Xiaomi's Expansion into Europe Kicks Off With Smartphone Sales Launch in Spain

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Chinese smartphone maker Xiaomi is about to make good on stalled plans to expand into Western Europe, beginning with a sale launch in Spain on Wednesday. Xiaomi will initially offer to Spanish consumers its flagship Mi A1 device (229 euros) and its all-screen Mi Mix 2 smartphone (499 euros), pictured below.

In 2014, Xiaomi was briefly the world's most valuable startup in China, but intense competition from local rivals Huawei, Vivo, and Oppo saw its sales stall within two years.


Since that time, however, the company has overtaken Apple to become China's fourth largest mobile vendor by sales and has launched in dozens of other countries including Indonesia, Vietnam, Russia, the United Arab Emirates, and Ukraine, as part of a $1 billion overseas expansion drive.

The company also has a strong presence in India, where it currently comes second behind Samsung in smartphone sales. However, after past stumbles in more untested markets like Brazil, Xiaomi is now aiming for a more considered expansion across Europe.

"In order to be focused, we want to make Spain successful first," said Wang Xiang, Xiaomi's global sales VP, speaking to The Verge. "And then we can think of other markets and countries. We want to learn from the customers about the taste of European people."

Xiaomi had sold about 10 percent of its smartphones outside China since the middle of last year. However, the company also plans to sell other products in Spain, including internet-connected scooters, air purifiers, and coffee makers.

Tags: Spain, Xiaomi

Top Rated Comments

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35 months ago
I know 4:3 and 16:9 aspect ratios. Shouldn't 18:9 be reduced to 2:1? Heck, if they don't care about reducing the fraction, they could up it to 20:10!
Score: 5 Votes (Like | Disagree)
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35 months ago
Mi mix 2 is gorgeous. First non iPhone I’d consider
Score: 4 Votes (Like | Disagree)
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35 months ago

How do you even pronounce the company name?!

"Shiaomee"

Roughly.
Score: 4 Votes (Like | Disagree)
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35 months ago

Continuing in that long standing Chinese tradition of perfecting the knockoff...

At least Xiaomi is trying. They managed to outdo the rest of Android OEMs with the bezel-less Mi Mix, and they actually started to design their own SoC (called Surge). And they are not charging you an arm and a leg for a "knock off." Even better, Xiaomi supports their handsets, even the cheap low end ones, much better than other Android OEMs. Even their cheap Redmi lines gets updated with security patches.

Compare to Oppo/Vivo, who literally rip off iPhone design and color on almost every iteration of their phones, and then charge a premium on top of it.
Score: 3 Votes (Like | Disagree)
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35 months ago

It's a great lookin phone.

But {insert non-apple OS here}...

Ah, the trusty "like" gathering statement has been deployed already, in the first post no less.

Android is in many ways, an amazing and versatile platform. For most of my use cases, a small investment in learning and setup has allowed me to do things far more quickly and efficiently than iOS. It's only the likes of Touchwiz that ruin it for me and that certain apps only appear on iOS that mean I still carry around my 6S.
Score: 2 Votes (Like | Disagree)
Avatar
35 months ago

Ah, the trusty "like" gathering statement has been deployed already, in the first post no less.

Android is in many ways, an amazing and versatile platform. For most of my use cases, a small investment in learning and setup has allowed me to do things far more quickly and efficiently than iOS. It's only the likes of Touchwiz that ruin it for me and that certain apps only appear on iOS that mean I still carry around my 6S.

I’m thinking a large percentage of viewers on this website are Apple fans and prefer iOS. I know it’s a crazy idea, but give it some thought.
Score: 2 Votes (Like | Disagree)

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