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On the forum they can ask questions, they can actually talk to us directly, make suggestions – and those are suggestions that we can implement into our future devices. For instance, this week we’re launching our Mi MIX 3, which is our latest flagship smartphone. With that, and the original and the second versions of our Mi MIX device, we took
a lot of our fans’ input to then develop it into the product itself.
The company taps into its fan base to support the business. For example, Xiaomi asks users to suggest new features, and then lets them vote each week
on which to incorporate into the operating system. Every Friday at 5pm (Beijing time), Xiaomi issues an update to the MIUI that includes the most popular new features.
How does the Mi fandom affect the culture internally?
A lot of the employees at Xiaomi have previously been fans. For instance, our current community manager, who handles engagement on our forum with the Mi Fan base, had previously been following us for about six years. He’s one of the early adopters of Xiaomi in the UK, even before joining he was one of the users of a Xiaomi smartphone.
I think a lot of people buy products and then don’t really get to interact with the brand, whereas for Xiaomi we’re very different. We love it when fans talk to us and just tell us what they’re doing or not doing with the products.
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