Xiaomi is an internet company with smartphones and smart hardware connected by an IoT platform at its core.

Our mission is to make high quality products that touch people’s hearts with accessible and honest prices, and to empower everyone to enjoy technology.

Under the leadership of Lei Jun, Xiaomi was founded in 2010 by a group of accomplished engineers and designers, who believed that high-quality and well-designed technology products and services should be accessible to the world. To achieve this, we are unwavering in our pursuit of advances in innovation, quality, design, user experience and efficiency in an effort to provide the best technology products and services that are accessibly priced to our users.

Our Vision

Be friends with our users. Be the coolest company in the hearts of our users.

Our Mi Fans

We have a large and highly engaged global user base with approximately 190 million monthly active MIUI users as of March 2018. We believe that our user base is differentiated by our “Mi Fans,” a large global community of passionate users who are intensely loyal to the Xiaomi brand, are highly engaged on our platform and actively contribute feedback and feature ideas to our product development. As of March 31, 2018, over 1.4 million users had more than five connected Xiaomi products (excluding smartphones and laptops). In addition, our users are very vocal on our MIUI forum, which has over nine million MAUs in March 2018.

Our Milestones

Our unique mission, vision and core values have made the following significant achievements possible since our inception in 2010:

  • 2012: Annual sales exceeded US$1 billion (two years after inception)
  • 2014: Number one smartphone company in mainland China by unit shipments, according to IDC (three years after launching our first smartphone)
  • 2014: Annual sales exceeded US$10 billion, four years after inception, which is the fastest in history, according to iResearch.
  • 2015: MIUI MAUs exceeded 100 million
  • 2017: The world’s largest consumer IoT platform in terms of the number of connected devices (excluding smartphones and laptops), according to iResearch
  • 2017: Number one smartphone company in India by unit shipments in the fourth quarter of 2017, according to IDC (three and a half years after officially entering the India market)
  • 2017: Fastest growing internet company and second fastest growing company globally, as measured by organic revenue growth compared to publicly-listed profitable companies with revenue of over RMB100 billion in 2017, according to iResearch

Our Strategies

  • Unwavering focus on innovation, quality, design and user experience
  • Maintain relentless efficiency
  • Expand killer product offerings
  • Deepen internet services
  • Invest in and expand our ecosystem
  • Broaden international expansion

Triathlon Business Model

Our unique and powerful triathlon business model is comprised of three synergistic pillars of growth – (i) innovative, high quality and well-designed hardware focused on exceptional user experience, (ii) highly efficient new retail to make our products accessible and (iii) engaging internet services.

Hardware

We offer a broad range of hardware products developed in-house or in collaboration with our ecosystem partners. Innovation, quality, design and user experience are ingrained in all of our products regardless of whether they are developed in-house or in collaboration with our partners.We strive to offer our products at price points that are accessible to the widest user base to enjoy road adoption and high retention. For our core in-house products, we focus on designing and developing a range of cutting-edge hardware products including smartphones, laptops, smart TVs, AI speakers and smart routers.
We curate a wide range of additional products by investing in and managing an ecosystem of over 210 companies, among which more than 90 companies were focused on the development of smart hardware and lifestyle products as of  March 31, 2018. We had over 100 million connected devices, excluding  smartphones and laptops, as of March 31, 2018. This active and integrated suite of connected technology products enhances the lives of our users and constitutes a proprietary delivery platform for our internet services. We also curate a range of lifestyle products to further drive brand awareness and traffic to our sales points.

New Retail

Our highly efficient omni-channel new retail distribution platform is a core component of our growth strategy, allowing us to operate efficiently while simultaneously extending our user reach and enhancing our users’ experience. Since our inception, we have focused on direct online sales of our products to maximize efficiency and build a direct digital relationship with users. We were number one in terms of smartphone unit shipments online in both mainland China and India in the fourth quarter of 2017, according to IDC. Since 2015, we have significantly expanded our direct offline retail network, for example, through our self-operated Mi Home stores. Our direct offline retail capability allows us to broaden our reach and provide a richer user experience, while maintaining similar efficiency and the same product prices as our online channels. Our efficient omni-channel sales strategy enables us to provide our products at accessible price points to the largest user base.

Internet Services

We provide internet services to give our users a complete mobile internet experience. In March 2018, we had approximately 190 million MAUs on MIUI, our proprietary operating system built on the Android kernel. MIUI fully embraces the Android ecosystem, including all mobile apps. It functions as an open platform for us to deliver our wide range of internet services, such as content, entertainment, financial services and productivity tools. The connectivity between our devices and the seamless integration between hardware and internet services enable us to provide our users with better user experience. Furthermore, we have a proven track record of developing killer apps. In March 2018, we had 38 apps with more than 10 million MAUs and 18 apps with more than 50 million MAUs, including our Mi App Store, Mi Browser, Mi Music and Mi Video apps. Our users spent an average of approximately 4.5 hours per day on our smartphones in March 2018. Compared to other internet platforms that acquire new users at high costs, we leverage the sale of our hardware to acquire users at a profit.

Network Effects

Our unique and powerful triathlon business model comprises three synergistic pillars that are closely connected. We strive to offer killer products that are high quality, high performance, well designed and honestly priced. These products in turn bring additional traffic to our retail channels. We deliver our products to users at accessible prices through our highly efficient new retail channels such as our e-commerce platforms and our Mi Home stores. With our internet services, we closely engage and interact with users on our platform, thus increasing user stickiness and monetization opportunities.

 

Xiaomi is an internet company with smartphones and smart hardware connected by an IoT platform at its core.

Xiaomi is an internet company with smartphones and smart hardware connected by an IoT platform at its core.