Since launching in the summer of 2010 with the proprietary MIUI OS as their sole product, Xiaomi has utilized a breakthrough digital marketing strategy to disrupt China’s smartphone market – unseating Apple and Samsung to become the best-selling smartphone brand on the mainland with a 30% market share in the third quarter of 2014.
The many social communities of Xiaomi
The brand has toppled rivals with industry leading price performance ratios, a robust software ecosystem, and best-in-class service to create a compelling alternative to premium overseas brands.
At the core of Xiaomi’s success is an innovative ecommerce model driven by weekly flash sales for limited-supply products that create immense buzz on China social media. The brand has created dozens of brand and product accounts on Weibo, WeChat, and Qzone – doing an unprecedented job of optimizing content for each audience while consistently converting consumer interest into ecommerce sales and brand memberships.
What You’ll Learn
The Xiaomi Digital Report will provide an unprecedented analysis of one of the most innovative and digitally savvy brands in China. We’ll show how the brand’s vast digital ecosystem has been configured around a unique online flash-sales platform while also promoting social sharing and positive word of mouth from consumers.
Brand Website: Xiaomi’s website is not only the brand’s ecommerce hub, but also their primary touchpoint for customer service and brand loyalty.
Brand BBS: No brand has been more successful in aggregating a community of brand evangelists, and we’ll show you how Xiaomi rewards and activates them for digital initiatives.
Sina Weibo: Sina Weibo is the social hub for buzz generation for Xiaomi, and you’ll learn how the brand blends incentive engagements, trending topics, and user-generated content to build their audiences.
WeChat: As one of the pioneers in creating sales exclusively for WeChat followers, you’ll learn how the brand has balanced content, commerce and customer service on the mobile platform.
Qzone: We’ll show you how Xiaomi has built the largest brand account on China’s leading social networking site through engaging content and sales promotions.
Youku: We’ll show you how video integrates into Xiaomi’s brand digital ecosystem, as well as the content that netizens are gravitating towards most.
Weishi: Xiaomi was one of the first brands to embrace Tencent’s answer to Vine, and you’ll learn how the brand has used short videos to create viral hits on the platform.
Tmall: We’ll show you how Xiaomi has integrated Tmall with their digital ecosystem, leading to the platform becoming a key sales driver during marquee events such as Single’s Day.
Baidu: Learn how the brand has created brand pages on platforms like Tieba and Zhidao to capture search interest.
Key Opinion Leaders: Xiaomi is unique in its KOL strategy, choosing to use in-house partners instead of traditional influencers to promote their flash sales and product launches.
BMW and its premium brand counterparts (Audi & Mercedes-Benz) have benefited from a China car boom that saw automobile sales triple during the five years ending 2013. But at the end of 2014, the landscape is in flux – with overall call sales throttled by car ownership regulations put in place to reduce traffic and pollution, and mass-market brands like Ford and Peugeot capturing market share during the economic slowdown.
BMW WeChat navigation bar provides access to important information
With brands like Land Rover and Infiniti crowding the premium segment, BMW will need to promote a unique brand experience while retaining existing owners through service and loyalty programs.
Like most car brands, BMW places an emphasis on customer data acquisition and driving potential consumers to regional dealerships for test drives through social channels and the brand website. As car sales growth shifts from first-tier and second-tier cities to less developed regions – BMW has initiated steps to develop their O2O strategies on platforms like WeChat sending traffic to brand experience events that educate consumers.
What You’ll Learn
The BMW Digital Report will analyze how BMW uses Weibo and WeChat to educate consumers on brand heritage and new models while driving followers to live events and dealerships to experience brand service and vehicles in person.
Brand Website: The brand website is BMW’s hub for in-depth vehicle information and serves as the gateway for customer service.
Weibo: Weibo is BMW’s primary social channel and is the lead platform for buzz generation for new model launches and campaigns promoting sponsorships and brand heritage.
WeChat: WeChat is used for social branding efforts but is also well-suited for driving traffic to offline events and dealerships.
Youku: BMW maintains a premium brand channel on China’s leading video platform, and we’ll show you how the brand uses video content to educate consumers and support campaigns.
Baidu: You’ll see the Baidu assets BMW has created to capture search traffic.
Key Opinion Leaders: We’ll show you how BMW blends car enthusiast KOLs with general interest aggregators to reach a wide audience.