In December last year, Xiaomi launched a very cost-effective smartphone, namely the Xiaomi Mi Play. However, this handset has not become available for purchase outside of China. Today, a few months later after its debut in the domestic market, this phone has officially landed in the European market. It is available at the official flagship store in Ukraine.
The Xiaomi Mi Play is equipped with a 5.84-inch 1080×2280 resolution LCD touchscreen, the MediaTek Helio P35 chipset, the 4GB of memory, and 64GB of expandable storage. Currently, the device is priced at about $174 or 154 euros.
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In fact, the European smartphone market is a highly mature market and has a higher level of dependence on the channels. In its turn, Xiaomi wants to further expand overseas markets, and it is currently doing its best to win Europe. We mean (and Xiaomi is not keeping it hidden) this market has become a top priority for the company.
With the launch of the Xiaomi Mi Play in this European country, the manufacturer wants to show it will continue the high cost-effective strategy in the overseas markets, attracting consumers from low-income groups. But as you guess, in the future, Xiaomi should promote its brand’s popularity in the high-end smartphone market in Europe through more technological innovations and product quality enhancements, thereby expanding its consumer base while making profits.
Of course, there are also many competitors in the European market, such as Xiaomi’s ‘old friend’ Huawei. Huawei has experienced more than a decade of development in the European market. Through continuous innovation and perfect technology, it has finally been recognized by European consumers. In this sense, the Xiaomi Mi Play has certain challenges in entering the European market. Let’s see how it will perform.