Xiaomi eyes ‘new chapter’ in global sales with Spain as first European stop

Chinese smartphone maker Xiaomi has launched “a new chapter” in its global expansion with a move into the western European market, senior vice-president Wang Xiang said at a launch event in Madrid, Spain.

Starting Wednesday, a selection of the company’s flagship phones will be available in Spain – priced between €229 and €499 (US$578) – together with its internet-connected products including scooters, fitness trackers and coffee makers.

In keeping with the company’s new-found focus on offline retail, two authorised Xiaomi stores will open in Madrid on Saturday, while offline sales via partners including Carrefour and Media Markt will roll out on November 22.

The push into Spain comes amid a recommitment to global sales after Xiaomi retreated from several markets including Brazil and Indonesia due to regulatory issues and local competition.

Wang said Xiaomi was committed to developing innovative technology products while “defying price expectations”, adding that he expects customers in Spain, the first stop in a western Europe push, will find the products attractive.