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Xiaomi and JD use big data to design ‘C2M Mobile Phone’ – and sell 10,000 in 11 minutes

Chinese e-commerce giant JD and device manufacturer Xiaomi sold 10,000 units of a jointly-produced mobile phone within 11 minutes.

The Redmi K30 5G Racing phone was developed by Xiaomi based on customer insights generated from big data provided by JD. Sales volume passed RMB2 million (US$280,500) within two minutes, with the unit price at RMB1999 ($280). 

More than 20,000 phones were sold within the day. 

 JD’s data revealed that most customers within the price range were females with higher educational backgrounds and above-average demand for device functions and CPU. The phone was designed with an upgraded CPU and with a mint green colour tone, shown by the data to be more attractive to female customers. JD’s data also supported the marketing strategy of the product, targeting around 1.2 million customers likely planning to replace their phones within two months.

“We have great confidence in the new C2M product,” said Xiaomi China VP Weibing Lu. “JD has been an important partner for Xiaomi, and we will work closely with JD on more C2M products in the future to better serve our customers.”

“JD has been continuously working on C2M products with our brand partners, and the Redmi K30 5G Racing version is the collective effort of JD, Xiaomi and Qualcomm,” said JD Mobile Devices president Daniel Tan. 

“C2M enables customers’ demands to directly reach upstream supply chain players, helping to optimise supply chain efficiency and reduce costs. This model enables us to keep improving the shopping experience.”

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