Xiaomi arrives in Europe with its lifestyle accessories … and more so similar?

by bold-lichterman

Xiaomi wants to continue its expansion. The Chinese smartphone brand – which became the sixth largest in the world in terms of sales last year, according to a TrendForce study – will soon land in Europe. It was Hugo Barra, the vice-president of the firm, who announced it at Mobile World Congress from Barcelona, reports Cnet.

It will be a timid arrival, however, as the company has only planned to open an online store. Besides, on Mi Store, the brand’s smartphones will not be available. Only accessories, the Mi Band connected watch, helmets, headphones, etc. will be marketed. “We see ourselves more and more as a lifestyle brand,” said Mr. Barra.

But the news should be taken seriously, given the company’s success in China. Xiaomi may be looking to make its brand known to European consumers, before investing more fully.

Xiaomi has managed to gain strength in the smartphone market in China. The heavyweight of the sector, the South Korean Samsung, has also paid the price: he was relegated to second place on the podium in the country by Xiaomi who took the lead, according to an IDC study. Globally, the brand sold 60 million terminals last year. The company was only founded in 2010.