What has Xiaomi done to boost his brand awareness? 5

Summary. Is Xiaomi and Mijia the same brand.

Mijia is Xiaomi's smart home brand, which was released by Lei Jun, the founder of Xiaomi, in Beijing on March 29, 2016. Xiaomi focuses on high-end smartphones, Internet TVs and smart home ecosystems, while Mi Home is responsible for the production of daily necessities and smart hardware, equipped with the Mi Home app to meet the needs of users to control and purchase. 2016year3month29ri,Xiaomi released a new ecological chain brand in Beijing——Mijia mijia,The brand specializes in carrying Xiaomi** chain products,Common Mijia projectors、Mijia Internet air conditioner、Mijia laser TVs and so on can be said to be Xiaomi products。

The Xiaomi brand is specially designed to carry Xiaomi's own products. Relying on the Xiaomi ecological chain system, the Mi Home app is the control center and e-commerce platform of Xiaomi ecological chain products, integrating equipment control, e-commerce marketing, crowdfunding platform, and scene sharing.

Xiaomi's brand image has always attracted everyone's attention, and from the moment it broke out of the encirclement in the smartphone industry, labels such as "cost performance" and "enthusiast" have been deeply imprinted. But Xiaomi is not willing to position itself at the "low end", and constantly improves its brand image and positioning through new mobile phones and new industrial chains, but in this process, can the practice of constantly changing personality really help Xiaomi? Let's talk about it.

What type of brand personality is Xiaomi? Let's use the Big Five personality model to take a look:

Xiaomi's different series of products, in the minds of consumers, the brand personality, may be "thousands of people". But is it really bad that this kind of brand has a multi-faceted personality, harmless to humans and animals, and is loved by everyone? Let's break down the whole process:

The birth of Xiaomi, which changed the pattern of the smartphone market at that time, achieved high performance at a price with less moisture, and the concept of "enthusiast" helped Xiaomi to receive the brand personality of "cool" and "smart".

Soon Xiaomi realized that it was still difficult to reach enough consumers for its expansion just by relying on this, so Xiaomi did another thing to give the brand an extra character: Hui.

Although, with the new brand of red rice, but the emphasis on high cost performance, with the best to cater to the market, although in exchange for the expansion of the market scale, but since then it is difficult to get rid of the "low price" brand image. "Xiaomi is an affordable brand, and if you buy Xiaomi, you can't afford to buy better" This has become a curse that Xiaomi will try to get rid of in the future. (Now Redmi has changed its name and wants to go to the high-end again, but it's not so easy).

Next, Xiaomi began to emphasize "intelligence", and for a period of time, various "black technologies" emerged one after another, and the supremacy of performance has become the personality that Xiaomi hopes to shape the most. But without the core technology as a barrier, it is difficult for "wisdom" to really stand.

Then, Xiaomi chose "Ya" again, and the feelings came out.

Let's take a look back at the whole process of changing the personality of the brand:

Xiaomi debuted as "cool";

Seek quantity with "benefit";

Failed to upgrade to "wisdom";

"Ya" in exchange for high and low.

But in the end, the people around me who choose Xiaomi, well, still think that it is more cost-effective.

Xiaomi should say that the brand gives a good impression, cost-effective, and the fluency is average, but the functions are reasonable, and the humanized design is a little better.

As for the beautiful appearance, that's a bit of an exaggeration.

The current Xiaomi form factor is not bad, and I hope it is getting better and better.

I wish you happiness and happiness every day.