Xiaomi breaks world record for mobile phone sales with 2.11 million sold in 12 hour period

PUBLISHED : Thursday, 09 April, 2015, 4:28pm
UPDATED : Thursday, 09 April, 2015, 5:35pm

China's largest domestic smartphone maker Xiaomi announced today that it has set a new Guinness World Record for mobile phone sales.

The company said it sold 2.11 million handsets in a 12-hour flash sale held to celebrate its fifth anniversary.

The half day bonanza, which brought in 2.08 billion yuan (US$335 million) from sales of handsets and other accessories broke the previous record held by Alibaba’s Tmall, which sold 1.89 million handsets on Singles’ Day in November during a 24-hour event.

“Good news: Xiaomi just set a new Guinness World Record, selling 2.11 million mobile phones in 24 hours,” chief executive Lei Jun posted on Weibo shortly after the event.

“This is beyond my imagination,” Lei told reporters at the company's headquarters in Beijing.

The new record has been certified by the official Guinness World Records and examined by auditor PricewaterhouseCoopers, he said.

Xiaomi easily broke their record from the same event last year, which saw them selling 1.3 million smartphones.

Mobile phones and other accessories sold during the 12 hour event, dubbed Mi Fan Festival, were discounted from Xiaomi's already famously low prices.

In addition to smartphones, the company said it sold 38,000 televisions, 200,000 fitness bands, and 247,000 of its brand new "smart" power strips – a sign that it is gaining traction in its efforts to expand beyond its core business.

Lei said the company was focused on making the smartphones, televisions, routers and other products sold on its website, and said he hoped customers would not mix up Xiaomi products with those that Xiaomi makes with its partners, such as its Mi Fitness Band.

Xiaomi itself has invested in 27 companies, through which partnerships over 1.18 million products have been sold, he said.

In 2014, Xiaomi sold 61 million smartphones and had revenue of 74.3 billion yuan, becoming the world's number three smartphone player and China's top smartphone brand, overtaking Apple and Samsung.

The company was valued at US$45 billion in a December funding round that drew investors ranging from Singapore's sovereign wealth fund to a private capital firm backed by Alibaba Group co-founder Jack Ma.