Tencent Technology News, January 21 — According to an internal document from Xiaomi, the company plans to significantly increase its sales through physical stores in China this year, aiming to double the number of mobile phones sold in physical stores compared to last year’s global offline sales. This signals a shift in Xiaomi’s strategy, moving away from its traditional online-centric approach.
In 2015, under the influence of its online sales model, Xiaomi ranked second among Chinese smartphone manufacturers. Despite being only five years old, the company launched its first mobile phone just three years after its inception. Last year, Xiaomi sold 70 million smartphones, falling short of its global shipment target by 12%. Meanwhile, local competitors like Lenovo and Huawei have also adopted the “online-exclusive†sales strategy in China.
China's smartphone market remains the largest globally, and most of Xiaomi's sales occur within this market. However, for the first time, growth in this market slowed down last year. To counter this, Xiaomi is looking to expand its retail presence, aiming to increase the number of physical stores from 50 to 500 this year.
“A lot of people think that Xiaomi is trying to expand offline quickly,†said a source familiar with the matter, who requested anonymity. “But the mi.com website will still be at the core of its business.â€
Analysts estimate that 40% of Xiaomi’s global sales in 2015 — about 28 million units — were sold offline. According to internal documents shared by sources, Xiaomi plans to sell 58 million smartphones through retailers in China this year, including partners such as Suning, Gome, and Dickson.
When asked for comments, Xiaomi stated that no specific performance targets have been set for this year. Suning and Gome did not immediately respond to requests for comment, while Dickson’s marketing manager mentioned that Xiaomi would become an “important part†of their smartphone sales but provided no further details.
Xiaomi, valued at approximately $45 billion, is China’s most valuable tech startup. However, analysts are questioning its valuation after it failed to meet its sales target of 80–100 million smartphones last year.
Consumer preferences are becoming more polarized. Some customers prefer cheaper models, while others opt for high-end devices from established brands like ZTE. Xiaomi’s product lineup sits between these two extremes, leading to a decline in market share.
Partnering with retailers could help Xiaomi prevent further losses, but it may also increase costs. With already thin profit margins, analysts from Canalys warn that this expansion could be risky.
“Xiaomi must make strategic adjustments,†one analyst said. “Relying solely on online channels isn’t enough to reach certain audiences, such as those living in suburban areas.â€
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