Emir BardakçıXiaomi has announced its official entry into the South Korean market by establishing its Korean branch, Xiaomi Korea, which is another important milestone that the company takes in further strengthening its position in the global technology market. The branch will open an online store on January 15 along with a press conference to showcase its latest products.
Press Conference and Product Showcase
Xiaomi announced that the press conference scheduled on January 15 will feature a series of new flagship products, representing its determination to continue innovating for all. The expected list includes:
- Smartphones: with the highly anticipated Xiaomi 14T series and the REDMI Note 14 series, the former featuring Leica lenses.
- Wearable Devices: A range of smartwatches and fitness bands.
- Home Electronics: Products for easing daily chores, like sweeping robots.
- Portable Power Banks: For reliable and fast-charging solutions on the go.
The Increasing Global Market Share of Xiaomi
This foray into South Korea is hot on the heels of impressive growth in its global market share. Per Counterpoint Research, from less than 10% in Q3 2018, Xiaomi is at 14% in Q3 2024, and it is in position as the world’s third most important smartphone maker, following Samsung at 19% and Apple at 17%, indicating how well it could keep pace with the giants.
Why South Korea?
South Korea is a country where major technology giants like Samsung and LG are located, and hence, it poses both a challenge and an opportunity for Xiaomi. Introducing high-quality products at very competitive prices should help the company attract those consumers in the country who don’t want to compromise on innovation even when looking for affordability. Inclusion of Leica lenses in the Xiaomi 14T series highlights the focus on premium features to appease photography enthusiasts in the region.
Xiaomi’s Ambitions
The establishment of Xiaomi Korea aligns with the company’s bigger vision to expand into key international markets. For Xiaomi, South Korea is a strategic move in challenging established brands in one of the most competitive technology hubs in the world.
By offering a wide range of products and having an official online store, Xiaomi is fully geared up to capture a respectable market share in South Korea. This would further soothe the technology-savvy audience’s palate with Xiaomi’s signature combination of innovation and value.
Wherever Xiaomi goes, it rewrites the competitive landscape anew. The January 15 press conference will mark a moment for Xiaomi Korea, but at the same time, it will also be very important in Xiaomi’s global strategy in the journey of growth and innovation. Stay tuned for more updates as Xiaomi introduces the latest offerings in the South Korean market.
