Xiaomi China has opened its 100th Mi store in China as it aims for 1000 by 2020
The ambitious store opening program has been spurred by declining sales online as rival brands have strengthened their market shares in Mainland China by opening physical stores, where customers can experience the handsets before buying.
The strategy also reflects an expansion by the brand into a broader range of consumer electronics including flat-screen TVs, robotic vacuum cleaners and a multitude of accessories.
The company aims to open 200 stores in 2017, with the latest four located in Zhengzhou, Guangzhou, Foshan and Shanghai. The 50th Mi store opened in China just last December.
Initially, Xiaomi China is focusing on tier 1 and tier 2 cities, also including Beijing, Shenzhen, Nanjing, Chengdu, Hangzho, Wuhan, Zhuzhai, Changsha, Wuxi, Dongguan, Jinan, Dalian, Xiamen, Qingdao and Shenyang.
Xiaomi opened its first store outside the Mainland in Hong Kong in late 2015. Dubbed Mi Home, the store takes up a 270 sqm space inside Hollywood Plaza at 610 Nathan Road in Mongkok.