Pick up the Xiaomi mobile phone that you grabbed and take photos, then put on the Xiaomi bracelet to see how many steps you have taken today, and monitor your personal health at any time; use the mobile app to “string” a robot vacuum cleaner or an air purifier, so you can stay far away from home Remote control home 3C automation equipment. The daily life of Taiwanese is inseparable from “smart life”, and the “stepping stone” that leads many people to set foot on mobile phones, 3C and intelligent Internet of Things (AIoT) is from Xiaomi’s products.
From 2010 to the development of the well-known MIUI software operating system, two years later, the affordable Xiaomi mobile phone equipped with its own system was launched, and last year (2021), it won the second global mobile phone market share, and wrote a successful example of “from soft to hard”; Entering the Taiwan market in 2013, in just two days of shopping festivals, the official website attracted about 4 million visits.
As an “starting online” brand, Xiaomi is well aware of the rapid changes in the digital market and the importance of brand layout, and actively cooperates with e-commerce platforms in depth. In less than a year after the opening of the flagship store in Shopee Mall, it achieved a 2.1 times annual performance growth; not only that, but also the consumer profile has continued to expand. In addition to consolidating the original main force of young men, it also touches on women, high spending power, etc. user group.
The e-commerce platform in Xiaomi’s eyes: not only “doing performance”, but also “reaching different customers”
What price range will make you willing to buy smart home products? When the sweeping robot first came out, although it attracted many young people, the high price of NT$20,000 to NT$40,000 at that time made consumers hesitate to buy it. Then, the Xiaomi floor sweeping robot, which costs less than 10,000 yuan and can be connected to the Internet with mobile apps, has become a “necessity” for most Taiwanese young people and dual-income families in just a few years. Xiaomi physical stores have also opened one after another. Now in Taiwan There are more than 30 stores.
Jiang Kun, the business director of Xiaomi Taiwan, is still impressed by such changes. He observed that in the early days, Taiwanese people were still very unfamiliar with AIoT products, and they only knew Xiaomi mobile phones, which made Xiaomi mobile phones go crazy, but it was relatively unclear what benefits these Smart Home products could bring to life; Taiwanese consumers have taken the initiative to inquire about which products Xiaomi is the first to launch in mainland China, and “knock on the bowl” and expect Xiaomi to simultaneously introduce them in Taiwan.
“Consumers in the Taiwan market are actually quite diverse. In addition to being daring to try new technology products, they are also good at obtaining different information through various platforms.”
The strength is that Xiaomi has opened up online and offline channels through the concept of “new retail”. Although the official website has been in operation for many years, the first-hand real customer data accumulated over the years can also help Xiaomi to tap potential future business opportunities; but when it is found that Taiwan’s 3C consumers have a strong “Initiative” also allows Xiaomi to see the role and opportunities played by large e-commerce platforms such as Shopee Shopping.
“For us, cooperating with e-commerce platforms is not just about “making performance”, but also helping us “reach” the most consumers in a short period of time through these platforms with different demands and different customer groups.”
Shopee shopping in Xiaomi’s eyes: not just a “shopping” platform, but also a “search” channel
As a result, Xiaomi, which has a group of loyal “Mi Fans”, with the strategy of “joining forces” with the e-commerce platform, officially entered the Shopee Mall in the second quarter of 2021 to set up a brand flagship store “Xiaomi Official Flagship Store”.
Although the brand halo owned by Xiaomi has already “brought its own traffic”, after shopping on Shopee, despite the high similarity in the profiles of the main customer groups of the two platforms, it still achieved more than expected results in just one year. Not only did the number of fans in the Shopee Mall brand flagship store exceed 610,000, but the annual performance increased by 2.1 times. Jiang Kunhui was quite surprised by the “jumping” growth.
Why can Xiaomi, which already has a certain fan base, “expand its fans” again through Shopee shopping? “In the past, when consumers were looking for a product, they would enter a keyword into a search engine. Now what? We are seeing an increasing trend of searching for products directly through e-commerce platforms.”
When consumers regard the e-commerce platform as a new type of “search engine”, combined with the Shopee Shopping Monthly Festival “Festival”, Shopee Live, Chat and other marketing strategies and tools to strengthen interaction and promote order transfer, and then match the platform’s unique marketing strategy and tools. Some product evaluation mechanisms not only consolidate Xiaomi’s main male customer group between the ages of 25 and 40, but also reach diverse ethnic groups such as women and high spending power.
For example, its price is about 20,000 yuan, which belongs to the higher unit price of Xiaomi smart displays in the Xiaomi product series. Hundreds of units are often sold at one time, such as the Super Brand Day shopping at Shopee. It is obvious that the unit price of platform customers is gradually increasing. And home appliances or 3C products, which are mainly aimed at women, also conduct three-way cross-border joint marketing through Shopee Shopping and beauty brands, quickly attracting about 10% of new fans.
Shopee Mall in Xiaomi’s eyes: a mature online shopping market, “three guarantees” to help “circle fans” 3C consumers
Today, the appearance of “mi noodles” has changed, from the original young, high-tech male customer group, which has gradually expanded to female, high-spending family groups. Today’s Shopee consumers are also “evolving”. From the initial stereotype of “looking for cheap and small things”, the young customer group has gradually expanded to all age groups in Taiwan.
Such a change in consumer profile is undoubtedly “1+1 is greater than 2” for Xiaomi. The reason why we started to lay out offline channels from online is to hope that fans can see and touch the real products, and if there are any operational doubts, they can also be assisted by professionals on the spot; and for 3C brands, Shopee Mall’s “authentic guarantee, The three major guarantees of 15-day appreciation period and Shopee’s safe return” are a big plus for the brand’s overall service. The “Mall Shopping Festival” event dedicated to Shopee Mall on the 25th of each month has also cultivated shopping habits among consumers. , can create traffic bounce and order conversion every month.
In addition, Xiaomi is also making good use of the advantages of the e-commerce platform’s “wider and wider customer base”, starting from 2021 to participate in Shopee’s live broadcast and the Shopee X Facebook advertising Always-on regular placement, and also on comprehensive e-commerce during the big promotion event. Increased investment on the platform, and once exceeded the highest single-day ROAS (advertising performance) 200 results.
Make good use of e-commerce platform resources to create a virtuous circle of “consumption”
“The world’s martial arts, only fast can not be broken. The e-commerce market is changing rapidly, in addition to quickly adjusting the response strategy, it is also necessary to communicate accurately according to the brand customer group; at the same time, it is necessary to keep up with the rhythm of e-commerce festivals, in order to “circle fans” customers, let They develop the habit of spending.”
Xiaomi, which started online and has been established for about 12 years, has not only responded quickly to the market, but also a model of successful innovation in “from soft to hard”. It is also a stepping stone for many Taiwanese consumers to lead them into innovative technology.
And this 3C brand that seeks fast and new, also joins hands with Shopee Shopping and makes good use of Shopee Mall’s advantages to quickly “circle fans”, with more innovative smart phones and Internet of Things products, accompany you and me to build a smart home and create a better life .
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Reprinted from Shopee Shopping