Exploration of Xiaomi’s Automotive Marketing Strategy

Abstract

In 2024, the competition in the Chinese automobile market is fierce, and new first tier cities, as important consumer markets, are attracting various brands to make efforts. Xiaomi has entered the automotive industry as a technology company and launched its first product, the Xiaomi SU7. The 21-45 age group is the main force of car consumption, and it is of great research significance for Xiaomi to shape and market its brand for this target customer group in new first tier cities. This study focuses on the brand building of Xiaomi cars and the marketing strategy of its first product, Xiaomi SU7. Through in-depth analysis of questionnaires, interviews, literature, and social media data collection, explore their impact on target customers aged 21-45 in China’s new first tier cities. Research has found that Xiaomi Automobile has successfully gained popularity through marketing, using price suspense and a close-to-public brand image to spark widespread discussion. And its targeted promotion to the target customer group has played a considerable role, in accurately reaching the target audience. The results indicate that Xiaomi Automobile’s brand building and marketing strategies have effectively attracted consumers in new first-tier cities who pursue intelligent technology, and focus on quality and cost-effectiveness. It provides effective references for the market expansion of similar car brands.