Xiaomi President Confirms Mijia Brand Set for Major European Expansion

Deep News

Aug 18

Xiaomi Corp. President Lu Weibing announced during Friday's Q2 earnings call that the company's "Human x Car x Home" smart ecosystem will make its debut at IFA 2024 in Berlin on September 4th.

The Mijia brand will also be officially unveiled at IFA, with a broad lineup including Xiaomi's large home appliances set to enter the European market at scale. This marks a significant milestone as Mijia celebrates its 10th anniversary this year, having already amassed a portfolio of over 130 product categories and more than 2,000 SKUs, serving 110 million users globally.

The strategic move underscores Xiaomi's ambition to deepen its international footprint, leveraging its integrated ecosystem approach as a key differentiator in competitive European markets.

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