Mi Community : A Closer Look At Xiaomi’s Secret Sauce

Mi Community 6

Every successful individual knows that his or her achievement depends on a community of persons working together. – Paul Ryan

Modern day marketing has fast become all about fostering a community of ardent fans. Fans who give feedback, fans who spread the word and fans who simply stand by the brand. No brand has evangelized this more than Xiaomi. The Chinese stalwart was amongst the first to embrace the benefits of having fervent followers and was so successful with the model that it is now being replicated ad nauseum. As the company crosses over 1,00,000 followers on the recently launched Mi Community in India, we had a chat with Jai Mani, Product Lead, to know more about it.

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