Research on Unique Marketing Strategies to Attract Young

Consumers: A Case Study of Xiaomi Automotive

Gongcheng Zheng

College of Continuing Cation, Shenzhen University, 518061, Shenzhen, Guangdong, China

Keywords: Xiaomi Automobile, Marketing Strategy, Young Consumers, Brand Culture.

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.

1 INTRODUCTION

Xiaomi Automotive, announced as a major strategic

initiative by Xiaomi Corporation in 2021, marks a

significant step forward for the tech giant, which has

already achieved remarkable success in the

smartphone and smart hardware sectors. Against the

backdrop of a global automotive industry rapidly

transitioning toward intelligence and electrification,

Xiaomi is determined to distinguish itself in this

competitive market by leveraging its strong

technological foundation, keen market insights, and

deep understanding of young consumer groups.

Xiaomi Automotive represents not only a critical

expansion of Xiaomi Corporation’s business

portfolio but also a concrete implementation of its

strategy to innovate and appeal to younger

demographics. By integrating cutting-edge

technology with a unique brand culture, Xiaomi

Automotive aims to attract and sustain the attention

and interest of young consumers.

The market positioning of Xiaomi Automotive is

distinctive. It is not merely a product but an integral

component of Xiaomi’s broader smart ecosystem. By

capitalizing on its leadership in smart hardware, AI,

and IoT technologies, Xiaomi plans to integrate

vehicles into its extensive network of smart devices,

offering users a seamless smart mobility experience.

This strategic positioning gives Xiaomi Automotive a

significant competitive advantage in attracting young

consumers who seek technology-driven and quality

lifestyles.

However, despite its promising technology and

market positioning, Xiaomi Automotive faces

challenges in effectively communicating its brand

culture and marketing strategies to capture and retain

young consumers' interest within the fiercely

competitive automotive market. While research on

brand building and marketing strategies is already

well-established, there is still a lack of in-depth

exploration into Xiaomi Automotive as an emerging

brand. Current studies tend to focus on traditional

automotive brands or non-automotive industries,

leaving a gap in understanding how Xiaomi

Automotive resonates with young consumers through

its brand culture and the specific marketing strategies

that succeed in China’s unique cultural and socio-

economic context.

Therefore, this study aims to fill this gap by

analyzing how Xiaomi Automotive aligns its brand

culture with the values of young consumers,

identifying the key factors that enable it to attract

young users successfully. Using a combination of

Zheng, G.

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

DOI: 10.5220/0014147100004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 595-599

ISBN: 978-989-758-791-7

595

quantitative and qualitative research methods,

including online surveys and in-depth interviews, this

study will comprehensively analyze the mechanism

of interaction between Xiaomi Automotive’s

marketing strategies and young consumers. This

research not only deepens the understanding of

Xiaomi Automotive’s brand culture and marketing

strategies but also provides valuable insights for other

companies seeking differentiated growth paths in

competitive markets. Moreover, it offers new

perspectives and approaches to brand building and

marketing practices in the smart electric vehicle

industry.

2 LITERATURE REVIEW

2.1 Theoretical Framework

This study is based on two theoretical frameworks:

Art World Theory and Field Theory. Art World

Theory, proposed by sociologist Howard Becker,

focuses on the operational mechanisms and roles of

participants within the art world (Reza & Esmaeil,

2012). Similarly, Xiaomi Automotive’s marketing

strategies require coordinated efforts across various

departments to achieve the goal of attracting young

consumers. Field Theory, developed by French

sociologist Pierre Bourdieu, examines power

relations and the flow of capital within different

social fields (e.g., economic, cultural, political)

(Couldry, 2003). In this study, Field Theory is used to

analyze how Xiaomi Automotive accumulates social

capital through brand culture and marketing strategies

within the specific field of the smart electric vehicle

market to attract and retain young consumers.

2.2 Literature Review

A review of existing literature highlights several

relevant studies: "Strategic Choices for Xiaomi’s

Entry into the New Energy Vehicle Industry Based on

SWOT Analysis" by Li Wenxin and Hu Yuzhu

provides a strategic-level analysis of Xiaomi

Automotive’s market entry strategies, emphasizing

how Xiaomi can leverage its cost leadership and

marketing advantages to establish its position in the

electric vehicle market (Li & Hu, 2021). This study

provides background information on Xiaomi

Automotive’s market positioning and development

strategies but does not explore the specific connection

between its marketing strategies and young

consumers. "Customer-Centric Marketing Strategies

on Internet Platforms: A Case Study of Xiaomi

Automotive" by Liu Chunxin focuses directly on

Xiaomi Automotive’s marketing strategies,

particularly its customer-centric marketing

philosophy (Liu, 2024). This study offers practical

insights into how Xiaomi Automotive attracts

customers and builds brand loyalty but lacks a

theoretical analysis of how these strategies resonate

with the values of young consumers. "Cultural

Integration Characteristics in the Evolution of

Corporate Ecosystems: A Case Study of Xiaomi

Automotive" by Xiao Shengjie examines Xiaomi

Automotive’s corporate culture construction during

its ecosystem evolution, providing an important

perspective on the formation of Xiaomi Automotive’s

brand culture (Xiao, 2024). However, this study

primarily focuses on internal cultural integration

within the enterprise and does not address the

interaction between brand culture and external

markets, especially the young consumer market.

In summary, existing literature provides valuable

insights into Xiaomi Automotive’s market entry

strategies, marketing approaches, and corporate

culture construction. However, research that applies

Art World Theory and Field Theory to analyze how

Xiaomi Automotive aligns its brand culture and

marketing strategies with young consumers’ values

remains scarce. This study seeks to fill this gap by

using a combination of quantitative and qualitative

research methods to comprehensively examine the

interaction mechanism between Xiaomi

Automotive’s marketing strategies and young

consumers. The findings aim to offer new

perspectives and actionable insights for brand

building and marketing practices in the smart electric

vehicle industry.

3 METHODOLOGY

This study employs a combination of quantitative and

qualitative research methods, including online

surveys, in-depth interviews, and social media

analysis, to comprehensively examine the interaction

mechanisms between Xiaomi Automotive’s

marketing strategies and young consumers. These

three methods complement each other to ensure both

depth and breadth in the research.

The online survey was designed to quantitatively

analyze the impact of Xiaomi Automotive's

marketing strategies on young consumers. The survey

was comprehensive and detailed, beginning with

basic demographic information, such as age, gender,

occupation, and income level. It then focused on

brand awareness, exploring respondents’ familiarity

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with and initial impressions of Xiaomi Automotive to

assess brand recognition in the market. A total of 150

surveys were distributed online, of which 143 valid

responses were received after excluding incomplete

submissions, achieving an effective response rate of

95.33%.

In-depth interviews were conducted to gain

deeper insights into young consumers’ perceptions of

Xiaomi Automotive’s brand culture and marketing

strategies. Five young consumers were randomly

selected from the survey participants for telephone

interviews. The interviews focused on the alignment

between Xiaomi Automotive’s brand values and

consumer preferences, exploring the impact of

advertisements, promotions, and social media

interactions on purchase decisions. This provided a

comprehensive understanding of how Xiaomi’s

strategies influence consumer behavior.

Using big data and text mining techniques, the

study analyzed Xiaomi Automotive’s performance on

social media platforms. It evaluated brand exposure,

audience engagement, and sentiment trends,

distinguishing between positive, negative, and neutral

evaluations to gain insights into brand perception.

Additionally, it examined social media interactions to

assess Xiaomi Automotive’s engagement capabilities

and market responsiveness.

4 RESULTS

4.1 Survey Results

4.1.1 Consumers’ Familiarity with Xiaomi

Automotive

Table 1. Consumers’ level of familiarity with Xiaomi

Automotive (n=143).

Option Frequency Percentage

Very familiar 35 24.48%

Somewhat familiar 45 31.47%

Neutral 32 22.38%

Unfamiliar 31 21.68%

The results show that over half (55.95%) of the

respondents are somewhat familiar with Xiaomi

Automotive, with 24.48% being very familiar and

31.47% somewhat familiar. However, nearly one-

quarter (22.38%) indicated a neutral level of

familiarity, and 21.68% reported being unfamiliar

(Table 1). This suggests that while Xiaomi

Automotive has established a certain level of brand

recognition, there is still room for improvement in

market promotion to enhance broader consumer

awareness.

Table 2. Consumers’ Initial Impressions of Xiaomi

Automotive (n=143)

Option Frequency Percentage

Innovative technology 40 27.97%

High cost-performance 38 26.57%

Youthful and stylish 35 24.48%

Unfamiliar 30 20.98%

As shown in Table 2, consumers’ initial

impressions of Xiaomi Automotive primarily focus

on “innovative technology” (27.97%), “high cost-

performance” (26.57%), and “youthful and stylish”

(24.48%), collectively accounting for over 70%. This

indicates that Xiaomi Automotive has successfully

shaped a positive brand image that resonates with

consumers. However, 20.98% of respondents stated

they were unfamiliar with the brand, highlighting the

need for improved brand communication and

awareness efforts.

4.1.2 Evaluation of Xiaomi Automotive’s

Advertising

Table 3 shows that over half (55.95%) of the

respondents found Xiaomi Automotive’s

advertisements to be at least somewhat attractive,

with 20.98% rating them as very attractive and

34.97% as somewhat attractive. However, 31.47%

rated them as neutral, while 12.59% found them not

attractive. This indicates that while Xiaomi’s

advertising strategies have achieved some degree of

effectiveness, there is still room to improve creativity

and appeal to better capture the attention of target

audiences.

Table 3. Consumers’ Evaluation of Xiaomi Automotive’s

Advertising (n=143)

Option Frequency Percentage

Very attractive 30 20.98%

Somewhat attractive 50 34.97%

Neutral 45 31.47%

Not attractive 18 12.59%

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

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4.1.3 Participation in Xiaomi Automotive’s

Promotional Activities

Table 4 shows that the majority of consumers

(66.05%) infrequently participate in Xiaomi

Automotive’s promotional activities, with 10.49%

frequently participating, 24.48% occasionally,

31.47% rarely, and 33.57% never participating. These

results suggest that Xiaomi Automotive needs to

enhance the attractiveness and engagement of its

promotional activities to increase consumer

interaction with the brand.

Table 4. Consumers’ participation in Xiaomi Automotive’s

promotional activities (n=143)

Option Frequency Percentage

Frequently participate 15 10.49%

Occasionally participate 35 24.48%

Rarely participate 45 31.47%

Never participate 48 33.57%

4.2 Interview Method

4.2.1 Consumer Recognition of Xiaomi

Automotive’s Marketing Philosophy

Most consumers expressed strong recognition of

Xiaomi Automotive’s marketing philosophy during

the in-depth interviews. Consumer A: “Xiaomi

Automotive emphasizes innovation and technology,

which aligns with my personal values of pursuing

new technology.” Consumer B: “Its focus on user

experience and cost-performance resonates with my

preference for practicality.” Consumer C: “Xiaomi’s

emphasis on intelligence and convenience matches

my pursuit of an efficient lifestyle.” Additionally,

Consumer D and Consumer E highlighted a

connection with Xiaomi’s focus on youthfulness and

human-centered values. Consumer D: “Its focus on

innovation and youthfulness aligns with my interest

in new trends.” Consumer E: “The emphasis on

technology and human-centered care resonates with

my desire for both tech and emotional experiences.”

Overall, Xiaomi Automotive’s marketing philosophy

has garnered broad recognition in areas such as

innovation, user experience, intelligence,

youthfulness, and human-centered care.

4.2.2 Consumers’ Desire to Purchase

Xiaomi Automotive

The interview results revealed a strong desire among

consumers to purchase Xiaomi vehicles. Consumer

A: “Xiaomi Automotive excels in cost-performance

and technological features, which I find very

appealing.” Consumer B: “Safety and price are my

top priorities, and Xiaomi meets both criteria, so I’m

considering buying.” Consumer C: “Smart features

and driving experience are important to me, and

Xiaomi does well in these areas—I’d like to try it.”

These feedbacks indicate that Xiaomi cars have met

the needs of consumers in key purchasing factors and

stimulated their desire to purchase. Consumers D and

E further emphasized the importance of brand image

and emotional resonance. In addition, Consumers D

and E further emphasized the importance of brand

image and emotional resonance. Consumer D:

“Design and brand image are crucial to me, and

Xiaomi performs well in both, making me want to

purchase.” Consumer E: “Xiaomi’s marketing

strategies have deepened my connection to the brand,

and I’d gladly consider buying.” These responses

demonstrate that Xiaomi Automotive effectively

enhances consumers’ purchase intentions through its

product features, brand image, and marketing

strategies.

5 DISCUSSION

5.1 The Creative Network in Xiaomi

Automotive's Brand Building

The creative network involved in Xiaomi

Automotive's brand building encompasses

collaborative relationships across various domains,

including brand planning teams, designers, and

marketers. These teams work collectively to integrate

Xiaomi's brand philosophy into its automotive

products, thereby creating a distinctive brand culture.

For instance, Xiaomi Automotive’s designers focus

on blending technology with aesthetics to produce

models that are both technologically advanced and

aligned with the aesthetic preferences of young

consumers. Meanwhile, marketers employ innovative

strategies, such as social media marketing and online-

offline interaction, to enhance brand visibility and

influence.

Social media operators and content creators also

play a crucial role in Xiaomi Automotive's brand

building. By producing engaging and valuable

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content, they capture the attention of young consumers

and foster stronger interaction between the brand and

its audience. Additionally, fan communities are

instrumental in co-creating the brand (Duan, 2024).

Xiaomi Automotive actively encourages fans to

participate in brand activities, provide feedback, and

share suggestions, fostering a positive and mutually

beneficial relationship between the brand and its

consumers.

5.2 The Transition from "

Cost-Performance" to "Premium

Branding" as Symbolic Capital

Xiaomi Automotive has gradually transitioned its

positioning from a "cost-performance" brand to a

"premium brand," achieving a transformation of

symbolic capital (Zhang, 2024). This shift is reflected

not only in the quality and performance of its products

but also in its brand image and marketing strategies

(Su, 2024). Xiaomi Automotive has enhanced its

product quality, optimized user experiences, and

strengthened its brand presence to build a high-end

brand identity. Simultaneously, its marketing

strategies have increasingly emphasized storytelling

and the dissemination of brand culture, aiming to

attract young consumers who aspire to a high-quality

lifestyle (Wang, 2024). By focusing on these aspects,

Xiaomi Automotive has successfully shifted

consumer perceptions, aligning itself with the

expectations of a premium brand.

5.3 Alignment of Brand Positioning

with Young Consumers’ Taste

Structures

The brand positioning of Xiaomi Automotive aligns

closely with the taste structures of young consumers.

This demographic values personalization, pursues a

high-quality lifestyle, and has a strong preference for

technological sophistication and innovation (Mei,

2023). Xiaomi Automotive meets these expectations

by offering intelligent and electric vehicle products

that satisfy young consumers’ demand for cutting-

edge technology and innovation. Furthermore,

through its unique brand culture and marketing

strategies, Xiaomi resonates with young consumers'

values, fostering stronger brand loyalty.

6 CONCLUSION

The findings of this study indicate that Xiaomi

Automotive has achieved notable success in brand

recognition, image building, and marketing strategy

implementation. The research concludes that Xiaomi

Automotive has effectively transitioned from a "cost-

performance" brand to a "premium brand," achieving

a strong alignment with the taste structures of young

consumers. This study provides valuable insights for

the future of brand building and marketing in the

smart electric vehicle industry. In particular, it sheds

light on how companies can use brand culture to

resonate with young consumers. Future research

should focus on the interaction mechanisms between

brand culture and consumer behavior, as well as on

the development of long-term brand loyalty. Such

research can provide systematic theoretical support

for industry practices.

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