expectations.

The second step: stimulate the desire to buy.

This is the most critical step because it directly determines your turnover rate. So, under what circumstances will customers snap up? There are three possibilities.

The first is that the products are too cheap and cost-effective, and most people like to take advantage of them. The greater the discount, the more popular the queue will be.

The second possibility is that the product is too popular, which means that your own product is good enough to attract people to snap up.

The third is that the product is unique. For example, you can customize the customer's name on the product, which encourages customers to buy products with their own names. If your product has no advantages, the best way is to add a little customization.

Step 3: Set restrictions.

This is the core step. The restriction is that you have to set the conditions that customers must meet in advance to get this product, which will increase the difficulty for customers to buy.

The first is the common means, such as limited supply, limited supply, making an appointment in advance, queuing to call a station, etc. Second, speculation and restrictions. The third is to set a high threshold, for example, only if you win the lottery can you qualify for purchase.

Analysis of Xiaomi's Mobile Phone Marketing Strategy

Xiaomi mobile phone has done a lot of market research from the beginning. Through market research, Xiaomi first subdivided the age group of consumers and limited the age of consumers to 25-35 years old.

Consumers of this age group have their own characteristics. Consumers in this age group are generally in the development period of their careers, have the courage to try and have a high degree of acceptance of new things.

After determining the consumer groups, Xiaomi Company began to make a detailed analysis of the consumer groups and found a group of mobile phone enthusiasts who are extremely interested in mobile phones and usually like to study the system and performance of mobile phones.

Xiaomi believes that this special group of mobile phone enthusiasts is very representative and will have an extraordinary impact on the behavior of other potential consumers. As a result, "born for a fever" has become the design concept of Xiaomi mobile phone, and it is also the first smart phone to target the initial marketing target at mobile phone enthusiasts.