Chinese Tech Expansion: Mi store opens on Champs-Elysees in Paris

World
Europe

02:06

The Champs-Elysees in Paris is home to some of the world's most exclusive brands. Now the Chinese tech company Xiaomi has opened a new store on the exclusive shopping strip. And one of the firm's top bosses has told CGTN that Europe is a key area for growth. Oliver Whitfield-Miocic reports from the French capital.

The end to a long wait for hundreds of people for the opening of the new Xiaomi shop in Paris. Thousands of dollars' worth of free goods enticed customers to wait outside in the cold for hours, with one man turning up a day in advance.

MESSALI UMELLAL XIAOMI CUSTOMER "They care about their clients and develop relationships with them. Other brands don't do that."

Xiaomi is best known for its mobile phones but it also produces electric scooters and homeware goods.

It's been operating in Europe for just over a year and the company's vice president says it has become popular quickly.

WANG XIANG SENIOR VICE PRESIDENT, XIAOMI "We are number four smartphone brand in the world. In Europe, although not very long, we are still the number four smartphone brand."

Samsung and Apple dominate over 60% the market in this part of the world. The Chinese brand is hoping to attract customers with products that are cheaper than its rivals.

OLIVER WHITFIELD-MIOCIC PARIS "Xiaomi already has a big market share across Asia, especially with its mobile phones. Now the company says its new focus market is here in Europe and it's expecting to open lots of new stores across the continent."

That's in addition to the four countries Xiaomi has shops in already.

WANG XIANG SENIOR VICE PRESIDENT, XIAOMI "So far we are in Spain, France, Italy, we were in the UK since last November. So we will continue to build presence."

Hoping to leave its stamp with a mixture of technology and more traditional products. Oliver Whitfield-Miocic, CGTN, PARIS.