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Focusmedia China Holding Ltd.

June, 2016

Tackle media strategy in i-worldBy Cindy Chen

中国领先的生活圈媒体群

An expert at media advertising

for 20+ years

Don Quixote riding on a

tyrannosaurus in the late cretaceous

中国领先的生活圈媒体群

Old days gone forever ……

30+ years ago, the world I was born and grew

We listen to

• Radio

• Newspaper

• Magazine

• Letter.

.

.

.

.

.

• TV

And

Daddy, Mummy

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New world harshly stuns veterans…….

In new era, the world my kids were born and grow

They interact with

• i-pad

• i-phone

• i-TV

• i-radio

• i-friends

And listen to Meself

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How to tackle media targeting i-generation?

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Case sharing: Xiaomi in China smartphone market

Founded in 2010

By 2015, one of top 10 smartphone

companies worldwide

Top 1 sales in China market

100% online sales

born for fans

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What makes the huge success of Xiaomi?

Mi really believes in

“In internet age, every company

is a media company!”

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Warm up

Launch “Mi Liao”, a free

instant message service

to collect smartphone

fans

By 2012, Mi Liao attracts

17M users

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Product development phase

Invite Mi Fans to discuss what

kind of functions they would love

to have

Mi Liao: mi community

Xiaomi official site: mi

community

Fully understand fans needs

for a smartphone.

Hence, Mi concluded to set its

market strategy as low price with

high performance

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Production phase

Launch a video to communicate delicacy of production

Purely online channel

“An artistic trip of a piece of steal plate”

小米_An artistic trip.mp4

Keep fans attention and involvement: fans watch the birth of Mi

phone, feel like they produce it by themselves.

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Sales phase

The long waited first day sale was a festival for Mi fans.

All sales are limited on 3 online channels.

First 200K phones were sold out in 29’36”

The forth round of sale 250k phones were sold out in 3’15”

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After sales service phase

Users and fans continue to share experience with Xiaomi on Fans

sites.

Users and fans are kept to update new product activities

Further contribute to future product development

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Media strategy of Xiao Mi

Unlike traditional

communication strategy,

Xiaomi fans starting from

product design and get

fans involved in every

steps of production.

Fans believe that they are

fully involved and Xiao Mi

is a Me product.

Ads Ads

Official site Fans / User

Word of mouth

Online

communication

Social media

Ads

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