Xiaomi was positioned in the low-end market in the early days, focusing on Xiaomi's mobile phone brand and creating a good mobile phone for young people. Natural fever is the brand image of Xiaomi mobile phone. Recently, Xiaomi launched Xiaomi electric bicycle, which costs 2999 yuan. According to this price, enthusiasts will obviously feel that the price is higher. At the same time, the millet rice cooker launched some time ago is priced at 999 yuan. Although these products are still wrapped in Xiaomi's brand coat, the price has obviously started to rise. Whether for users or industrial products, Xiaomi products have begun to change and enter the high-end market.

As a powerful dual-core Android phone, Xiaomi's small hardware configuration is an eye-catching place for Xiaomi's mobile phone. Xiaomi products are positioned in enthusiasts' mobile phones, and the core selling point is actually high matching and soft and hard integration. Xiaomi is located in a fever, which complicates a simple mobile phone product and will discourage some users. Xiaomi was driven by enthusiasts in the early stage, but it doesn't mean that it is an enthusiast's mobile phone.

Finding the "blue ocean" of the market through brand positioning strategy is the key for enterprises to seize the opportunity and develop. The brand positioning strategy of Xiaomi may be inconsistent with the positioning theory, but we have to say that the market positioning of Xiaomi is accurate. The first is to subdivide the age and define the age in the range of 25-35. Through subdivision, it is found that people in this age group are economically independent, in the development period of their careers and easy to accept new things. Their consumption is fashionable and advanced, and they are willing to accept new things and like new attempts. Moreover, this crowd is huge and has strong spending power.