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Xiaomi
Xiaomi Mi 8 Pro is distinguished by its transparent glass back
Xiaomi – the world's best handset maker – has added the UK to the market.
The Chinese firm's initial line-up for the country includes three smartphones, a fitness-tracking wristband and an electric scooter.
It is also open in London's Westfield Shepherd's Bush shopping center, which also has an Apple store.
The launch expands its presence in Western Europe, where it is also active in Spain, France and Italy.
Xiaomi has a reputation for competitively pricing its products and seeking to maximize revenue by prioritizing volume over profit mark-up.
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Xiaomi's electric scooter will be used in the UK, despite the fact it can not be legally used
Earlier this year, it would have limited its hardware products' net profit margin to 5%, suggesting the move would help convince customers it was a brand that could be trusted.
According to market research firm IDC, only Huawei's smartphone sales are outpacing it in terms of growth among the major manufacturers.
| Company | July-September smartphone shipments | Year-on-year change in shipments | Current market share |
|---|---|---|---|
| Samsung | 72.2 million | -13.4% | 20.3% |
| Huawei | 52.0 million | 32.9% | 14.6% |
| Apple | 49.9 million | 0.5% | 13.2% |
| Xiaomi | 34.3 million | 21.2% | 9.7% |
| Oppo | 29.9 million | -2.1% | 8.4% |
| Others | 119.9 million | -19.9% | 33.8% |
| Total | 355.2 million | -6.0% | 100.0% |
Source: IDC – based on preliminary data
Xiaomi's initial flagship phone for the UK will be the Mi 8 Pro – an Android handset with a fingerprint sensor hidden behind its 6.2in (15.7cm) display, and a transparent glass of which one of its components can be seen.
It will start at £ 499. Apple, Samsung, HTC, Sony and Huawei, but it matches the price of OnePlus's new 6T.
Co-founder Xiang Wang told the BBC that Xiaomi intended to expand its range of products in the UK in 2019, and might also launch its sub-brand Poco.
And while he said, he said, he had his hands set in his hands. a later date to help drive awareness.
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Xiaomi operates more than 100 stores in China and aims to have 1,000 by 2020
"When Xiaomi enters a country they grow up very fast," commented Neil Mawston, from the Analytics Strategy Consultancy.
"That's happened in India, Indonesia and Russia and we're seeing it grow very quickly in Spain.
"Those who are at risk of losing sales in the UK include Samsung, Huawei, Alcatel TCL, LG and ZTE – Apple is probably safe because it plays in much higher price."
Another expert added that it would be a mistake to focus on the company's smartphone ambitions.
"It's jaw-dropping the amount of products that Xiaomi makes," said Ben Wood, from the CCS Insight Consultancy.
"When you go to one of its stores in Hong Kong it's incredible – there's everything from robot vacuum cleaners to smart lights to air purifiers to electric toothbrushes.
"But the big question is that this is a market that is already under way, especially among smartphones."
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CCS Insight
Xiaomi's UK launch marks its entry into a Western European market
However, a third analyst said the Chinese company may have picked the perfect time to join the fray.
"After the UK leaves the European Union," said James Smith, from Futuresource Consulting.
"Should the consumer wallet be squeezed … we can see increasing demand for mid-range handsets, a market in which Xiaomi has a very strong offering."
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