Core Viewpoint - The article discusses Xiaomi's marketing strategy, particularly its recent product naming and positioning, which aims to generate buzz and attention in a saturated smartphone market. The strategy involves embracing criticism and leveraging it to enhance brand visibility and consumer curiosity, ultimately leading to potential sales growth [3][6][10]. Group 1: Marketing Strategy - Xiaomi's decision to skip the "1 6" model and directly launch the "1 7" series is seen as a tactic to create controversy and attract attention, even if it invites ridicule [3][4]. - The company understands that being criticized is less damaging than being ignored, and thus, it welcomes the attention generated by negative comments as a form of marketing [6][8]. - The article emphasizes that as long as the product quality is strong, negative perceptions can be transformed into positive outcomes, enhancing the product's market performance [6][10]. Group 2: Product Positioning - By positioning itself against Apple, Xiaomi shifts the competitive landscape, making it less likely to be compared with other Android brands, which could dilute its brand identity [8][10]. - The article suggests that the controversy surrounding Xiaomi's naming strategy has led to increased visibility, with consumers actively engaging in discussions about the brand in relation to Apple [8][11]. - The marketing approach is characterized as "段子营销" (joke marketing), where the perception of the brand can vary widely among consumers, leading to both ridicule and interest in the products [10][11]. Group 3: Industry Context - The smartphone industry is described as saturated, with numerous brands vying for consumer attention, making any form of visibility, even negative, a valuable asset [6][9]. - Competitors are portrayed as being frustrated by Xiaomi's ability to generate buzz without significant marketing expenditure, highlighting the effectiveness of its strategy [9][11]. - The article concludes that effective marketing, combined with strong product performance, can turn controversies into sales opportunities, positioning Xiaomi favorably in a competitive market [11].