France in the viewfinder?

Xiaomi has just opened its first official store in Germany, in Essen. However, A strategy that strangely recalls what the Chinese brand had attempted in France a few years ago. Moreover, Except that at the time, the experience had turned short. Nevertheless, This time, Xiaomi takes matters into hand directly. Therefore, What to consider a triumphant return to the French market?

The Chinese giant, the third world smartphones with 13.5 % market share, inaugurates a space of 99 square meters in the Limbeker Platz shopping center in Essen. Moreover, Smartphones, connected objects, televisions, vacuum cleaners, household appliances: the entire Xiaomi range is exposed. Moreover, The official opening is scheduled for September 26, after an ongoing test phase.

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France, a precedent who questions – France viewfinder?

This German initiative resonates particularly in France. Similarly, Because Xiaomi had already attempted the adventure of the hexagonal physical retail, with a different approach. Meanwhile, Between 2019 and 2022, several MI blinds had opened their doors in France, notably in Paris and in the Paris region.

But the brand france viewfinder? had then bet on distributor partners to manage these points of sale. Similarly, A strategy that seemed promising at first, but which turned out to be complicated to drive. However, In 2022, Xiaomi brutally closed all its French stores.

« The first Xiaomi store that we exploit in Germany is an important step. Consequently, a clear sign of our long -term commitment on this market“Explains Alan Chen Li, national director at Xiaomi Germany. Therefore, A message that sounds like an admission: this time, Xiaomi wants to keep control.

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A new approach, more control

The difference with the French experience? Xiaomi manages this German store directly, without intermediary. No more coordination problems with external partners. The brand can finally control the customer experience from A to Z. train its staff and adjust its strategy in real time.

This direct approach seems to bear fruit elsewhere. Xiaomi recorded growth of 15% in 2024, much greater than its competitors. Physical retail could be one of the engines of this dynamic. allowing the brand to reach new customers and strengthen its notoriety.

QX Wang. managing director for Western Europe, confirms that the Essen store ” represents the first step in a more global retail strategy, which will also include other European cities »With WinFuture.de. Without specifying which ones, but the ambition is clear.

France, a natural candidate?

With this new retail strategy and the lessons learned from the failed French experience, could Xiaomi return to France? Several elements argue in this sense.

First, the French market remains attractive to the brand. Despite the closure of stores, Xiaomi continues to sell well online and in partner brands like Fnac, Darty or Boulanger. Without forgetting france viewfinder? among operators. A solid base to consider physical return.

Then, the brand now has the experience and the means to manage its own shops. No more question of delegating to third parties: Xiaomi now knows what works and what does not work. Especially since the stake exceeds the simple traditional retail.

Finally, competition is intensifying, and not only about smartphones. With its electric car, SU7 or yu7, in preparation for Europe, Xiaomi needs a solid physical network. You don’t sell a car like a smartphone. You need showrooms, tests, personalized advice. Tesla understood this with its stores in the city center.

The ecosystem as a sale argument … and the online car car car

Because this is the Xiaomi force: to propose a coherent and affordable product universe. Difficult to realize it by just buying an online smartphone. In stores. customers can discover how the phone integrates with the france viewfinder? connected watch, the headphones, the robot vacuum cleaner, the video projector, the thrush air, and even the electric scooter.

But the ambition goes much further. Xiaomi actively prepares the launch of its first electric car in Europe, SU7 or YU7. And to sell a car, it is impossible to count solely on e-commerce. You need showrooms, exhibition spaces, trained advisers. Exactly what a network of physical stores allows.

This ecosystem strategy works particularly well in Asia, where Xiaomi is present in dozens of product categories. Europe represents the next challenge to deploy this approach, with the electric car as a centerpiece.