Analysis Of Marketing Strategy Of Xiaomi Smart Home In China Under The Background Of New Retail

Xiaomi is a new retail company that can provide a complete set of smart home solutions and achieve a high level of online and offline integration.Through the detailed investigation and analysis of Xiaomi smart home in the new retail background,combined with stp marketing thoory and 4c marketing theory to analyze its marketing strategy,this paper find the advantages and disadvantages of Xiaomi smart home and the success and marketing strategy.Challenges and recommendations.I hope to provide valuable information for the transformation of new retail of smart home retail enterprises,provide targeted advice for Xiaomi smart home marketing strategy,and promote the better development of Xiaomi smart home.This paper uses literature methods,interview methods,case analysis methods and other methods to conduct research.Understand the development process,business model,advantages and disadvantages,new retail features and other information of Xiaomi smart home.Analyze the marketing strategy of Xiaomi Smart Home from four aspects: customer demand,cost control,consumer convenience and consumer communication.Pointed out the challenges faced by Xiaomi’s smart home marketing,and put forward targeted suggestions for channel construction,market promotion,product quality control,product innovation,new technology application,and efficiency improvement.Based on the definition of new retail by many entrepreneurs and scholars,this paper considers that new retail is a redefinition of traditional retail,and summarizes three characteristics of new retail.First,the new retail is more consumer centered in marketing concept.Second,the new retail online and offline plus modern logistics to achieve a highly integrated development.Third,new retail strengthens the application of new technologies and focuses on shopping experience.Combined with the marketing challenges Xiaomi faces,this paper gives some suggestions.First,accelerate the offline channel layout and offline marketing publicity.Second,strengthen the publicity of Xiaomi smart home,focusing on the high-quality image of products.Third,we need to create an innovative corporate culture and strengthen the ability of product innovation.Fourth,strengthen the application of artificial intelligence,big data and other new technologies.Fifth,strengthen organizational management and build an efficient management platform.Combined with the case of Xiaomi smart home new retail,this paper believes that traditional retail enterprises should be improved from three aspects.First,imitate or innovate to form their own positioning and business model.Second,build a digital retail enterprise with consumers as the center.Third,make clear the valueproposition: convenience,novelty and value for money.