In a day the most anticipated mobile conference named the MWC 2018 will take place in Barcelona. Xiaomi will be there as well. We are waiting for the new border-less smartphone in face of the Xiaomi Mi MIX 2S. Many leaks have appeared on the net recently, and we know this handset is going to bring a new experience to the market. But the Chinese smartphone vendor suffered from poor sales in 2016. Although it’s been making great handsets even that time. So the company decided to activate its off-line sales by opening more Mi stores in China first. It has implemented what planned, but this is a continuous process. The next Mi store was opened today in Barcelona. This is the first authorized off-line store of the company in this city.
Last year when Xiaomi was standing at the edge of collapse, they revised their strategy. Xiaomi decided to stimulate the off-line sales by opening up to 200 new Mi stores in China. They did it. What’s more interesting, Xiaomi began officially entering other countries expanding its market geography. Now Mi products are offered in multiple markets including Vietnam, Indonesia, Egypt, the Philippines, and a couple of other countries. Earlier it entered the Indian, Malaysian and other markets. Thus Xiaomi brings a new ‘culture’ referring to the innovative smartphones and price-over-hardware ratio to less attractive markets. Many accuse the company not entering the US market, but it will happen in the nearest future, undoubtedly.
As for the Mi store in Barcelona, seems nothing special happened. As Xiaomi is a very popular brand in Europe, and in Spain especially. So this is a quite reasonable move. Moreover, by opening this off-line store in Barcelona the company clearly shows it is aiming not only at markets with low incomes, but at the toppest markets as well. As you remember, recently, it opened an identical store in Milan. Generally, there should be opened up to 2000 Mi stores worldwide. Looking at the pace Xiaomi works, this goal doesn’t look unreachable.