Xiaomi’s social media strategy drives fan loyalty, books it $242m in sales in 12 hours
Apr09
Popular Chinese smartphone maker Xiaomi inspires the fierce loyalty of many fans — to call it a ‘cult of Xiaomi’ isn’t really that far-fetched when you witness the massive turnout of fans at their events, some of whom travel all the way from other parts of China into Beijing where Xiaomi’s events are typically held. Xiaomi fans are called ‘Mi Fen’ (米粉 in Chinese). The level of passion in these people is amazing. When I attended Xiaomi’s launch event for its Mi-3 Android phone and a 3D smart TV last year, security guards had to come out in full force for crowd control. It was pretty…
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