Xiaomi eyes 2020 Japan smartphone market entry as it seeks to grow overseas amid rising pressure at home

Wang Xiang, head of Xiaomi Corp’s international operations, said the smartphone maker is aiming to enter the Japanese market next year, offering multiple models and linked wearable devices online as well as through the company’s own sales channel.

“We should be able to [enter the Japan market] in 2020. The sooner the better,” said Wang in an interview with the Nikkei, the contents of which were confirmed by a company spokesman. It may also seek to work with Japan carriers eventually.

Hong Kong-listed Xiaomi, the world’s fourth largest smartphone supplier, has pledged to continue building and expanding new retail channels outside China. It was operating 520 Mi Home stores overseas as of June 30, a more than 90 per cent increase from a year ago.

Xiaomi might be able to find opportunities in the 5G smartphone segment, as major Japanese domestic vendors are likely to launch only high-end models, according to Akira Sugawara, a Tokyo-based senior market analyst with IDC.

“This gap between market demand and vendor supply may be an opportunity for Xiaomi,” Sugawara said. “Even in the 4G market, consumers are looking for ‘good value for money’ models … the US$250-US$400 price band may be an opportunity for Xiaomi.”

“Oppo increased its shipments to Japan in the third quarter of 2019 … proof of Oppo’s ambitions in Japan,” Sugawara said. “Learning this news, Xiaomi perhaps decided to enter the market, too.”