Seoul, South Korea – Xiaomi, the Chinese tech giant, has announced its intention to significantly expand its presence in the South Korean market with the launch of 14 new products, including smartphones, TVs, and robot vacuum cleaners. The company aims to capture a larger market share through aggressive pricing strategies, expanded after-sales service (AS) networks, and increased investment in local service quality.
"With optimized services and a diverse product lineup, we aim to broaden consumer choices and grow step by step into a trusted brand," Johnny Wu, CEO of Xiaomi Korea, said at a press conference held at the Four Seasons Hotel Seoul on January 15.
Among the new products unveiled at the event were the Xiaomi 14T, co-developed with Leica, and the Redmi Note 14 Pro, which boasts enhanced durability. Additionally, Xiaomi introduced the TV A series, TV Max 100, Redmi Watch 5, Redmi Buds 6 Lite, Xiaomi Smart Band 9 Pro, four power banks, and the Xiaomi Robot Vacuum Cleaner X20 Max.
Xiaomi emphasized its competitive pricing strategy, offering high-performance devices at affordable prices. The flagship smartphone, Xiaomi 14T (12GB+256GB), is priced at 590,000 won, which is about half the European launch price of 649 euros (approximately 970,000 won). The company is also providing additional premium benefits worth 320,000 won. This price is even lower than Samsung Electronics' Fan Edition (FE) lineup, which is priced at around 940,000 won.
To improve service quality, Xiaomi plans to enhance its service capabilities and establish partnerships in the wellness sector. "Through investment, we will provide products and services that meet the lifestyles and expectations of users," Wu emphasized.
Xiaomi is also planning to open offline stores, starting with its first store, with potential locations including Yeouido and Gangnam Coex. The company will also improve its after-sales service by providing dedicated customer service in South Korea and establishing an authentication system for unofficial products.
Xiaomi hinted at the possibility of selecting the South Korean market as its primary launch country in the future. "Feedback from South Korean users is very useful for developing and improving our products, and we are always looking for the optimal timing to introduce the latest products to the South Korean market," Wu explained.
Xiaomi also previewed the launch of electric vehicles. Since announcing its entry into the electric vehicle market in 2021, Xiaomi has been selling three electric vehicle models. Wu stated, "In terms of business strategy, Xiaomi plans to focus 100% on the domestic Chinese market for the next three years. However, as half of Xiaomi's business revenue comes from the global market, we will naturally enter the South Korean market when the time comes to expand into the global market."
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