In December last year, Xiaomi launched a very
cost-effective smartphone, namely the Xiaomi Mi Play. However, this handset has
not become available for purchase outside of China. Today, a few months later
after its debut in the domestic market, this phone has officially landed in the
European market. It is available at the official flagship store in Ukraine.
The Xiaomi Mi Play is equipped with a 5.84-inch
1080×2280 resolution LCD touchscreen, the MediaTek Helio P35 chipset, the 4GB
of memory, and 64GB of expandable storage. Currently, the device is priced at
about US$ 174 or 154 euros.
In fact, the European smartphone market is a highly
mature market and has a higher level of dependence on the channels. In its
turn, Xiaomi wants to further expand overseas markets, and it is currently
doing its best to win Europe. We mean (and Xiaomi is not keeping it hidden)
this market has become a top priority for the company.
With the launch of the Xiaomi Mi Play in this
European country, the manufacturer wants to show it will continue the high
cost-effective strategy in the overseas markets, attracting consumers from
low-income groups. But as you guess, in the future, Xiaomi should promote its
brand’s popularity in the high-end smartphone market in Europe through more
technological innovations and product quality enhancements, thereby expanding
its consumer base while making profits.
Of course, there are also many competitors in the
European market, such as Xiaomi’s ‘old friend’ Huawei. Huawei has experienced
more than a decade of development in the European market. Through continuous
innovation and perfect technology, it has finally been recognized by European
consumers. In this sense, the Xiaomi Mi Play has certain challenges in entering
the European market. Let’s see how it will perform.
