Analysis of Brand Management and Market Positioning of Xiaomi Auto SU7 Based on the Evolution of Marketing Strategies

Abstract

With the rapid development of the new energy vehicle market in China, Xiaomi’s market performance has attracted a lot of attention. This study uses a hybrid method to conduct a study using the data of a questionnaire of hundreds of consumers to try to analyze the dominant factors of Xiaomi cars in competition in the new energy vehicle market in China. Data shows that thanks to the successful image shaping of the personal brand Lei Jun attracted about 26% of potential groups; at the same time, 74% of participants believed that the strategic shift from “mobile phone ×AIoT” to “people, cars and the environment in general” was a key factor. The essence of their interest. This study explains the basic concept of universalizing corporate technology through totem theory, and this technological thinking that serves humanity is deeply rooted in people’s hearts. It organically connects the long-term direction of enterprise development with social interests, forms a path of value transfer according to the principle “science and technology is a boon” and completes the dynamic coordination between business goals and social tasks. These analyses provide a multispective leadership basis for new energy development strategies of Chinese companies and market trends.