Monday , October 3 2022

China's Xiaomi comes to the UK with phones, wristband and scooter


Xiaomi Mi 8 ProImage copyright

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Xiaomi Mi 8 Pro differs from transparent glassware

Xiaomi – the world's fourth best handmade maker – has added the UK to be an increasing list of markets.

The Chinese company's starting line for the country includes three smart phones, fitness tracker wristband and electric scooter.

It also opens a shop at Westfield Shepherd's London City shopping mall, which also has an Apple store.

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

Xiaomi has a good reputation for pricing its products competitively and trying to maximize the earnings by prioritizing the number of earners.

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Getty Images

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The Xiaomi electric scooter will go for sale in the UK, despite the fact that it can not be legally used along roads or other public places

Earlier this year, he announced that he would limit the net profit margins of its hardware product to 5%, suggesting that the move would help to convince customers, it was a brand that could be trusted.

According to the IDC market research company, only smart Huawei phone sales are going on in terms of growth among the main makers.

Company Smartphone shipments July-September Change year after year in shipments 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%
Others 119.9 million -19.9% 33.8%
Total 355.2 million -6.0% 100.0%

Source: IDC – based on preliminary data

The leading Xiaomi phone for the UK will be the Mi 8 Pro – an Android handheld with a fingerprint detector to hide behind 6.2in ​​(15.7cm) display, and the back of transparent glass that can be see some of its components.

It will start at £ 499. That is considerably less than the cost of premium models sold in the country by Apple, Samsung, HTC, Sony and Huawei, but it is compatible with the new OnePlus 6T price.

Co-founder of Xiang Wang told the BBC that Xiaomi plans to expand its range of products in the UK in 2019, and could also launch its Little Sub-brand.

And while he says that his company does not have any plans at present to hold one of the famous "flash sales" in the country – where limited amounts of a new device are sold for sale at a given time – he noted that he could be offered at a later date to help stimulate awareness.

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Getty Images

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Xiaomi operates more than 100 stores in China and aims to get 1,000 by 2020

"When Xiaomi comes into a country they are almost always growing rapidly," said Neil Mawston, of the Strategy Analytics consultancy.

"This has happened in India, Indonesia and Russia and now we see it grows very quickly in Spain.

"Those at risk of losing sales in the UK include Samsung, Huawei, TCL Alcatel, LG and ZTE – Apple's likelihood is safe because it plays in much higher price layers . "

Another expert added that it would be just a mistake to focus on the company's company ambitions.

"It's jaw-dropping out what Xiaomi's products are doing," said Ben Wood, from the CCS Insight consultancy.

"When you go to one of the stores in Hong Kong it's incredible – everything from robot enclosures to smart lamps to air purifiers to electric toothbrushes.

"But the big question to me is whether this is a market too far given that there is an unprecedented competitive intensity level, especially among smartphones."

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CCS overview

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The Xiaomi launch in the UK indicates that it is entering the fourth western European market

However, a third analyst said that the Chinese company could have chosen the perfect time to join the brittle.

"After the UK left the European Union, we may see consumers re-return on optional spending, making the average selling price declining moving forward," said James Smith of Futuresource Consulting.

"Should the consumer wallet be squeezed … we may see the growing demand for middle-range handhelds, a market where Xiaomi has a very strong offer."

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