Xiaomi recently opened its first official store in Germany, located in the Limbecker Platz shopping mall in the heart of Essen. The approximately 99-square-meter store is currently in a trial phase, with a formal opening ceremony scheduled for September 26th.
This new store will fully showcase Xiaomi's extensive product ecosystem. The product lineup includes not only its core smartphones and smart wearables, but also smart TVs, robot vacuums and mops, a variety of home appliances, and electric scooters, offering German consumers a complete experience of "Xiaomi Smart Life."
Alan Chen Li, Xiaomi Germany Manager, said: "Our first self-operated Xiaomi store in Germany is a significant milestone and a clear demonstration of our long-term commitment to this market." By providing professional in-store consultants and a hands-on experience, Xiaomi hopes to establish a more direct and intimate connection with consumers, thereby fostering brand loyalty.
The opening of this store is the first step in Xiaomi's broader retail strategy in Western Europe. Xiaomi's General Manager for Western Europe, QX Wang, revealed that the Essen store is the starting point for a more comprehensive retail strategy, with plans to expand this model to other European cities. This strategy is driven by Xiaomi's robust global growth momentum—its global smartphone shipments saw a significant 15% increase in 2024, securing a solid third place globally with a 13.5% market share, significantly outperforming many competitors. Offline retail is seen as a key channel for Xiaomi to further enhance brand awareness in Germany, a key market, and reach new consumer groups not reached online.
