How Xiaomi used Douyin drama to sell an ecosystem, not single devices, for 618

From May 21 to June 5, 2024, Xiaomi ran “#100种澎湃科技生活#” (#100KindsOfHyperTechLife) with 21 creators and 21 videos. Skits, Vlogs and challenges placed Xiaomi 14 Ultra, Redmi K70, 小米智能门锁M20pro (Xiaomi Smart Door Lock M20 Pro), Redmi Book Pro 16 and 米家空气净化器 (Mijia Air Purifier) in family, couple, campus, gifting and street scenes. The repeated spoken line “买单品不如买生态” (Buying the Ecosystem Beats Buying Individual Devices) framed specifications and multi-product recommendations around 澎湃OS (HyperOS) whole-home connectivity, rather than treating each device as a standalone review.

The audience was urban professional women, Gen Z students, and young families and couples seeking convenience, quality of life and value. Xiaomi's 618 technology refresh campaign sent viewers to Taobao with “上淘宝搜小米官方旗舰店” (Search Taobao for the Xiaomi Official Flagship Store) to buy the same ecosystem products. There was no discount, urgency device or offline activation; searching for the store or product showcase was the consistent conversion route.