Chinese handset maker Xiaomi said that it will open 100 Mi Home stores across India in the next two years to strengthen its offline retail strategy in the country. It has opened its first ever Mi Home store in Bengaluru on Thursday.
The company already sells devices through its own online story, and through its partnerships with e-commerce and offline retailers and distributors.
The company’s new Mi Home stores will be located in other metro cities such as Delhi, Mumbai, Hyderabad and Chennai. Select Mi Home stores will also have an additional zone where fans can experience the larger Xiaomi portfolio.
Mi Home stores are Xiaomi’s exclusive offline retail stores that allow Mi fans to experience and purchase Xiaomi’s latest products under one roof. The company said that these stores represent Xiaomi’s “Internet+” and “new retail” approach.
The first Mi Home store will feature Xiaomi’s range of smartphones, power banks, headphones, fitness bands, air purifiers as well as other ecosystem products launched in India.
The company currently has more than 70 Mi Home stores in Greater China, which are extremely popular.Total sales from Mi Home stores in China during MFF 2017 in April 2017 exceeded RMB 75 Million (Rs. 75 crore).
In addition to Mi Home stores, Xiaomi will continue to expand its offline presence with retailers and distributors in the country through its Direct to Retail (DTR) model which eliminates several layers within the offline distribution channel. The company said that this will allow it to continue to maintain price parity between products sold across both its online and offline channels.
By Baishakhi Dutta
