Xiaomi is attacking straight into the homeland of Samsung and LG

Xiaomi is actively transforming its brand to target the high-end segment in the Korean market. Photo: Xiaomi .

At a press conference held in Seoul, Jony Wu, Director of Xiaomi Korea, announced plans to open two more flagship stores and launch an exclusive service center of the Chinese tech company in Korea.

“We have been continuously striving to meet the expectations of Korean consumers. The opening of the second and third Xiaomi stores, along with the upcoming exclusive service center, underscores the company’s strong commitment,” Mr. Wu said on September 25.

Also at the press conference, Mr. Wu emphasized Xiaomi Korea's commitment to realizing the vision of "innovation for everyone" with values such as high quality, reasonable price and guaranteed warranty service that was set out when establishing a branch in Korea in early 2025.

Asked about Xiaomi’s evolving approach since the launch of its Korean subsidiary, the executive said the company now has “more confidence” in the market potential and stressed that the brand intends to “invest more aggressively.”

“Our consistent goal is to provide consumers with the best products at reasonable prices. We firmly believe that affordability and premium quality are not mutually exclusive,” said Xiaomi Korea head.

South Korea has also been chosen as one of the first countries to launch the company's upcoming flagship, the Xiaomi 15T Pro, highlighting the strategic importance of this market to Xiaomi's global product plans.

Koreaherald assessed that this move shows that Xiaomi is looking to Korea as a market to test its global premium brand positioning strategy, going beyond the image of a low-cost brand.

The company's new phone line is also causing a stir. On the morning of September 27, the entire Xiaomi 17 series was officially launched for sale. In just 5 minutes, the product set a new record for first-day sales for domestic phone models in all price segments in 2025.

Notably, the Xiaomi 17 Pro Max version accounted for more than 50% of the total sales of the new generation of flagships. This device also broke the record for first-day sales of all domestic smartphone lines launched this year. This achievement shows the special appeal of the highest-end model in the new generation of smartphones.

Source: https://znews.vn/xiaomi-dang-tan-cong-thang-vao-que-huong-cua-samsung-va-lg-post1589163.html