Portfolio2024

Localized Marketing Design

For any smart product manufacturer, Japan is a challenging and promising market. Japan has a fairly mature market and product layout system, well-established user habits, and considerable local R&D and manufacturing capabilities. Xiaomi is advancing globalization and high-end development, and must make an impact in the Japanese market. How to maximize Xiaomi's advantages, bring the convenience of the Xiaomi ecosystem to users, and stimulate the market with the Xiaomi model is an important issue for Xiaomi's international department.

Role:

Creative Design

Category:

Digital Experience

Time:

2022.6 - 2023.7

Content:

Understand the needs and cultural habits of local users, explore unique and efficient communication channels, build design standards and design assets that not only meet Xiaomi's brand image, but also meet the needs and opportunities of the Japanese market, and expand the brand's influence through reasonable communication strategies.

Details:

Localized Marketing Design Support

Project Background: With Xiaomi Japan's transition to direct sales, there was a need to combine domestic promotion experience with local market realities to form a localized marketing strategy and brand image in Xiaomi's style. The growing product categories demanded standardized and iteratively designed outputs while ensuring increased media exposure and market attention for the flagship model in late 2022.

Design Execution: Taking the 2022 flagship product (12T Pro) pre-launch as an example, the marketing team agreed on the "Smartphone Evolution" theme, aiming to highlight the innovation stagnation in functionality and user experience of local Android models in the Japanese market. For the visual design, we combined the classic visual imagery of "evolution" with the concept of "dawn breaking," incorporating the product's primary colors. This resulted in the first pre-launch poster, which set the overall design style for subsequent countdown teasers. We also assisted in modifying the product's KV, establishing a visual impression based on color and texture for Xiaomi Japan's high-end product line.

Design Outcomes: Using the aforementioned 2022 flagship product as an example, the initial teaser poster garnered over 2 million views and 10,000+ shares, sparking widespread discussion among Japanese netizens and even trending in China. Subsequent promotional tweets successfully established Xiaomi's brand image as an "exploratory" tech company. Post-launch, the product's minimalist and stylish poster style, coupled with photography and fast-charging as key feature points, solidified Xiaomi's image as a premium overseas flagship.

Long-term Support: Xiaomi is currently in the exploration and expansion phase in the Japanese market. During the internship period, I fully supported one annual flagship project and three non-flagship product projects, assisted with 10+ new product launches, 20+ localization design adjustments, and numerous design updates for existing products. The design outputs covered offline sales, mainstream e-commerce platforms, and social media. The social media content exceeded local brands in brand exposure, with several promotional articles reaching millions of views and tens of thousands of shares for key products and activities, leading to a broader understanding of Xiaomi's product lineup and brand culture.

Localized Marketing Design Support for Xiaomi's Model

Project Background: With Xiaomi Japan's transition to direct sales, there was a need to combine domestic promotion experience with local market realities to form a localized marketing strategy and brand image in Xiaomi's style. The growing product categories demanded standardized and iteratively designed outputs while ensuring increased media exposure and market attention for the flagship model in late 2022.

Design Execution: Taking the 2022 flagship product (12T Pro) pre-launch as an example, the marketing team agreed on the "Smartphone Evolution" theme, aiming to highlight the innovation stagnation in functionality and user experience of local Android models in the Japanese market. For the visual design, we combined the classic visual imagery of "evolution" with the concept of "dawn breaking," incorporating the product's primary colors. This resulted in the first pre-launch poster, which set the overall design style for subsequent countdown teasers. We also assisted in modifying the product's KV, establishing a visual impression based on color and texture for Xiaomi Japan's high-end product line.

Design Outcomes: Using the aforementioned 2022 flagship product as an example, the initial teaser poster garnered over 2 million views and 10,000+ shares, sparking widespread discussion among Japanese netizens and even trending in China. Subsequent promotional tweets successfully established Xiaomi's brand image as an "exploratory" tech company. Post-launch, the product's minimalist and stylish poster style, coupled with photography and fast-charging as key feature points, solidified Xiaomi's image as a premium overseas flagship.

Long-term Support: Xiaomi is currently in the exploration and expansion phase in the Japanese market. During the internship period, I fully supported one annual flagship project and three non-flagship product projects, assisted with 10+ new product launches, 20+ localization design adjustments, and numerous design updates for existing products. The design outputs covered offline sales, mainstream e-commerce platforms, and social media. The social media content exceeded local brands in brand exposure, with several promotional articles reaching millions of views and tens of thousands of shares for key products and activities, leading to a broader understanding of Xiaomi's product lineup and brand culture.