As smartphones gradually replace feature phones, the mobile industry is entering a new phase. With foldable phone technology maturing, the "foldable phone era" is on the horizon. Before unveiling patents and concept models for its foldable smartphone, Mi, the international brand of Xiaomi, engaged PowerCX to conduct consumer research and better understand the target audience for foldable phones.

Mi, a leading global technology company known for designing and manufacturing a wide range of consumer electronics, aimed to uncover key consumer insights—including user preferences, purchase drivers, barriers, use cases, and overall experiences. These insights would refine product design and guide future marketing strategies. The focus was on high-income consumers aged 20-54 in China's first- to third-tier cities, including both existing foldable phone users and those considering a future purchase.

PowerCX has strong capabilities in reaching consumer samples in the Chinese market. Leveraging JD.com’s big data on purchase history, PowerCX accurately identified users who had already purchased or shown intent to purchase foldable phones. On Xiaohongshu (RED), PowerCX reached out to foldable phone users directly via private messages in the real experience zones following new product launches. Through targeted advertising based on tag of mobile device on Douyin（TIKTOK）, PowerCX also identified the right audience. By analyzing behavioral data, PowerCX identified four distinct consumer segments and conducted in-depth analysis.