MANILA – China’s largest smartphone manufacturer Xiaomi is coming over to 200 stores in the Philippines as it expands its previously online-only distribution strategy with offline retail partners.
Joining its online partner Lazada are popular brick-and-mortar tech stores MemoXpress, Silicon Valley, and PC Express, which already began selling Xiaomi products last Saturday. And while filling in physical store shelves may entail additional cost for the brand, Xiaomi confirmed that retail prices will be the same as the online prices.
Xiaomi have been able to provide affordable Android devices with top specs by keeping ad spend low and selling their products online. It has done immensely well in its home market, where 90% percent of B2C transactions in China are made online, according to a 2014 A.T Kearney report. However, online retail has yet to get traction in developing markets like the Philippines, where only around 5% of the population own a credit card.
“Mi fans in the Philippines have asked for more ways to purchase Mi products, and we’ve listened,” Steve Vickers, Xiaomi general manager for Southeast Asia, said in a press release.
“In addition to our main online sales channel, we’re excited to offer offline sales as an option. Mi fans will also benefit from being able to try out our latest products at experience zones located in certain stores before making a decision and buying them on the spot.”
Xiaomi have tested the waters in 2014 by opening two week-long pop-up stores at the SM Megamall and SM North between October and December. Hard numbers about the turnout have not been disclosed, but pictures shared on social media have shown that crowds of people did flock the store.
Photo: MIUI Pilipinas Facebook Group
