A leading Chinese smartphone manufacturing company Xiaomi is all set to launch a dedicated Mi Community in India. The move apparently focuses on attracting more potential buyers and fans from all across the country. However, we visited the official community page on the company’s website from where all we could decipher that it’s something that Xiaomi considered essential to execute brand engagement and marketing activities seamlessly.
As a result, the Mi India Community, which is set to go live on 20th June, will bring a portal to allow fans share feedback, participate in contests, join events, suggest new ideas, get a whole social networking experience and win exclusive gifts and prizes. But not to forget – it’s all a marketing gimmick at the end of the day.
However, such community-driven activities and pop parties by the company are the norm for Mi Fans in China. In China, Xiaomi does this almost every week to keep its fans engaged with itself. And why it shouldn’t be. After all, fans in China consider it as a proud thing to be a part of such communities. Such marketing strategies unquestionably result into more interaction with fans instead of doing the same with some traditional means of advertisements.
Xiaomi is looking to enroll 500 beta testers at this point, and the users that get picked out will be notified via email consisting a link to join the beta community site. Recently, Hugo Barra – Vice President at Xiaomi also made an announcement video indicating Mi party to arrive soon in India. However, the company will further reveal more details as soon as Mi Community goes live.
Since the last several months, the company is trying hard to regain its lost foothold in the domestic as well as an International market due to decreasing sale and increasing global competition. However, we are not sure if and how this will help Xiaomi to regain user’s trust like smartphone’s sale in the country especially since brands like Lenovo, Oppo, Vivo and others are already doing anything possible to make it harder.