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中国领先的生活圈媒体群中国领先的生活圈媒体群
Focusmedia China Holding Ltd.
June, 2016
Tackle media strategy in i-worldBy Cindy Chen
中国领先的生活圈媒体群
An expert at media advertising
for 20+ years
Don Quixote riding on a
tyrannosaurus in the late cretaceous
中国领先的生活圈媒体群
Old days gone forever ……
30+ years ago, the world I was born and grew
We listen to
• Radio
• Newspaper
• Magazine
• Letter.
.
.
.
.
.
• TV
And
Daddy, Mummy
中国领先的生活圈媒体群
New world harshly stuns veterans…….
In new era, the world my kids were born and grow
They interact with
• i-pad
• i-phone
• i-TV
• i-radio
• i-friends
And listen to Meself
中国领先的生活圈媒体群
How to tackle media targeting i-generation?
中国领先的生活圈媒体群
Case sharing: Xiaomi in China smartphone market
Founded in 2010
By 2015, one of top 10 smartphone
companies worldwide
Top 1 sales in China market
100% online sales
born for fans
中国领先的生活圈媒体群
What makes the huge success of Xiaomi?
Mi really believes in
“In internet age, every company
is a media company!”
中国领先的生活圈媒体群
Warm up
Launch “Mi Liao”, a free
instant message service
to collect smartphone
fans
By 2012, Mi Liao attracts
17M users
中国领先的生活圈媒体群
Product development phase
Invite Mi Fans to discuss what
kind of functions they would love
to have
Mi Liao: mi community
Xiaomi official site: mi
community
Fully understand fans needs
for a smartphone.
Hence, Mi concluded to set its
market strategy as low price with
high performance
中国领先的生活圈媒体群
Production phase
Launch a video to communicate delicacy of production
Purely online channel
“An artistic trip of a piece of steal plate”
小米_An artistic trip.mp4
Keep fans attention and involvement: fans watch the birth of Mi
phone, feel like they produce it by themselves.
中国领先的生活圈媒体群
Sales phase
The long waited first day sale was a festival for Mi fans.
All sales are limited on 3 online channels.
First 200K phones were sold out in 29’36”
The forth round of sale 250k phones were sold out in 3’15”
中国领先的生活圈媒体群
After sales service phase
Users and fans continue to share experience with Xiaomi on Fans
sites.
Users and fans are kept to update new product activities
Further contribute to future product development
中国领先的生活圈媒体群
Media strategy of Xiao Mi
Unlike traditional
communication strategy,
Xiaomi fans starting from
product design and get
fans involved in every
steps of production.
Fans believe that they are
fully involved and Xiao Mi
is a Me product.
Ads Ads
Official site Fans / User
Word of mouth
Online
communication
Social media
Ads
中国领先的生活圈媒体群