Xiaomi enters the Italian market

The first mono-brand opens in Milan

xiaomi mi mix 2 00

Xiaomi phone – Credits: Xiaomi

Claudia Astarita

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Xiaomi – the fourth (Chinese) telephone producer at the global level after Samsung, Apple e Huawei- has arrived to Italy. More specifically, Milan is hosting the mono-brand Mi Store in what is known as the biggest European shopping centre, Il Centro.

Already present in Spain, Greece, Poland and France, Xiaomi has ambitious plans for Italy: in 2 years only, the company aims at opening among 18 and 20 shops throughout the country and hiring up to 200 people.

As explained by AgiChina, Xiaomi enters the Italian market with over 120 items, including smartphones and IoT (Internet of Things) devices. In particular, 2 items are the most popular: the smartphones Mi Mix 2S and Redmi Note 5. The Mi Mix 2S is a top product provided with the finest materials (ceramics), a FullHD+ displace, Qualcomm Snapdragon 845 processor and can be compared with the top products of other brands (such as Apple) but it costs only 449 Euros full optional.

The strength of this brand, founded in Beijing in 2010, derives from the president Lei Jun (49 years old) and a group of 8 people (6 engineers and 2 designers) who worked hard to offer a top technology with acceptable prices. In fact, Xiaomi’s motto is "amazing products with honest prices and innovation for all".

Francesco Zhou Fei, 36 years old, is a key character of the company. The young Italo-Chinese professional is the general manager of Mi Store in Italy. He manages Xiaomi stores in Italy and he is at the forefront of an ambitious Italian project involving brilliant minds of Chinese community in Italy aiming at Xiaomi’s expansion in the country.

Francesco came to Italy with his family from China when he was only 5 years old and in a few years he became fully Milanese: he graduated from Bocconi and started working at Crif. After a few years, he was transferred in Beijing where he came into contact with Xiaomi. And here is Francesco today, embodying a great mix between China and Italy.

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