Retail Strategy

Xiaomi launched a summer campaign distributing 600,000 “Visionary Personality Popsicles” with QR codes for fridge giveaways. The wrappers link traits like “embracing freshness” and “emotional stability” to its refrigerators’ tech features, blending experiential branding with Gen-Z appeal. Analysts note it converts technical specs into viral, relatable narratives, boosting store traffic by 40-60% through gamified scans offering product recommendations. The strategy avoids discounts, instead positioning appliances as lifestyle anchors via social-media-friendly engagement, aligning with Xiaomi’s “Lifestyle Electronics” focus on emotional-tech synergy.

A senior executive from a leading Chinese tech company shared positive observations about its retail performance following a recent store visit. The executive highlighted strong customer loyalty, a buoyant atmosphere, and excellent sales of premium products and new interest in the company’s upcoming electric vehicle. The remarks underscored the company’s successful expansion of brick-and-mortar stores, with expectations of reaching 20,000 stores by the end of the year, contributing significantly to revenue.