Group6
Zhu, CanLi, HeyiHu, JiayiZheng, Haixiang
Co-branding example: Xiaomi & Leica mobile phone photography- Product
- At the level of the product, the cooperation between Xiaomi and Leica is a full chain cooperation. The two brands jointly design and develop mobile phone photography lenses from the technical level, transplant the traditional camera brand image algorithms into mobile phone photography, integrate unique tones and colour filters, and provide analogue lens packages such as portrait lenses and soft focus lenses to choose from, together with the Leica watermark logo, so as to achieve in-depth cooperation. Starting from the Xiaomi 12, the imaging ability of Xiaomi mobile phones has been objectively improved, and it is among the high-end mobile phone photography camp.
- Price
- (1) Leica's co-branding with Xiaomi has brought a breakthrough in imaging technology for Xiaomi's mobile phones, while making the pricing tiers of Xiaomi's mobile phone range more diverse. User demand for different photographic quality and experience has allowed the Xiaomi mobile phone series to feature mid-range models and high-end products in terms of pricing, as well as more diverse user choices.
- (2) The addition of Leica's imaging technology not only didn't make consumers too resistant to the price, but also promoted the influence of both brands, especially in mainland China. This is thanks to the consistently affordable prices of Xiaomi's mobile phones, coupled with the current increase in people's spending power.
- Promotion
- Xiaomi and Leica jointly launched the photography competition, specially invited actor Songwen Zhang to serve as the "Xiaomi Image Explorer" in 2023, and cooperated to launch the official short film "Facing the Sea, Spring Flowers" of the Xiaomi Leica Photography competition. This is a way to demonstrate the power of co-branded products, while also increasing user engagement and brand exposure.
- Place
- The combination of online and offline, offline direct sales, online monopoly, Xiaomi 15 series in the Jingdong platform and Xiaomi jointly launched the "one step ahead of the others" program, providing a limited number of new products in stock, so that consumers can quickly have the new machine, experience cutting-edge technology.
- In the cross-border cooperation of national and global distribution, Xiaomi, as a successful cell phone manufacturer, has mature inventory management and logistics experience, and Leica, as a veteran camera brand, the two have combined to set up the "Xiaomi - Leica Optical Research Institute", which gathers some of the elites of both sides for research and development and sales, and broadens the global market with product sales.
- Demonstration at several exhibitions to provide consumers with the opportunity to try it out, such as at the Mobile World Congress in Barcelona, where the Xiaomi 14 series was demonstrated to be the first to give consumers a taste of what it's like to be a part of it.
- What can be done better?
- In the promotion of cooperation, Xiaomi's propaganda language of each generation contains "Leica", and some over-rely on Leica for marketing selling points. Compared with Huawei's slogan, which is also cooperating with Leica, Huawei's slogan has its own characteristics and does not mention Leica excessively, which can make consumers more impressed with Huawei.
Zhu, Can
Li, Heyi
Hu, Jiayi
Zheng, Haixiang
Co-branding example: Xiaomi & Leica mobile phone photography
- Product
- At the level of the product, the cooperation between Xiaomi and Leica is a full chain cooperation. The two brands jointly design and develop mobile phone photography lenses from the technical level, transplant the traditional camera brand image algorithms into mobile phone photography, integrate unique tones and colour filters, and provide analogue lens packages such as portrait lenses and soft focus lenses to choose from, together with the Leica watermark logo, so as to achieve in-depth cooperation. Starting from the Xiaomi 12, the imaging ability of Xiaomi mobile phones has been objectively improved, and it is among the high-end mobile phone photography camp.
- Price
- (1) Leica's co-branding with Xiaomi has brought a breakthrough in imaging technology for Xiaomi's mobile phones, while making the pricing tiers of Xiaomi's mobile phone range more diverse. User demand for different photographic quality and experience has allowed the Xiaomi mobile phone series to feature mid-range models and high-end products in terms of pricing, as well as more diverse user choices.
- (2) The addition of Leica's imaging technology not only didn't make consumers too resistant to the price, but also promoted the influence of both brands, especially in mainland China. This is thanks to the consistently affordable prices of Xiaomi's mobile phones, coupled with the current increase in people's spending power.
- Promotion
- Xiaomi and Leica jointly launched the photography competition, specially invited actor Songwen Zhang to serve as the "Xiaomi Image Explorer" in 2023, and cooperated to launch the official short film "Facing the Sea, Spring Flowers" of the Xiaomi Leica Photography competition. This is a way to demonstrate the power of co-branded products, while also increasing user engagement and brand exposure.
- Place
- The combination of online and offline, offline direct sales, online monopoly, Xiaomi 15 series in the Jingdong platform and Xiaomi jointly launched the "one step ahead of the others" program, providing a limited number of new products in stock, so that consumers can quickly have the new machine, experience cutting-edge technology.
- In the cross-border cooperation of national and global distribution, Xiaomi, as a successful cell phone manufacturer, has mature inventory management and logistics experience, and Leica, as a veteran camera brand, the two have combined to set up the "Xiaomi - Leica Optical Research Institute", which gathers some of the elites of both sides for research and development and sales, and broadens the global market with product sales.
- Demonstration at several exhibitions to provide consumers with the opportunity to try it out, such as at the Mobile World Congress in Barcelona, where the Xiaomi 14 series was demonstrated to be the first to give consumers a taste of what it's like to be a part of it.
- What can be done better?
- In the promotion of cooperation, Xiaomi's propaganda language of each generation contains "Leica", and some over-rely on Leica for marketing selling points. Compared with Huawei's slogan, which is also cooperating with Leica, Huawei's slogan has its own characteristics and does not mention Leica excessively, which can make consumers more impressed with Huawei.
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