XIAOMI(HK:01810) 虎嗅APP·2025-03-22 13:59Core Viewpoint - The article discusses the rising trend of factory tourism, particularly focusing on Xiaomi's factory tours, which have become highly sought after, akin to popular tourist attractions. This phenomenon reflects a shift in consumer behavior where factory visits are now seen as both entertaining and educational experiences, allowing consumers to engage with brands in a unique way [2][28]. Group 1: Factory Tourism Popularity - Factory tours have transformed from industrial visits to popular tourist attractions, with Xiaomi's factory becoming a prime example, where tickets are in high demand and even resold for significant amounts [3][10]. - The phenomenon of factory tourism is not new but has gained momentum, with over 20,000 related posts on Xiaohongshu in 2024, indicating a growing interest among consumers [15]. - Companies like NIO and BYD have also embraced factory tours, with NIO receiving over 130,000 visitors and online views exceeding 4 million [17]. Group 2: Consumer Engagement and Experience - Factory tours now offer free snacks, meals, and interactive experiences, making them appealing to visitors who can enjoy a luxurious experience at little to no cost [5][20]. - Visitors can participate in DIY projects and educational activities, enhancing the overall experience and providing a sense of value beyond traditional tourism [7][20]. - The strict regulations and unique experiences offered during these tours create a sense of exclusivity and excitement, akin to a theme park experience [10][14]. Group 3: Marketing Strategy for Companies - Companies are increasingly using factory tours as a marketing strategy to generate consumer interest and social media buzz, often yielding better returns than traditional advertising methods [30][34]. - The shift towards factory tourism aligns with historical practices where companies like Citroën invited consumers to visit their factories, setting a precedent for modern marketing strategies [31]. - The success of factory tours is evident in the significant increase in sales for companies like Tesla, which saw a 12.8% rise in sales after offering factory tour opportunities to customers [34]. Group 4: Economic Benefits for Consumers and Companies - Factory tours provide consumers with cost-effective entertainment options, often at a fraction of the price of traditional tourist attractions, making them an attractive alternative [24][44]. - The concept of factory stores has emerged, allowing consumers to purchase products directly from manufacturers at discounted prices, further enhancing the appeal of factory visits [43]. - Both consumers and companies benefit from this trend, as consumers enjoy unique experiences and savings, while companies gain valuable marketing exposure and potential sales increases [44][45].