Technology

Xiaomi opens second physical store in Brazil

The brand's success among Brazilians, made Xiaomi accelerate physical plans in the country

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  • With DL Group as official distributor, responsible for product homologation, after sales and specialized technical support, the brand returned to Brazil this year;
  • This is the brand’s second physical unit in Brazil, after its return to the country.

The Chinese Xiaomi opened this weekend a store of 206 square meters at Shopping Center Norte, in the north of São Paulo, according to the Brazilian newspaper O Estado de S.Paulo. This is the brand’s second physical unit in Brazil, after its return to the country.

The first time Xiaomi arrived in Brazil was in 2015, with a strategy based on the sale of ultra-cheap phones and smartphones (maximum BRL 500). The brand left the country the following year.

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With DL Group as official distributor, responsible for product homologation, after sales and specialized technical support, the brand returned to Brazil this year. At the opening of the first physical unit, also in a mall in São Paulo, in June this year, more than 5,000 people attended the store opening.

This time, the strategy is different: to offer more premium smartphones, but at an affordable price, competing directly with brands such as LG, Motorola and Asus. The brand also offers a range of smart accessories and devices: from smart watches and bracelets, cleaning robots, electric toothbrushes, smart light fixtures and speakers to electric scooters, motion sensors, among other products.

“We are advancing the plans. Our goal was to open the second store only in 2020,” Luciano Rosa, director of Xiaomi in Brazil, told Estadão.