Xiaomi has launched its first Mi Home Store at an event in Bengaluru today. The exclusive offline store will feature its range of smartphones, Mi air purifiers, power banks and other ecosystem products that have launched in India. The exclusive Mi store will be open to customers starting May 20.
With the plan to expand its offline stores to Delhi, Mumbai, Hyderabad and Chennai, Xiaomi said that it aims to open 100 Mi Stores across India in the next two years. Xiaomi introduced its first Mi Home in China and currently, it has around 72 Mi Home Stores in the country. While the first Mi Stores will showcase products, which are sold only in India, the upcoming stores will have ‘Experience Zones’ where customers will be able to acquaint themselves with the larger Xiaomi portfolio.
Manu Kumar Jain, Xiaomi’s Managing Director for India, said that the Mi Home stores are designed on the company’s ‘Internet+new retail’ concept and will have productiveness similar to the online channel. He also said that the stores will sell ‘all products’ that are stocked at Mi.com. The e-commerce platform since its launch in May 2015 saw ‘significant traction’ and earned over 18 million unique visitors and 1 million daily active users standalone in April this year.
Xiaomi’s affordable pricing strategy on its smartphones helped the company gain a major share in the India market and it will conitue to focus on achieving the same success on the offline platforms as well. The company claimed that it will continue to expand its offline presence with retailers and distributors in the country through its Direct to Retail (DTR) model that will help to ‘eliminate several layers’ within the offline distribution channel. Xiaomi’s new Mi Home Store is located at Phoenix Market City Mall, Whitefield in Bengaluru. The store will open for the consumers starting May 20.
Commenting at the Mi Home Store launch, Manu Kumar Jain said, “We are extremely excited to announce the first ever Mi Home in India, marking yet another important milestone in Xiaomi’s India journey. We are using the lessons learnt from operating a very successful and lean online channel to offline retail via our Mi Home stores. Mi Home stores are built on our Internet+ new retail concept, and will have efficiencies similar to the online channel. We will provide a phenomenal user experience, where Mi Fans will be able to browse and experience our products first-hand at their leisure, before making a purchase. Setting up offline stores will also help to make our products more readily available for buyers across the country.”