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.

mi mix 2
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

johncarync Avatar
55 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)
jmh600cbr Avatar
55 months ago
Mi mix 2 is gorgeous. First non iPhone I’d consider
Score: 4 Votes (Like | Disagree)
Toutou Avatar
55 months ago
How do you even pronounce the company name?!
"Shiaomee"

Roughly.
Score: 4 Votes (Like | Disagree)
pika2000 Avatar
55 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)
CarpalMac Avatar
55 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)
FrenchRoasted Avatar
55 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)

Popular Stories

maxresdefault

Review: M1 Max MacBook Pro After Three Months

Wednesday January 19, 2022 11:30 am PST by
It's now been a few months since the M1 Pro and M1 Max MacBook Pro models launched in October, and MacRumors video editor Dan Barbera has been using one of the new machines since they debuted. Over on the MacRumors YouTube channel, Dan has shared a three month review of his MacBook Pro to see how it has held up over time and how it's changed his workflow. Subscribe to the MacRumors YouTube ...
iphone se 2020 top

New iPhone SE Likely to Launch in April Based on Production Timeframe

Wednesday January 19, 2022 6:44 am PST by
Apple suppliers will begin producing display panels for the third-generation iPhone SE this month, with final assembly of the device likely to start in March, according to information shared by display industry consultant Ross Young. Based on this production timeframe, Young believes the third-generation iPhone SE is likely to launch in the second half of April, or perhaps in early May at...
AirPods 3 New Firmware Feature

Apple Updates AirPods 3 Firmware to Version 4C170

Tuesday January 18, 2022 11:46 am PST by
Apple today released a new 4C170 firmware update for the AirPods 3, an update from the prior 4C165 that was made available in December. Apple does not offer details on what's included in new firmware updates for the AirPods‌, so we don't know what improvements or bug fixes the new firmware brings. There is no standard way to upgrade the ‌AirPods‌‌ software, but firmware is...
iPad Air Feature 2 green

New Apple Products Filed in Regulatory Database, Likely Including New iPhone SE and iPad Air

Tuesday January 18, 2022 6:11 am PST by
Apple today filed unreleased iPhone and iPad models in the Eurasian Economic Commission database, as spotted by French blog Consomac. The filings likely represent the rumored third-generation iPhone SE, fifth-generation iPad Air, and potentially more. The unreleased iPhone models have the identifiers A2595, A2783, and A2784, while the unreleased iPad models have the identifiers A2588, A2589, ...
iphone 5g mmwave

U.S. Airlines Warn of 'Catastrophic' Crisis With Impending 5G Rollout, AT&T and Verizon Agree to Delay Around Airports

Tuesday January 18, 2022 10:35 am PST by
Verizon and AT&T's upcoming rollout of new C-Band 5G technology could cause chaos and lead to widespread delays of passenger and cargo flights, major U.S. airlines said on Monday in a letter sent to the White House National Economic Council, the FAA, and the FCC (via Reuters). "Unless our major hubs are cleared to fly, the vast majority of the traveling and shipping public will essentially...
microsoft office icons

Microsoft Releases Office for Mac Update With Full Apple Silicon Support in Excel

Tuesday January 18, 2022 4:15 am PST by
Microsoft has released a new version of its Office for Mac productivity suite that includes an updated Excel app with 100% native support for Apple silicon machines. According to the release notes accompanying version 16.57, Excel will now run natively on Macs powered by Apple's M1-series processors without having to use the Rosetta 2 translation layer, which means anyone using a Mac with an ...
appleeducation

Apple's US Education Store Now Requires Institution Verification to Buy Discounted Products

Wednesday January 19, 2022 2:22 am PST by
Apple is now requiring that customers in the United States verify that they're active students, teachers, or staff members at an educational institution in order to access education discounts on products. Previously, little verification was needed for customers to purchase products through Apple's education store in the United States. Apple's education stores offer models of the iPad and Mac ...
iPhone 14 Mock pill and hole thumb

ProMotion Now Expected to Remain Exclusive to iPhone 14 Pro Models, Not Expand to Entire Lineup

Sunday January 16, 2022 8:56 am PST by
Continuing the tradition set with the iPhone 13 Pro, only the highest-end iPhone 14 models will feature Apple's ProMotion display technology, according to a respected display analyst. Ross Young, who on multiple occasions has detailed accurate information about Apple's future products, said in a tweet that ProMotion will not be expanded to the entire iPhone 14 lineup and will remain...
Beyond iPhone 13 Better Blue Face ID

Rumored iPhone 14 Pro Feature Delayed Until Next Year

Wednesday January 19, 2022 3:00 am PST by
Apple's long-rumored under-display Face ID technology will not be coming to the iPhone 14 Pro, according to recent reports. Based on the latest rumors, it now looks unlikely that the 6.1-inch iPhone 14 Pro and 6.7-inch iPhone 14 Pro Max will feature Face ID technology under the display as several reports claimed over the past year. Display industry consultant Ross Young, who often reveals ...