Senior Vice President of Xiaomi, Zeng Xuezhong, highlighted the company’s remarkable success in the European online sales market. According to him, during the massive sales events of ‘Singles’ Day’ and ‘Black Friday,’ Xiaomi televisions ranked first in sales volume in monetary terms in their category on the AliExpress platform in Europe.
Xiaomi’s success on the European AliExpress market is closely linked to the company’s policy shift and strategy of developing the ‘premium-class’ segment. Xiaomi is moving from a ‘price-quality ratio’ model to a strategy of ‘high-quality, affordable devices,’ showing robust growth in markets such as Western Europe, the Middle East, and Africa. The share of deliveries of Xiaomi TVs sized 75 inches and larger increased by 8.6%, fully moving away from the traditional ‘small sizes, large volumes’ model. At the same time, the supply of mini-LED televisions has significantly increased.
Xiaomi has seen a significant increase in market share, particularly in premium segments, where they compete vigorously with major brands like Samsung and LG. Their strategic focus on affordable yet high-quality technology resonates strongly with European consumers.
Mini-LED technology in televisions enhances picture quality by improving contrast and brightness, providing a more vibrant and detailed image. This advancement prominently features in premium TV models, making them a desirable choice for consumers seeking a high-end viewing experience.
