The WRA Marketing Blog: Prompt #6：Evaluating Sources

Focusing on XiaoMi farewell frivolous strategy, which it is a restructuring or fought? Lei Jun said this: "As long as standing in air, pigs can fly." Now, what is the "wind" small, or the "pig" too heavy? A crossroads sign, one hand is science and technology, and the other hand are humanities; Humanities and the intersection of technology, how we go and how we choose? In this paper, I would like to write about the argument about the XiaoMi marketing strategy.

In the eyes of Chinese people, XiaoMi’s mobile phone is Chinese version of Apple; opinion in overseas markets, it is the Chinese characteristic "rice." In recent weeks, such a seemingly sophisticated mobile phone manufacturers, fined from false sales to user privacy leak checked. Twice he was flagged twice “sincere” apology; seemingly mature millet in fact not done. Millet erected in 2010, although its growth full of controversy, but the data show, and now the market value of millet reached "tens of billions of dollars", the domestic market sales in the second vendor. Today, the outside world for millet requirements become more “strict”, thus the “bad comments” is increasingly conspicuous.

However XiaoMi’s marketing strategy is part of the most controversial to people. Repeatedly through the "hunger marketing" in Taiwan maddening popularity of millet, the local public opinion once again suffered shelling and related sector involvement. XiaoMi released miui6 in Beijing, and at the same day they also held promotional activities in Taiwan. Site users can not open a lot of the current login and the following was found after just less than 3 minutes, popular accessories "XiaoMi portable Wi-Fi" has no inventory. In early August, because of false sales by Taiwan "Fair Trade Commission" out of 600,000-yuan NT ticket. In Taiwan regulators opinion, such advertising is not real, is not only contrary to the principle of fair competition in the market, also in order to mislead the user unreasonable emotional consumption.

Seemingly mature XiaoMi actually not a mature company. Last April, XiaoMi began selling in Hong Kong and Taiwan in February this year to enter the Singapore market. In July, XiaoMi enter the Indian market. Behind this, XiaoMi withstand much of the pressure. Chinese mobile phone manufacturers as a new force on the international stage, a very high cost to expand the market, it encountered resistance not only false door, alleging privacy door, there is more resistance in waiting. And we have different fans Chinese mainland market, in China Taiwan and Singapore, for XiaoMi test is 'the real thing'. So, in my opinion this young company does not know if it can stand the test or not, but now it seems not very optimistic. Because the decline in brand reputation of the fatal blow directly on the performance.

Therefore, according to what I've learned, I believe that the establishment of trust in the market, the marketing process is the process of obtaining customer trust. People always want to trust with your things together. And the establishment of trust is not only relying on marketing, which goes back to all aspects of business, and the role of marketing, but also in how to quickly get more and broader trust. The changing of the market, the survival of enterprises faced with more uncertainty and intense competition, only fast-growing, occupying the market, in order to get the opportunity will be successful. Information society, consumers tend to be blind, information is often overloaded. When a fast-growing enterprise needs met some blind consumers, they need to seriously examine.