Xiaomi – the world's fourth best-selling phone maker – has added a growing list of markets to the UK.
The initial composition of the Chinese company in this country includes three smartphones, a wristband for monitoring physical fitness and an electric scooter.
It is also the opening of a shop at London's Westfield Shepherd & # 39; s Bush, which also has an Apple store.
The launch expands its presence in Western Europe, where it also operates in Spain, France and Italy.
Xiaomi has a reputation for competitive valuation of its products and strive to maximize profits by prioritizing the volume over the profit margin.
Earlier this year, he announced that he would reduce the net profit margin of his hardware products to 5%, suggesting that this move will help convince customers that he is a brand that can be trusted.
According to the company researching the IDC market, only sales of Huawei smartphones are ahead of it in terms of growth among major manufacturers.
|Business||Smartphone shipments from July to September||Change in deliveries in relation year to year||Current market share|
Source: IDC – based on preliminary data
The first flagship phone of Xiaomi for Great Britain will be the Mi 8 Pro model – an Android phone with a fingerprint reader hidden behind a 6.2 inch (15.7 cm) screen and a transparent glass back, through which you can see some of its elements.
It will start from GBP 499. It is much less than the cost of premium models sold domestically by Apple, Samsung, HTC, Sony and Huawei, but it corresponds to the price of the new 6T OnePlus.
Co-founder Xiang Wang told the BBC that Xiaomi intends to expand its product range in the United Kingdom in 2019. And he can also launch his sub-brand Poco.
And while he said his company does not currently have plans to own one of the famous "flash sales" in the country – where limited amounts of new equipment are put up for sale at a certain time – he indicated that they could be offered at a later date to help increase awareness.
"When Xiaomi enters the country, they almost always develop very quickly," commented Neil Mawston of the Analytics consulting firm.
"It has happened in India, Indonesia and Russia, and now we see that it is growing very fast in Spain.
"Samsung, Huawei, TCL Alcatel, LG and ZTE are most at risk of losing sales in the UK – Apple is probably safe because it plays at much higher price levels."
Another expert added that it would be a mistake to focus solely on the ambitions of the company's smartphone.
"It's a staggering amount of products that Xiaomi produces," said Ben Wood of CCS Insight.
"When you go to one of your Hong Kong stores, it's amazing – from worker vacuum cleaners to smart lamps, from air purifiers to electric toothbrushes.
"But the most important question for me is whether the market is too far, considering that there is an unprecedented level of competitive intensity, especially among smartphones."
However, the third analyst said that the Chinese company could choose the perfect time to join the fight.
"After the United Kingdom leaves the European Union, we see that consumers limit discretionary expenses, which leads to a fall in the average selling price," said James Smith from Futuresource Consulting.
"If the consumer portfolio is squeezed … we can see a growing demand for mid-range headphones, a market where Xiaomi has a very strong offer."