Founded by Lei Jun in 2010, Xiaomi prides itself on its “ecosystem” strategy -- selling not just smartphones but also a variety of gadgets and household products. It began expanding into western Europe in 2017.
Shoppers in Japan can buy Xiaomi phones and wearables starting next year, Nikkei Asian Review reports. Wang Xiang, head of international business, said the products will initially be sold exclusively through Xiaomi’s sales channels. The company hopes to eventually partner with wireless carriers, which sell most phones in Japan.
Xiaomi is currently the world’s fourth best-selling smartphone brand. Founded in 2010, the company originally became a global player by focusing largely on emerging markets. In recent years, though, it has branched into Western Europe. In 2018, it registered double-digit growth in global phone shipments despite a slowing market.
Wang said in 2017 that Xiaomi wants to open 2,000 stores within three years, with half of them overseas. That’s almost two a day!