Xiaomi was established in April 2010，and is a mobile Internet company focusing on independent research and development of smart products. On August 16，2011，Xiaomi’s mobile phone was officially released. On October 30，2014，Xiaomi has surpassed Lenovo and LG to become the third largest smartphone manufacturer in the world，after Apple and Samsung. Xiaomi’s mobile phone adheres to the design concept of “born for fever”，researches and develops products based on massive big data analysis，uses social media to integrate marketing，builds fan culture，and opens up new paths for brand communication under the Internet thinking.