Biz / Tech

Xiaomi opens more brick-and-mortar stores to woo users

A new store opened in the foot of local TV tower

Xiaomi Corp, which opened a new flagship store in Lujiazui during the weekend, aims to open 1,000 off-line stores in future, compared with 264 stores nationwide now. 

Xiaomi, which is well known for online marketing, is turning more attention on offline channels to target consumers. The brick-and-mortar stores are expected to help Xiaomi promote high-end smartphones and other consumer electronics, from fitness band, air purifier to electronic rice cooker, industry insiders said.

“We want to bring consumers top products and experience with both online and off-line channels,” said Wang Lingming, Xiaomi’s vice president in charge of sales and services. 

The online and offline sales of Xiaomi will become half-to-half in future, with more than 1,000 Xiaomi stores in China, compare with 70-to-30 now. The stores will attract users to buy not only Xiaomi smartphone, but also various smart home devices, Wang added.

In the new 200-square-meter Xiaomi store, which is at the foot of the landmark Oriental Pearl TV tower, Xiaomi sells devices including TV, router, speaker, air purifier and electronic rice cooker. 

Xiaomi is also testing technologies of “manless store” in Beijing, the company said.

The company is “seriously preparing” to enter the lucrative US market, Xiaomi chairman Lei Jun said recently.

Various media reports said Xiaomi is seeking an IPO valued about US$50 billion. But the company declined to comment on the issue.

ti gong / Ti Gong

Xiaomi opened a new store in Shanghai during the weekend.

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