Favourite retail store and product (Qijing Huang)

One of my favorite products is the Mi 11 mobile phone from Xiaomi. In business, how to acquire the trust from customer is extremely important. For using mobile phone, the user experience can be influenced by two parts, hardware, and software. Giving free hardware, in another word, the free mobile phone to customers is a low cost-effective promotion to create awareness of a product. Thus, they chose to create an excellent software that is a highly customized Android systems for better user experience. They release this free system to internet and got lots of fans. Therefore, people pay attention to their new product.

 

However, it is still difficult to sell a mobile phone to the user and let the user try it. They try to give the most cost-effective product to users. They cut many unnecessary costs in most businesses. For example, they do not create physical stores in every city and even there was not physical store at first time. And they do not use retailer but directly sell mobile phone to users. Besides, they try to reduce the cost in package. In conclusion, they will ensure their product has good quality and is enough competitive in market.

 

For giving information about their products, they make lots of events on Weibo that is like Twitter.

Retaining loyal customers usually need a professional customer service team to call customers and acquire feedback from them. But it could be too official for young people that is the main user group for Xiaomi. So, they try to connect users in Internet. For example, they have their own internet forum, users discuss the advantages and disadvantages of Mi 11 the forum with developer from Xiaomi. This discussion is very casual and like a conversation between friends.

 

However, as a business, enticing customers to buy more and use their product frequently is inevitable. For mobile phones, there are many parts, such as screens, CPUs, graphics cards, memory, and cameras, etc. It is impossible to apply cutting-edge technology for all these parts in just one generation. Thus, they will update each part separately in future generation to ensure that people always are willing to buy their new products.

 

Of course, young people are not the only user group for Xiaomi. For identifying more customers, they also try to attract people who is not sensitive to price but have more requirement on quality. They also release limited edition for their mobile phone. This limited edition has different color with normal version and usually come with leather case that could attract middle-aged people.

Reference

Mi.com. 2021. [online] Available at: <https://www.mi.com/global/product/mi-11/overview> [Accessed 28 March 2021].