Research On Marketing Strategy Of Xiaomi Smart Home Products

We are in the "Internet +" era,in the social background of the rapid improvement of the national economic level,especially the rapid improvement of communication technology and network technology,making the Internet of Things also rapid development,smart home industry in such an environment,came into being.The research and development and production of smart home products has also become an indispensable business for emerging Internet companies.Compared with traditional home products,smart home has changed people’s living habits,but also to provide people with a safe,comfortable,high-quality living space,at the same time,the country is advocating sustainable development,smart home industry to comply with the trend of low-carbon environmental protection,has become a national vigorously develop the project,broad prospects.With the gradual improvement of people’s quality of life,after mobile phones,TV and other terminal products have been intelligent,people’s demand for intelligent hardware is also increasing,based on the "Internet +" artificial intelligence as the carrier of smart home came into being,its convenient,energy saving,safety,comfort and other characteristics led to model innovation and efficiency improvement.Provide people with a better home environment.With the development of a new generation of information technology,the technology of smart home tends to be perfect,and the functions of intelligent perception interaction and big data service have been initially realized.The smart hardware industry has also received relevant policy support,it can be seen that smart home has a huge market potential and broad space for development.One of the important practical significance of the smart home industry to flourish is to be able to pass the emerging Internet terminal products.At present,Xiaomi has built the world’s largest consumer iot system,serving more than 100 countries and regions around the world,and has successfully accessed470 million smart users,and 527 million smart devices connected to Xiaomi’s smart home platform.This paper takes the marketing strategy of Xiaomi’s smart home products as the research object,based on the research of domestic and foreign scholars on the marketing strategy of smart home,combined with the development status of the smart home industry and the opportunities and challenges faced by the industry,analyzes the marketing strategy of Xiaomi’s smart home and the development of the smart ecological chain and puts forward suggestions.Xiaomi,as a leading enterprise in China’s smart home industry,has become an object for many enterprises to learn and emulate in the industry.The marketing strategy of Xiaomi’s smart home products is studied,and the problems existing in the enterprise development,operation and management and product marketing of Xiaomi are analyzed.Through literature analysis and case analysis,this paper uses 4P marketing theory,PEST analysis method,Porter’s Five Forces model,SWOT analysis and other tools and methods to analyze and explain the status quo,external competition and internal environment of Xiaomi smart home.At the same time,it analyzes the problems existing in the marketing strategy of Xiaomi smart home through questionnaire survey.According to the results of the above analysis,the problems existing in the marketing strategy of Xiaomi smart home are identified,including the closed product system of the main Xiaomi smart home ecological chain,the low degree of product intelligence,the greater risk of information security,the inability to meet the high demand for quality,the lack of single price and regional pricing,the serious imbalance of online and offline channels,and the low value of the promotional brand.In view of the above problems,combined with Millet’s current marketing strategy and industry problems,this paper puts forward relevant marketing strategy suggestions and improvement methods.Including the establishment of an open smart home ecosystem,improve the level of product intelligence,improve the level of information security risk prevention,the implementation of flexible pricing,the construction of smart home experience museum offline,and the creation of star products to improve brand premium.It is hoped that the research on the marketing strategy of Xiaomi’s smart home products will not only have a positive effect on the company itself,but also have a certain impact on the smart home industry.