Emir BardakçıXiaomi has announced a sweeping overhaul of its African leadership team, signaling a renewed and focused commitment to growth across the continent. Liu Shequan steps in as general manager for the African regional department and head of West African operations, now reporting directly to Lin En, head of international sales. This move underscores Xiaomi’s determination to solidify its position in Africa’s rapidly expanding mobile market.
The restructuring brings four notable appointments under Liu’s supervision: Zou Chengzong will direct East African operations, while Huang Jinhua takes the reins as Kenya’s country manager—a key market for Xiaomi’s ambitions. Wu Chunhui has been named marketing director, charged with developing campaigns tailored to African consumers, and Liu Yeqi will oversee after-sales service, reinforcing Xiaomi’s commitment to customer experience.
Since its formal entry into Africa in 2019, Xiaomi has prioritized the region, launching a dedicated Africa department with direct approval from CEO Lei Jun. The company now operates in 16 countries, including major markets such as Egypt, South Africa, Nigeria, Morocco, Algeria, and Kenya. This broad presence demonstrates Xiaomi’s adaptability and intent to serve diverse consumer bases.
Looking ahead, Xiaomi’s projections for 2024 are ambitious—a 38% increase in African sales, which would secure third place in the region’s smartphone market with an 11% share. The company is positioning itself just behind established leaders Transsion and Samsung, reflecting impressive momentum in a highly competitive landscape.
At the 8th China-Africa Entrepreneurs Conference, CEO Lei Jun reaffirmed Xiaomi’s long-term investment strategy for Africa, expressing interest in partnerships across emerging industries, notably the burgeoning new energy vehicle sector. This signals a vision that extends beyond smartphones, aiming for a broader footprint in Africa’s technology ecosystem.
Source: ITHome
