Monday , March 1 2021

China's Xiaomi entered the UK with phones, handcuffs and scooters

Xiaomi Mi 8 ProImage copyright

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The Xiaomi Mi 8 Pro differs from the transparent glass

Xiaomi – the fourth best-selling mobile device manufacturer in the world – added Britain to an increasing list of markets.

The Chinese company's initial line of business includes three smartphones, a fitness band and an electric scooter.

It also opens a trade at London's Westfield Shepherd's Bush store, which also has Apple Store.

Launching expands its presence in Western Europe, where it is also active in Spain, France and Italy.

Xiaomi has a reputation for competitive pricing of its products and strives to maximize earnings by determining the volume above the earnings.

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The Xiaomie electric scooter will be sold in the UK, despite the fact that it can not legally be used on the road or in other public areas

Earlier this year, it was announced to limit the net profit margin of hardware products to 5%, suggesting that this move could help convince customers that it is a brand that could be trusted.

According to market research IDC research, only Huawei's sales of smartphones surpass it in terms of growth among major manufacturers.

Society Going smartphone in July and September Annual change of consignment The current market share
Samsung 72.2 million -13.4% 20.3%
Huawei 52.0 million 32.9% 14.6%
Apple 49.9 million 0.5% 13.2%
Xiaomi 34.3 million 21.2% 9.7%
Oppo 29.9 million -2.1% 8.4%
Other 119.9 million -19.9% 33.8%
in total 355.2 million -6.0% 100.0%

Source: IDC – based on preliminary data

Xiaomi's Home Sound Phone for the United Kingdom will be Mi 8 Pro – Android device with a fingerprint sensor hidden behind its 15 inches (15.7 cm) and transparent glass through which some of its components can be seen.

It will start at 499 pounds. This is considerably less than the premium cost model that Apple, Samsung, HTC, Sony and Huawei sold in the country, but fit the price of OnePlus's new 6T.

Co-founder Xiang Wang told the BBC that Xiaomi was planning to expand its product range in the United Kingdom in 2019 and could launch its own Poco sub-brand.

And while saying that his company currently has no plans to hold one of the famous "flash sales" in the country – in which limited quantities of the new device were sold in a given time – he said that they could be offered to a later date that helps to raise awareness .

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Xiaomi operates with more than 100 stores in China and aims to have 1,000 to 2020

"When Xiaomi enters the country, it almost always grows fast," commented Neil Mawston, a consultant strategy for Analytics.

"This has happened in India, Indonesia and Russia, and now we see it growing rapidly in Spain.

"Those who are most exposed to sales losses in the UK include Samsung, Huawei, TCL Alcatel, LG and ZTE – Apple is probably safe because it plays at much higher prices."

Another expert added that it would be wrong to just focus on the ambitions of the smartphone company.

"It's a chin to the drop in the amount of product that makes Xiaomi," said Ben Wood from CCS Insight's consulting company.

"When you go to one of its Hong Kong stores, that's incredible – everything from robotic vacuum cleaners to smart lights to air purifiers to electric toothbrushes.

"But the big question for me is whether this market is too far, given that there is already an unprecedented level of competitiveness here, especially among the smart phones."

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CCS Uvid

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Xiaomia's British launch marks its entry into the fourth market of Western European countries

However, the third analyst said the Chinese company might have opted for the perfect time to join the fight.

"After Britain has left the European Union, we may see consumers struggling for discretionary spending, which will result in a drop in average sales prices," said James Smith from Futuresource Consulting.

"If the consumer wallet is compressed … we may see increased demand for medium phones, a market where Xiaomi has a very strong offer."

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