Research on Unique Marketing Strategies to Attract Young Consumers: A Case Study of Xiaomi Automotive

Gongcheng Zheng

2025

Abstract

As competition intensifies in the smart electric vehicle market, Xiaomi Automotive is striving to stand out by leveraging its technological expertise and market insights. This study aims to explore how Xiaomi Automotive attracts young consumers through its brand culture and marketing strategies. By employing both quantitative and qualitative methods, including online surveys, in-depth interviews, and social media analysis, this research comprehensively examines the interplay between Xiaomi’s marketing strategies and young consumers. Findings show that most consumers resonate with Xiaomi Automotive’s brand culture and marketing philosophy, particularly in areas such as innovation, user experience, and smart convenience, which significantly drive purchase intentions. However, there remains room for improvement in brand awareness and participation in promotional activities. The study concludes that Xiaomi Automotive has successfully shifted its positioning from "cost-effectiveness" to "premium branding," aligning closely with the preferences of young consumers. This provides new perspectives and strategies for brand development and marketing in the smart electric vehicle industry.

Paper Citation

in Harvard Style

Zheng G. (2025). Research on Unique Marketing Strategies to Attract Young Consumers: A Case Study of Xiaomi Automotive. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 595-599. DOI: 10.5220/0014147100004942

in Bibtex Style

@conference{apmm25,
author={Gongcheng Zheng},
title={Research on Unique Marketing Strategies to Attract Young Consumers: A Case Study of Xiaomi Automotive},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={595-599},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014147100004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Research on Unique Marketing Strategies to Attract Young Consumers: A Case Study of Xiaomi Automotive
SN - 978-989-758-791-7
AU - Zheng G.
PY - 2025
SP - 595
EP - 599
DO - 10.5220/0014147100004942
PB - SciTePress