UnicoMarketing: Xiaomi Social Branding Report

Resonance has just released the Xiaomi China Social Branding Report. This edition will provide an unprecedented analysis of one of the most innovative and digitally savvy brands in China. See how Xiaomi’s vast digital ecosystem has been configured to fuel a unique online flash-sales platform that promotes user sharing and positive word of mouth. To download, visit the China Social Branding Report.

Below are a few highlights from the report:

Benchmarking Xiaomi in China

Xiaomi has built a huge fan following at the expense of audience quality.

When compared to competitor smartphone brands in China, Xiaomi leads the pack in terms of overall follower numbers by a wide margin on Sina Weibo. Because the brand’s highly coveted products are only available through brand ecommerce channels, many consumers follow Xiaomi’s social media accounts to stay current on upcoming purchasing opportunities. But since many users follow these accounts solely to participate in product giveaways, overall audience quality is lower across the board when measured by active, verified, and influencer follower rates.

Xiaomi Digital Ecosystem

Xiaomi’s brand channels stoke demand for brand flash sales.

Xiaomi has the largest digital ecosystem of any brand surveyed for the China Social Brand Report, and has built significant followings on all of their social platforms including the largest brand account on China’s most popular social network, Qzone. The brand has also had incredible success building their own community BBS, aggregating brand evangelists who post upwards of 400K times daily and sustain brand buzz across social channels.

Xiaomi Community BBS

Product beta tests keep users engaged on Xiaomi’s BBS.

Xiaomi has had the most success in adopting the domestic BBS/portal format to create an online community for brand loyalists in China. In addition to serving as the hub of the brand’s VIP loyalty program, Xiaomi’s BBS serves as the primary forum for product and software feedback, while encouraging participation through activities such as exclusive product beta tests which get flagship products in the hands of brand evangelists for in-depth reviews and positive word of mouth.