Home appliances, a key part of Xiaomi's overseas expansion, are expected to become a new growth driver for performance
On March 13, Xiaomi held a new product launch event in the Japanese market. Zheng Yan, vice president of Xiaomi Japan, revealed that within 2025, Xiaomi plans to open 5 to 10 physical stores for smartphones and home appliances centered around Tokyo, while also considering selling large home appliances such as air conditioners.
It is expected that Xiaomi's first store will open on March 22, and the second store will open on April 5. Prior to this, Xiaomi's sales in Japan were mainly through online shopping platforms, consumer electronics retailers, and temporary pop-up stores.
According to data from MM Research Institute, a Japanese research company, in 2024, Xiaomi's smartphone shipment market share in the Japanese market was 4.7%, ranking fifth. Previously, Xiaomi's main sales model in Japan was online sales, with the main customer group being young people.
In early May 2024, the Xiaomi 14 Ultra was launched in the Japanese market. On the day of its release, it topped the smartphone category on Rakuten Shopping, and the simultaneously launched Xiaomi Pad 6S Pro also ranked first on Amazon Japan.
In early March 2025, at the global launch event of the Xiaomi 15 series, Xiaomi announced that it would officially launch large home appliances in overseas markets, with Southeast Asia being the first step for Xiaomi's large home appliances going overseas.
According to Xiaomi's globalization strategy, within the next five years, Xiaomi will open 10,000 "Xiaomi Homes" experience stores overseas, covering more offline customers and further expanding the brand's global influence. Among them, Xiaomi's home appliances, as an important part of Xiaomi's overseas expansion, are expected to become a new growth driver for performance.