Brand Strategy
Xiaomi
A long-term strategy to strengthen Xiaomi’s premium brand image and tap into new consumer segments.
Xiaomi
A long-term strategy to strengthen Xiaomi’s premium brand image and tap into new consumer segments.
Xiaomi
A long-term strategy to strengthen Xiaomi’s premium brand image and tap into new consumer segments.
Project overview
With China’s mobile market saturated and upgrade cycles slowing, Xiaomi faced growth challenges. To stay profitable, the brand needed to move upmarket — and as their strategy partner, I led the team in exploring premiumization opportunities.
Happily, Our insights helped steer the brand toward a stronger market position.
Project overview
With China’s mobile market saturated and upgrade cycles slowing, Xiaomi faced growth challenges. To stay profitable, the brand needed to move upmarket — and as their strategy partner, I led the team in exploring premiumization opportunities.
Happily, Our insights helped steer the brand toward a stronger market position.
Industry
Technology, 3C
Time Duration
06.2022-07.2023
My Role
Brand Strategist
Background
By 2021, Xiaomi faced a growth dilemma: its “high quality, low price” positioning limited its ability to scale into the premium smartphone market.
Background
By 2021, Xiaomi faced a growth dilemma: its “high quality, low price” positioning limited its ability to scale into the premium smartphone market.
Goal
Goal
Strategy
Strategy
Finding 01
Through big data analysis of e-commerce user reviews, we explored consumer insights, focusing on gender differences in behavior and preferences within the premium price segment.
Finding 01
Through big data analysis of e-commerce user reviews, we explored consumer insights, focusing on gender differences in behavior and preferences within the premium price segment.
Finding 02
Drawing on the characteristics of camera brands, we explored the imaging positioning of smartphone brands to identify Xiaomi’s unique differentiation.
Finding 02
Drawing on the characteristics of camera brands, we explored the imaging positioning of smartphone brands to identify Xiaomi’s unique differentiation.
Result
Result
Guided by the design system crafted by my teammates, we translated concepts into high-fidelity screens, keeping every detail consistent and on-brand.
Result
Guided by the design system crafted by my teammates, we translated concepts into high-fidelity screens, keeping every detail consistent and on-brand.
