Culture and MiFan community

Culture and MiFan community

Culture and MiFan community

For any smart product manufacturer, Japan is a highly challenging and potential market. Japan has a fairly mature market and product layout system, solidified user habits, and considerable local R&D and manufacturing capabilities. Xiaomi must make progress in globalization and high-end development, it must make a difference in the Japanese market. How to maximize Xiaomi's advantages, bring convenience of Xiaomi ecosystem to users, and stimulate the market with the Xiaomi model, is a critical issue for Xiaomi International Department.

For any smart product manufacturer, Japan is a highly challenging and potential market. Japan has a fairly mature market and product layout system, solidified user habits, and considerable local R&D and manufacturing capabilities. Xiaomi must make progress in globalization and high-end development, it must make a difference in the Japanese market. How to maximize Xiaomi's advantages, bring convenience of Xiaomi ecosystem to users, and stimulate the market with the Xiaomi model, is a critical issue for Xiaomi International Department.

Role:

Creative Design

Category:

Digital Experience

Time:

2023.4 - 2023.7

Content:

Content:

Bring Xiaomi's brand characteristics of being close to users, youthful, and daring to explore into the Japanese market, expand the brand's communication channels with users, accelerate the process of breaking the ice for new brands and building user trust. Explore a more engaging and sustainable brand cultural communication strategy based on product characteristics.

Details:

Details:

  1. Fan Activities and Youthful Brand Strategy Plan

  • Participated in the conceptualization and execution of market promotion activities targeting productivity-oriented tablets and personalized smart bracelets, aimed at enhancing the engagement of overseas Xiaomi fans and the youthful brand image. Planned and organized two online prize competitions, the "Wallpaper Design Contest" and the "Bracelet Design Contest", and completed the planning, visual design, as well as the organization of work collection, statistics, and selection. The activities received tremendous response, with the wallpaper design contest accumulating over 3 million views and thousands of submissions, and the bracelet design contest accumulating over 4 million views and hundreds of submissions, as well as the participation of hundreds of netizens in the selection process. The activities closely integrated Xiaomi products with productivity and creativity, reinforcing the brand's exploration, creation, and youthful cultural essence's visibility within the fan community.


  1. Xiaomi Japanese Fans Activity Design Support

  • Participated in the planning of multiple fan activities, mainly responsible for visual design and video editing support. In order to bring closer to Japanese Xiaomi fans, explain product features better, and enable fans to experience the powerful product ecosystem from Xiaomi China, I planned offline experiential meetings, brand symposiums, and live streaming of new product experiences. I was responsible for the standardized design of visual content, including social media posters, presentation slides, and video editing for the product experience series videos, which were operated by the product planning department director as a personal IP. The Xiaomi fan activities have become a direct window for communication between Xiaomi and Japanese fans, with related tweets and videos receiving tens of thousands of views and extensive comments on average, and have also cultivated numerous core Xiaomi fans and content creators, establishing a close-to-fans corporate image and generating word-of-mouth effects.