Issue |
SHS Web Conf.
Volume 218, 2025
2025 2nd International Conference on Development of Digital Economy (ICDDE 2025)
|
|
---|---|---|
Article Number | 01008 | |
Number of page(s) | 6 | |
Section | Digital Finance: Innovation, Regulation, and Inclusion | |
DOI | https://doi.org/10.1051/shsconf/202521801008 | |
Published online | 03 July 2025 |
Analysis of New Energy Vehicle Marketing Strategy - Taking Xiaomi as an Example
College of Liberal Arts and Sciences, University of Illinois at Urban-Champaign, Champaign, United States
* Corresponding author: xzheng44@illinois.edu
The global automotive industry is accelerating its transformation to new energy vehicles, affected by climate change, energy crisis, and policy promotion. As a leading technology company in China, Xiaomi announced its entry into the new energy vehicle industry in 2021 and launched its first smart electric car Xiaomi SU7 at the end of 2023. This study analyzes the marketing strategy of Xiaomi’s new energy vehicles and explores its advantages and challenges in a highly competitive market environment. This paper adopts case analysis, data comparison, and policy analysis methods to discuss market segmentation, product differentiation, and channel expansion. The results show that Xiaomi has successfully shaped a differentiated competitive advantage by relying on its smart ecosystem, smart driving technology, and cost-effective strategy. At the same time, the combination of online direct sales and offline experience stores has increased market penetration. However, Xiaomi still faces challenges in brand awareness, supply chain management, and after-sales service. This study believes that Xiaomi should deepen the integration of smart ecology, optimize the supply chain, and increase investment in autonomous driving technology to enhance its market competitiveness.
© The Authors, published by EDP Sciences, 2025
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.