Top 10 secrets inside Xiaomi's marketing

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Fans gather at the Singapore MIUI fan meetup. [Sina Weibo]

6. Social media main marketing battlefield

Thanks to social media, good reviews can spread faster. Instead of outsourcing to an agency, Xiaomi has hired hundreds of staff for social media promotion and sees it as the primary marketing platform.

The hiring is also counter-traditional, as Xiaomi recruits content specialists. The number one requirement for them is not to make marketing plan but to act as product managers.

Marketing is no longer a one-way communication, but equal interaction any time at any place. To work with social media, staff should be able to explain products and their features clearly.