“Apple of China” Xiaomi Throws Its Customers Parties At Exclusive Nightclubs
Xiaomi has been keeping the leading smartphone makers on their toes lately, as it is rapidly spreading its tentacles across the large and ripe market of China. Being referred to as the “Apple of China”, Xiaomi has been living up to its honored comparison title, both in terms of specifications of its products and the loyalty of its user base.
The company is ensuring the unwavering loyalty of its customers with a method many would flock to avail if given the opportunity. According to The Wall Street Journal, the company is cleverly garnering its customers by throwing parties for its users at the country’s “flashiest nightclubs.”
These parties are held for a few hundred fans at a time, every few weeks across China. The lucky customers chosen to attend the party are honored as the “VIP guest[s] of Xiaomi corp,” a reward for their support for the company.
“What is the secret to the Xiaomi brand?” asks co-founder Wanqiang Li. “My answer is customer participation. Xiaomi isn’t selling a product, but the desire to be a part of something.”
Industry analyst Ben Thompson says that what Xiaomi is ultimately selling isn’t electronics — it’s a “lifestyle.”
This support from the company is not just about heavy marketing, it is smart marketing, Apart from the parties, the company also holds festivals, engages heavily with its customers and fans, called “mi-fans” on social media, and even offers discounts to its devoted supporters.
The smart marketing is clearly paying off, as Xiaomi stands at a valuation of $45 billion already, just 5 years into its establishment. And this February, Xiaomi finally overthrew Samsung from the “China’s biggest smartphone seller” throne.
So if you’re in China and not a Xiaomi fan, what are you waiting for?