Xiaomi Auto Marketing Strategy: SWOT and 4P Analysis
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Xiaomi Auto Marketing Strategy: SWOT and 4P Analysis

Shuai Chen 1*
1 Gould Academy
*Corresponding author: chenshuai070323@gmail.com
Published on 26 November 2025
Volume Cover
AEMPS Vol.245
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-569-1
ISBN (Online): 978-1-80590-570-7
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Abstract

This study examines Xiaomi Auto's marketing strategy using SWOT and 4P frameworks, with a focus on its entry into the competitive electric vehicle (EV) market in China. With a bold investment of $10 billion, Xiaomi, recognized for its technology products, entered the electric vehicle market and introduced the SU7 in 2024. The research assesses Xiaomi's advantages, such as its ecosystem integration, extensive user base, and competitive pricing strategy. Weaknesses, including limited automotive expertise and challenges with brand positioning, are also addressed. Xiaomi's growth opportunities are emphasized, especially in utilizing government incentives, technology convergence, and expanding into international markets. Examination is given to threats posed by intense competition, worries about safety, and doubts from consumers. Xiaomi's product positioning, pricing strategy, distribution methods, and promotional tactics are detailed in the 4P analysis, which emphasizes value-based pricing and ecosystem integration. In conclusion, the paper offers Xiaomi strategic recommendations that emphasize quality, after-sales service, and transparent communication as means to foster long-term consumer trust and loyalty in the automotive sector.

Keywords:

Xiaomi, Electric Vehicle, Marketing Strategy, SWOT, 4P Analysis

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Chen,S. (2025). Xiaomi Auto Marketing Strategy: SWOT and 4P Analysis. Advances in Economics, Management and Political Sciences,245,1-7.

References

[1]. Tian, J., & Zhang, L. (2024). Overview of Chinese new energy vehicle industry and policy developmet. Green Energy and Resources, 100075. https: //doi.org/10.1016/j.gerr.2024.100075

[2]. Zhang, T., Burke, P. J., & Wang, Q. (2024). Effectiveness of electric vehicle subsidies in China: A three-dimensional panel study. Resource and Energy Economics, 76, 101424. https: //doi.org/10.1016/j.reseneeco.2023.101424

[3]. Horwitz, J. (2021, March 30). Chinese smartphone maker Xiaomi to invest $10 billion in new EV unit over 10 years. Reuters. https: //www.reuters.com

[4]. Wu, S., & Mo, Y. (2024, March 29). Xiaomi takes aim at Tesla in Chinese auto market with $29, 870 electric car. Reuters. https: //www.reuters.com

[5]. Mao, T. (2025). Analysis of Xiaomi Auto’s marketing strategy. Advances in Economics, Management and Political Sciences, 186, 76–82. Atlantis Press. https: //doi.org/10.54254/2754-1169/2025.BL23677

[6]. Hu, X. (2025). Analysis of Xiaomi's Marketing Strategy. Advances in Economics, Management and Political Sciences, 158, 156-161. https: //direct.ewa.pub/proceedings/aemps/article/view/19765

[7]. Liang, Y., Zhou, Y., & Zhu, Z. (2023). The impact of Xiaomi’s marketing strategy on consumers’ purchase intention. BCP Business & Management, 38, 942–949. https: //doi.org/10.54691/bcpbm.v38i.3800

[8]. Xue, Y. (2025, March 18). Xiaomi CEO Lei Jun sees progress as firm lifts 2025 EV deliveries target by 16%. South China Morning Post. https: //www.scmp.com

[9]. Wang, Q., Fan, X., Fu, Z., & Wang, J. (2025). From smartphones to electric cars: A multidimensional analysis of Xiaomi’s brand extension and consumer perceptions. Journal of Strategic Marketing, 33(5), 685–706. https: //doi.org/10.1080/0965254X.2025.2520318

[10]. Ding, R., Chen, B., Wilson, J. M., Yan, Z., & Huang, Y. (2023). SRNI-CAR: A comprehensive dataset for analyzing the Chinese automotive market. arXiv preprint. https: //arxiv.org/abs/2401.05395

[11]. Business Wire. (2024, October 4). Xiaomi Auto’s first car a success, but shortcomings remain. Business Wire. https: //www.businesswire.com

[12]. Chen, Y., Dai, X., Fu, P., Luo, G., & Shi, P. (2024). A review of China's automotive industry policy: Recent developments and future trends. Journal of Traffic and Transportation Engineering (English Edition), 11(5), 867-895. https: //doi.org/10.1016/j.jtte.2024.09.001

[13]. Liu, L. (2024). Cross-market innovation: The dynamics of latecomer EV entrants. Journal of Technology Management & Innovation, 19(2), 85–101. https: //doi.org/10.1080/13602381.2024.2361281

[14]. Zheng, X. (2025). Analysis of New Energy Vehicle Marketing Strategy-Taking Xiaomi as an Example. In SHS Web of Conferences (Vol. 218, p. 01008). EDP Sciences. https: //doi.org/10.1051/shsconf/202521801008

References

[1]. Tian, J., & Zhang, L. (2024). Overview of Chinese new energy vehicle industry and policy developmet. Green Energy and Resources, 100075. https: //doi.org/10.1016/j.gerr.2024.100075

[2]. Zhang, T., Burke, P. J., & Wang, Q. (2024). Effectiveness of electric vehicle subsidies in China: A three-dimensional panel study. Resource and Energy Economics, 76, 101424. https: //doi.org/10.1016/j.reseneeco.2023.101424

[3]. Horwitz, J. (2021, March 30). Chinese smartphone maker Xiaomi to invest $10 billion in new EV unit over 10 years. Reuters. https: //www.reuters.com

[4]. Wu, S., & Mo, Y. (2024, March 29). Xiaomi takes aim at Tesla in Chinese auto market with $29, 870 electric car. Reuters. https: //www.reuters.com

[5]. Mao, T. (2025). Analysis of Xiaomi Auto’s marketing strategy. Advances in Economics, Management and Political Sciences, 186, 76–82. Atlantis Press. https: //doi.org/10.54254/2754-1169/2025.BL23677

[6]. Hu, X. (2025). Analysis of Xiaomi's Marketing Strategy. Advances in Economics, Management and Political Sciences, 158, 156-161. https: //direct.ewa.pub/proceedings/aemps/article/view/19765

[7]. Liang, Y., Zhou, Y., & Zhu, Z. (2023). The impact of Xiaomi’s marketing strategy on consumers’ purchase intention. BCP Business & Management, 38, 942–949. https: //doi.org/10.54691/bcpbm.v38i.3800

[8]. Xue, Y. (2025, March 18). Xiaomi CEO Lei Jun sees progress as firm lifts 2025 EV deliveries target by 16%. South China Morning Post. https: //www.scmp.com

[9]. Wang, Q., Fan, X., Fu, Z., & Wang, J. (2025). From smartphones to electric cars: A multidimensional analysis of Xiaomi’s brand extension and consumer perceptions. Journal of Strategic Marketing, 33(5), 685–706. https: //doi.org/10.1080/0965254X.2025.2520318

[10]. Ding, R., Chen, B., Wilson, J. M., Yan, Z., & Huang, Y. (2023). SRNI-CAR: A comprehensive dataset for analyzing the Chinese automotive market. arXiv preprint. https: //arxiv.org/abs/2401.05395

[11]. Business Wire. (2024, October 4). Xiaomi Auto’s first car a success, but shortcomings remain. Business Wire. https: //www.businesswire.com

[12]. Chen, Y., Dai, X., Fu, P., Luo, G., & Shi, P. (2024). A review of China's automotive industry policy: Recent developments and future trends. Journal of Traffic and Transportation Engineering (English Edition), 11(5), 867-895. https: //doi.org/10.1016/j.jtte.2024.09.001

[13]. Liu, L. (2024). Cross-market innovation: The dynamics of latecomer EV entrants. Journal of Technology Management & Innovation, 19(2), 85–101. https: //doi.org/10.1080/13602381.2024.2361281

[14]. Zheng, X. (2025). Analysis of New Energy Vehicle Marketing Strategy-Taking Xiaomi as an Example. In SHS Web of Conferences (Vol. 218, p. 01008). EDP Sciences. https: //doi.org/10.1051/shsconf/202521801008

Cite this article

Chen,S. (2025). Xiaomi Auto Marketing Strategy: SWOT and 4P Analysis. Advances in Economics, Management and Political Sciences,245,1-7.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Data-Driven Decision Making in Business and Economics

ISBN: 978-1-80590-569-1(Print) / 978-1-80590-570-7(Online)
Editor: Lukášak Varti
Conference website: https://2025.icftba.org/Bratislava.html
Conference date: 12 December 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.245
ISSN: 2754-1169(Print) / 2754-1177(Online)

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