Chinese tech giant Xiaomi expands into Western Europe, its top sellers Mi Mix 2 and Mi A1 leading its mobile phone line.
The move was officially launched in Madrid, Spain on Nov. 7, via the "Change the Game" event, with Xiaomi Senior Vice President Wang Xiang on the helm.
In an interview with The Verge, Xiang explained that he has been working with Xiaomi from day 1, which goes back in 2011, when the first Xiaomi Phone was launched. The move to western Europe is a huge step for the once self-described start-up company, which is now a globally recognized-brand.
Xiaomi has had a loyal following in Spain for a long time, with people patronizing a brand that they know only from Chinese online stores. But now, Xiaomi is partnering with Amazon and MediaMarkt, among others, to bring the brand closer to Spaniards.
The almost bezel-less Mi Mix 2 and Android One flagship Mi A1 will lead the Xiaomi phone line at €499 and €229, respectively. Other products like Mi Electric Scooter and Android TV Mi Box will also be available.
Xiang explained that Spain was chosen as its first European market as there are already a lot of fans and Xiaomi phone users there. "We don't even know where they buy the product," Xiang told The Verge.
Xiaomi's strongest point has always been value for money, the very reason it is a big hit for Spaniards. "We are making a premium product, but not selling it a premium price," said Xiang.
The Chinese company is known for relying heavily on digital marketing. With very limited resources, its long-term expansion plan, which started in Asia, is happening one country at a time. Xiang explained that they will move forward to other markets only when they have already succeeded in Spain. "We want to learn from the customers about the taste of European people," he said.
With a strong following in the United Kingdom, Germany, and Italy as well, it will not be a surprise if Xiaomi targets one of these European countries next.
