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NANJING, China, 10 May 2018
When you think of a brand that makes friends with its users, what comes into your mind? Xiaomi takes it to a whole new level and our sincerity and passion in engaging with our Mi Fans has gained us a following worldwide.
Our connections with Mi Fans start from the top. Our high-ranking executives, including our founder and CEO Lei Jun, interact frequently with our fans on our MIUI forum, and even meet them in person at big parties like the annual grand event Mi Pop, where sometimes executives dance for fans and send out gifts.
You’ve also probably noticed that there’s always a special zone for Mi Fans at each of our launch event. We invite fans to our launch events so they get first hand news from our executives and are able to get a hands on our latest products, instead of hearing about us only through online mediums.
We cherish the connections with our fans. In our Beijing headquarters, there’s a big cupboard full of handmade gifts from our fans.
Our loyal fan base has become an integral part of our corporate culture. Nowadays our fans have a global presence, including markets we haven’t officially entered. For example, though we just announced our official entry into Spain, we have had a loyal Xiaomi following there for a long time. In fact, two of our first 100 MIUI beta testers in 2010 were from Spain.
Ahead of our official launch in Spain, we held a party with Spanish Mi Fans on 29 October. We randomly selected five fans to speak to one-on-one about their experiences with Xiaomi, their favorite products, and their suggestions and feedback.
Spanish Mi Fans at the party, including Alex (on the right in the front row), one of our first 100 MIUI beta testers in 2010
The five Spanish Mi Fans are: Alazne, 17, a science student; Izadi, 20, computer engineering student; David, a public servant; Jorge, 37, a computerized system administration; Raul, a civil servant.
From left to right: Alazne, Izadi, David, Jorge and Raul
How did you first hear about Xiaomi?
Alazne: I got to know Xiaomi through my dad, who joined the MIUI forum and bought me the first Redmi. We used to call it the “HongMi Red Rice 1”, and that was my first Xiaomi product and introduction to the company.
Izadi: I wanted to replace my old Nokia N95 and I decided to look into the Chinese market to find a better phone with a lower price. I found Xiaomi’s Mi 1. Objectively, it didn’t have the best specs, but I loved MIUI because I could personalize it. I also saw that there was a forum where I could get my questions answered and later I decided to import my M1S Youth Edition.
David: It was out of luck. At the time, I had a HTC Nexus One and I was looking for a custom ROM for that phone. Searching on the Internet I found the MIUI ROM. That ROM changed my phone, it was another way to know Android with a lot of focus on personalization. And that also changed my life because I got to know other like-minded MIUI fans who shared my interests.
Jorge: I learned about Xiaomi when I was searching the market to change my old phone. I found that people were talking about MIUI and I became interested.
Raul: Through MIUI forum.
What was your first Xiaomi device?
David: My first contact with Xiaomi was through the Mi 1S.
Jorge: The Mi 1S
Raul: Redmi 1
What’s your favorite product?
Alazne: Without a doubt my favorite device is the Mi 5 because of its design and functionality. I also really want to try the Mi MIX 2 in white.
Izadi: I don’t know if I could choose only one because I like so many, but I guess I would have to choose Mi 3. It is the device that I have had for the longest time and I have a lot of love and appreciation for it. From the Mi Ecosystem, I love the Mi LED Desk Lamp. I really love how it looks on my desk and its functions, despite its very simply design. And the device I would LOVE to have is without a doubt the Mi MIX 2. Right now, I have the Mi Note 2 and am very happy with it.
David: I love the smartphones. We have tried many but I really want the Mi MIX 2. It looks very elegant, it has very high quality and many bands. Also, I like the smart home products. They have great quality and come at an excellent price. I also would like to have the Mi Electric Scooter or a Mi TV 4! Oh my God, is really difficult to choose!!!
Jorge: I have to think… I prefer phones that are 5.5- or 5.7 inches so I would have to say the Mi Note 2 or the Mi MIX 2. They are not small but not excessively big and have great performance.
Raul: As a phone, I would love to have the Mi MIX 2 and the Mi 6 because of their specs. But I also would like to try many of Xiaomi’s gadgets!
What three words would you use to describe Xiaomi?
Alazne: MIUI, fans community and of course the characteristic orange color.
Izadi: Different, competitive, community
David: Made for fans, fans and fans. I think the community is the most important for Xiaomi.
Jorge: MIUI and its fans
Raul: MIUI, Fans, RCP (a Spanish term used to show quality-price relation)
A Spanish Mi Fan experiencing our headphones during the party
What do you want to tell Xiaomi?
Alazne: I want to remind Xiaomi not to forget about its origins and its fan sites like MIUI forum, which have given plenty of support and have achieved a lot of progress.
Izadi: Now that Xiaomi is growing so fast, please don’t forget your origins, don’t forget the fans and the community. Keep listening to us and if possible spoil us a little bit from time to time.
David: Never forget your roots, never lose track and become a multinational company that only thinks of money. Never leave your fans and fan sites. Listen to us, to the people that buy your products.
Jorge: Xiaomi, remember we love MIUI.
Raul: Your fans are the most important, keep listening to us.
Our relationship with Mi Fans is something we really treasure. They always encourage, support and inspire us. In our globalization journey, we always bear in mind that to never forget our roots and those who helped get us where we are now.