Emir BardakçıXiaomi officially debuted its physical presence in the Japanese marketplace with the opening of Xiaomi Store No. 1 in the busy AEON MALL Urawa Misono in Saitama City. The move represents a significant stage in the company’s international growth strategy and brings Xiaomi’s complete ecosystem of products directly into the hands of Japanese consumers.
According to Xiaomi executive Zhao Xinran’s Weibo posts, the store opening attracted large crowds, demonstrating the brand’s growing popularity in Japan, where the brand holds the position as the nation’s fifth most popular smartphone brand.
Xiaomi’s Strategy for Japanese Expansion
This initial Mi Home store launch represents the company’s expansion into having a physical presence in Japan. Xiaomi also plans to open between 5 and 10 additional stores throughout the year 2025, initially focusing on the Tokyo metropolitan area before expanding nationally.
This retail strategy will introduce Xiaomi’s highly popular “smart home” business model into the Japanese marketplace, where consumers have been highly enthusiastic about the idea in China. By incorporating connected home appliances into the smartphone platform, Xiaomi is positioning itself as more than just a phone company in Japan.
What You Can Expect
Visitors to the new store can experience Xiaomi’s diverse product range, including:
- Smartphones across several lines (Redmi, POCO, and flagship)
- Smart home devices like air purifiers and robot vacuum cleaners
- Wearable tech such as fitness bands and smartwatches
- Audio gear such as earbuds and portable speakers
- Lifestyle products and accessories
Additional plans for expansion
Following the success of the first location, Xiaomi has already announced the second company-owned Japanese store that will open on April 5th at AEON MALL Kawaguchi in Kawaguchi City in Saitama Prefecture. This rapid expansion indicates the company’s confidence in the Japanese market and commitment towards establishing strong retail presence.
The retail strategy in the physical space complements Xiaomi’s existing online channels in Japan with an omnichannel approach that allows consumers to touch and feel products before making a purchase.
Source: IT Home
