On the evening of October 31st, Xiaomi Corporation and Bilibili launched the “Come, buy justice!” Double Eleven Super Welfare live broadcast. That night, Xiaomi and Bilibili presented an unprecedented Double Eleven new gameplay, and the cumulative number of viewers of the live broadcast exceeded 15 million.
Xiaomi’s “B station live broadcast debut”: debut is the pinnacle
It is reported that the “Double Eleven Super Welfare Live Broadcast” between Bilibili and Xiaomi is the first large-scale commercial brand live broadcast opened by Bilibili. Xiaomi, as the first well-known brand to start broadcasting on station B, reached its peak when it debuted: the live broadcast lasted for 12 hours, and the number of viewers during peak hours broke a record of 15 million.
In the setting of live broadcast content, during the 12-hour live broadcast, a number of well-known UP masters at station B appeared one after another, and continued to share their unique recommendations and consumption concepts. Xiaomi’s newly released mobile phone, the Redmi Note 12 Pro, launched a “violent test”, showing the phone’s strong performance such as 210W fast charging, scratch-resistant and drop-resistant flexible straight screen, and 200-megapixel camera. The climax of the audience appeared in the dialogue session on “consumption justice” launched by “top stream” Luo Xiang at station B and Lu Weibing, partner of Xiaomi Group and president of China, two guests who are deeply loved by young people have an opinion on the current consumption concept. ‘s insights and comments on “consumer justice” have sparked heated discussions in the comment barrage area. 
(Lu Weibing and Luo Xiang have a conversation in the live broadcast of Xiaomi Station B)
In terms of interactive benefits, Xiaomi also brought a sincere “meeting gift” this time: not only free orders, mobile phones, TVs and other surprise gifts, but also more than 70 types of value-added gifts that are very popular among young people. All the good things were unveiled, including many popular “popular models” that were popular before, including the just-released mid-range machine experience ceiling Redmi Note 12 series, Redmi tablet suitable for student groups, Xiaomi notebook Air 13 with excellent appearance and performance, hard core The flagship Xiaomi Mi 12 pro series, as well as a series of smart home appliances such as washing and drying machines, 86-inch giant-screen smart TVs, air purifiers, and projectors, are all available to users at Station B at a super low price for Double Eleven.
It can be said that the content arrangement of this live broadcast fully caters to the preferences and viewing habits of young users. The dialogue between the UP host and the guests is also a golden sentence and a constant topic, which keeps the enthusiasm of the whole event at a high level. Different Double Eleven new gameplay and new forms.
B station millet combination: the same frequency resonance of values
As “the place with the highest concentration of young users on the Internet”, Bilibili currently accounts for 86% of users under the age of 35, which highly overlaps with the main user structure of many commercial brands. Beginning last year, station B was launched
The e-commerce live broadcast business hopes to create a consumption platform that understands young people better. After a year of exploration, Station B urgently needs a classic case so that the outside world can form a clear understanding of “station B-style live broadcast”.
For Xiaomi, young users have always been an important “basic disk” in its user composition, especially its Redmi brand, which is a technology brand mainly for young people. Committed to providing consumers with more extreme products and better quality at more honest prices.
It can be said that Station B and Xiaomi have a natural fit at the audience level – from young people, for young people, they always think about the logic of development from the perspective of young people. And Xiaomi’s brand influence is also the best “breaking point” that the live broadcast business of station B has been looking for.
It is worth mentioning that the theme of this live broadcast is set to “Come, buy justice!”. This theme setting with a strong attitude of young consumers not only cares about the preferences of the audience, but also highlights the values advocated by the event – today’s young people are more sober, independent and confident in consumption, and businesses should maintain business justice by maintaining business justice. , to protect the consumption justice of young people.
In this regard, Lu Weibing, partner of Xiaomi Group and president of China, admitted in the live broadcast that today’s young people’s consumption outlook is becoming more and more rational, and they are increasingly pursuing cost-effectiveness, which gives enterprises that adhere to commercial justice a development opportunity.
Lu Weibing said that from the day of its establishment, Xiaomi has regarded cost performance as the foundation of enterprise development, and the comprehensive profit margin of hardware only earning no more than 5% has become the company’s operating principle. This is the “commercial justice” that Xiaomi adheres to. In particular, its Redmi brand, after its independence in 2019, took “popularization of high-end products” as its brand mission, and used technology to make everyone in the world enjoy the beautiful life brought by technology – like the just released The Redmi Note 12 series, a mid-range product of 1,000 yuan, is equipped with a 120W fast charge and a 200-megapixel high-definition camera that are only equipped on the flagship machine of 3-4,000 yuan.
“Which track Redmi studies, the product experience and cost-effectiveness of which track will be greatly improved.” Lu Weibing concluded at the Redmi conference. Continuous technological innovation and inclusive technology support more people’s “consumption justice”: pay for love and buy more worthy products. Up to now, the global sales of the Redmi Note series has exceeded 300 million units.
Luo Xiang, a professor at China University of Political Science and Law who is loved by young people and the UP owner of station B with more than 25 million fans, expressed his high recognition of Xiaomi’s business philosophy in the live broadcast, “Young people’s consumption justice needs the support of businesses, this is business The responsibilities that justice needs to bear, consumer justice guides commercial justice, and conversely, commercial justice supports consumer justice.”
(Real-time screen of Xiaomi B station live broadcast)
The success of this Xiaomi Bilibili cooperation can be said to be a success with consistent values. On station B, young people who are rational, sober, and willing to pay for their love, and Xiaomi, which has always insisted on cost-effectiveness and emphasized innovation, have realized the “same frequency resonance and two-way running” of values. ‘s sense of business justice manually “likes”.
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