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At zero in early 2021, Xiaomi Mi 11 will be sold through all channels. In just 5 minutes, sales exceeded 1.5 billion yuan, becoming another high-end series “explosive model” after the Xiaomi Mi 10 series, once again consolidating the position of the Xiaomi brand in the high-end market. At 20:00 on the night of January 1, Lei Jun opened the first live broadcast of the New Year and witnessed the sale once more than 30,000 units of Xiaomi Mi 11 with many rice noodles. Furthermore, the official announcement of the new Xiaomi 11 “spokesperson” also brought the live broadcast to a climax.
Xiaomi 11 spokesperson announced, Lei Jun unlocks a new identity
At 20:00 on the night of January 1, Lei Jun entered the Douyin live broadcast room on time with the anticipation of many rice fans, and opened the first live broadcast of the new year. That night, sales exceeded 180 million yuan, the limited edition of Mi 11[Signature Edition de Lei Jun]It was sold out in 5 seconds and 30,000 units of Mi 11 were sold out. New Year’s gifts with different discounts were on the shelves … But the biggest surprise was the live broadcast. Towards the end, the Xiaomi Mi 11 spokesperson launch. Lei Jun announced that in the next month, he will take the trust and love of Mi Fans as Xiaomi 11 spokesperson, and will show his endorsement announcement, which will soon meet Mi Fans at the Capital Airport.
Cross-border technology and fashion, Lei Jun backs Xiaomi is not a ticket
At the end of 2020, Lei Jun was selected as the Entrepreneur of the Year by the two major fashion magazines “GQ Zhizu” and “Mr. Fashion Esquire” and appeared on the cover. Netizens called netizens “the most out-of-the-loop entrepreneur in 2020.” This move also injected strong fashion and high-end elements into the personal image of the Xiaomi and Lei Jun brand.
In early 2020, Xiaomi has established a dual-brand development strategy. The Redmi brand focuses on young and energetic entry-level products, while Xiaomi has started to upgrade to the high-end, positioning the final price-performance ratio under the flagship configuration, and then successively launching high-end products such as the series. Xiaomi Mi 10 and Mi 11 model. It is precisely on the basis of the adjustment of the brand strategy that Redmi hired Wang Yibo as a spokesperson, and the Xiaomi mobile phone series spokesperson has adjusted from the previous young and energetic representatives such as Wang Yuan and Zhang Zifeng to a style successful fashion supermodel.
Lei Jun laughed on the live broadcast: “Before Xiaomi’s marketing department signed a bunch of stars and never wanted to hire me as a spokesperson.” This mockery may be the expression behind the establishment of the high-end positioning strategy for Xiaomi mobile phones this year. In fact, there is a difference between the vibrant brand image and Lei Jun’s own business and technological sense.
Today, the young and energetic positioning is given to Redmi. Redmi is still the most profitable domestic mobile phone, and Xiaomi has officially embarked on the path of high-end development. Also, for the past two years, he has been cast as a cover character for fashion magazines. At this time, Lei Jun not only has strong recognition as a representative figure of the company, but also his already-formed image characteristics of fashion, business and achievement. The best backup option for Xiaomi’s new flagship machine, Xiaomi Mi 11.
Judging by the phenomenon that the Xiaomi Mi 11 Douyin live stream[la versión exclusiva de Lei Jun]sold out in 5 seconds, you can see Lei Jun’s ability to transport goods and the appeal of his personal brand.
Staying firm in the high-end, Xiaomi 11 becomes the first “sales king” of the New Year
2020 is the 10th anniversary of the founding of Xiaomi, and it is also the year that Xiaomi will do its best to reach the high-end market. As Xiaomi’s first batch of high-end products, the Mi 10 series has won industry-leading sales and market share with its super product power and best user experience, and it also allowed Xiaomi to successfully probe the high-end market load.
On December 28, 2020, another Xiaomi masterpiece after establishing a foothold in the high-end market: Xiaomi Mi 11 was officially launched and went on sale on all channels on January 1. In just 5 minutes, sales exceeded 1.5 billion yuan and achieved the first sale. It serves up the eye-catching results of the “explosive style”. The first batch of Mi 11 stock this time is reported to far outperform the previous flagship stocks and still sell out quickly. This fully demonstrates that Xiaomi’s flagship mobile phones have been fully recognized by consumers in the high-end market. And their continuous attempts and success in the high-end market have not only brought a general improvement in the power of the Xiaomi mobile phone brand, but have also redefined the different positioning of the dual brands Xiaomi and Redmi in the mind of users, opening a clearer vision for future development. way of.
