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Business analysis of Xiaomi's phones with a target group of young women

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DOI: 10.25236/memssr.2021.006

Author(s)

Ye Tao

Corresponding Author

Ye Tao

Abstract

As one of the top five cell phone manufacturers in the world, Xiaomi has a large user base. However, a comparative study found that the proportion of female users of Xiaomi phones is lower than that of other cell phone manufacturers, such as Apple and Huawei. In order to enhance the appeal of Xiaomi phones to female users and increase the market share of Xiaomi phones, the article selected young women who like to take social selfies or play games as the target group through a series of analyses. After that, the article analyzed and studied the features and functions that women value in a cell phone, such as taking pictures and the appearance of the phone, through questionnaires, online surveys, and interviews. Finally, it is proposed that Xiaomi can provide personalized cell phones specifically for women, focusing on the color appearance, camera quality, photo function, and battery storage of the phone. Finally, product marketing is carried out through appropriate pricing, celebrity endorsement, and parallel online and offline channels. In conclusion, the female market has a huge imagination for Xiaomi phones and can be one of the directions for future development.

Keywords

Cellphone, young women, business strategy, camera function