Xu Jieyun, Chairman's Special Assistant and Deputy General Manager of the Strategic Marketing Department at Xiaomi Group, recently stated on Weibo that the company will present its complete "Human x Car x Home" smart ecosystem at the IFA trade show in Germany this September, marking the formal launch of large-scale entry into Europe for the MIJIA brand.

This announcement follows comments made by Xiaomi Group President Lu Weibing during the Q2 earnings call, where he revealed that on September 4th, the "Human x Car x Home" ecosystem will make its debut at IFA in Berlin. The Mijia brand will also be officially introduced at the event, with products including Xiaomi's home appliances set to enter the European market on a significant scale.

This year coincides with the tenth anniversary of the Mijia brand, which has already expanded to cover over 130 product categories and more than 2,000 SKUs, serving 110 million users globally.