CHINESE CE GIANT GOES D2C FOR NZ DEBUT

By Wares October 19, 2018 Industry news

Giant Chinese Xiaomi brand will open its first NZ Mi Store in Sylvia park early next month. In addition, PB Tech will be the sole initial third party retailer.

Xiaomi, the world's fourth largest smartphone maker, is coming to New Zealand with its Mi Store model in November (Singapore Mi Jem authorised reseller store shown above and below).

The brand's Direct 2 Consumer Mi Store model will also bring with it Xiaomi's aggressive, often at-cost or below-cost pricing strategy.

In addition to smartphones, Xiaomi makes fitness wearables (in which category it's the second largest brand globally, after Fitbit), electric scooters, robotic vacuum cleaners, home automation and homewares such as sunglasses and appliances.

The Sylvia Park store (and a local online store) will showcase most of these products, says the company. 

Find out more about Xiaomi here.

"Mi" by the way stands for "Mobile Internet" and underpins almost all of the Xiaomi brand's products.

PB Tech will be the sole initial retail partner and is already selling Xiaomi products, as you can see here.

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