Research on Xiaomi’s Brand Strategy, Product Ecosystem, and Company Development

DOI

10.2991/978-94-6239-604-3_25How to use a DOI?

Keywords

Xiaomi; brand strategy; product ecosystem; AIoT; business model

Abstract

This paper studies Xiaomi’s brand position, product system, and company strategy. First, it examines Xiaomi’s brand concept of “touching people’s hearts, being honest with prices” and how it has changed. Second, it explains Xiaomi’s products, from smartphones to the AIoT ecosystem and Xiaomi cars, and explores the underlying mechanisms behind the effectiveness of its product strategy. The research adopts a literature review and case study approach, drawing on Xiaomi’s public reports, industry data, and relevant studies to analyze its business model. The results indicate that Xiaomi’s success is rooted in its “Triathlon” model, which integrates hardware, retail, and internet services, and is underpinned by a robust fan culture and user co-creation. More importantly, this model is also becoming in tune with a commitment to green sustainability, as shown by its ambitions to be self-operated carbon-neutral by 2040 and its emphasis on the practice of the circular economy in product creation and recycling. Another aspect noted in the study is that the expansion of the company to the automotive industry is a significant move towards the creation of a single smart life ecosystem. However, the research also identifies a series of challenges such as increasing the cost of R&D, the high level of competition in the global market, and the need to maintain innovation. On the whole, the case of Xiaomi demonstrates that brand culture and ecosystem synergy can be used to enhance the competitiveness and sustainability of the company in the global technological market.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ruofei Zhou
PY  - 2026
DA  - 2026/02/26
TI  - Research on Xiaomi’s Brand Strategy, Product Ecosystem, and Company Development
BT  - Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)
PB  - Atlantis Press
SP  - 228
EP  - 235
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-604-3_25
DO  - 10.2991/978-94-6239-604-3_25
ID  - Zhou2026
ER  -