Abstract: The widespread popularity of MIUI (Xiaomi Phone) presents an increasingly maturing fans economy under the context of Chinese popular culture at present.The sales miracle of MIUI benefits from an established and mature fans culture production mechanism and a commercial operation mode derived from the mechanism.The sales marketing,on one hand,caters to the consumption logic of fashion culture by means of social network interaction and production mode of celebrities,and,on the other hand,inspires fans participation and initiative,realizes their self-satisfaction,brings them a sense of pleasure generated from social identity reversal at the same time creates a community heterotopias having a sense of belonging but also brewing being free and rebellion.Therefore,the popularity of MIUI is a typical case of mass culture’s production,consumption,and identity identification in a new media era.

Key words: fans culture, pleasure, identity identification；MIUI