Chinese electronics and software company Xiaomi will open six more Mi Stores in Malaysia next month, bringing the total number of authorised stores in the country to 10. According to multiple media reports, the new stores will be located in Melaka, Johor Bahru, Seberang Prai, Alor Setar and Kota Kinabalu.
In a statement to A+M, Xiaomi's spokesperson said the company believes Malaysia is a market with "great potential" for smartphones, as well as Internet of Things and lifestyle products. To stand out amongst its competitors in Malaysia, Xiaomi's marketing is mainly carried out through social media channels and word of mouth marketing via its Mi fans.
"Xiaomi plans to bring more products to Malaysia to satisfy customer needs, and Authorized Mi Stores are great for people to experience our products in person. This year, we are planning to open Authorized Mi Stores in each major city in Malaysia," the spokesperson added. Xiaomi is currently not working with any agencies.
According to a recent blog post by the company, its success can be attributed to its "robust" Mi fan base, who have shared their inputs and advice ever since Xiaomi was founded. Thus, helping to create a unique Xiaomi culture.
Founder and CEO Lei Jun once said that no matter how big Xiaomi eventually becomes in future, it will continue to operate like a small restaurant where consumers can play a part in its success. He also thanked the Mi fan base every year on social media for their support. Co-founder Li Wanqiang, who is also responsible for Xiaomi's marketing, said "friendship provides the strongest trust" and that Xiaomi is not only selling products, but also offering consumers a sense of community.
Xiaomi is currently present in over 70 markets, with key areas including Indonesia and India. It marked its foray into its first Western European market last November with the expansion into Spain.