Winning Consumer Trust: An Analysis of Xiaomi's Unique Digital Marketing Path

Abstract

In the context of the global digital economy’s rapid development, the deep integration of the internet and social media has not only reshaped consumer behavior patterns, but also made digital marketing a core driver for enterprises to seize market share and achieve sustainable growth. This paper takes Xiaomi, a representative enterprise in the global consumer electronics and smart manufacturing industries, as a case study. The study reveals that in the pre-launch phase, Xiaomi effectively captures target audience traffic and builds initial brand trust through three core approaches: multi-platform social media synergy, founder-led brand storytelling, and meme-driven user-generated content (UGC) campaigns. After entering the market, Xiaomi further strengthens its competitive edge by implementing a competitive pricing strategy and deepening social interaction. The core logic of these strategies lies in continuous trust penetration (solidifying user trust through consistent brand behavior) and user co-creation (letting users participate in the brand’s value chain to enhance user loyalty). Finally, the paper provides targeted recommendations: for Xiaomi’s global expansion, it suggests adapting digital marketing strategies to local cultural contexts and platform characteristics; for marketing technology upgrades, it proposes increasing investment in big data and artificial intelligence to improve user portrait accuracy; it also offers insights for marketing innovations in other industries, such as the application of the trust + co-creation model in the fast-moving consumer goods and service sectors.