Xiaomi plans to sell 58 million mobile phones offline this year.

Tencent Technology News January 21, foreign media reported that an internal document of Xiaomi Company showed that the company plans to sell the number of mobile phones in China's physical stores this year, twice its sales in global physical stores last year. This indicates that Xiaomi's online sales-centric strategy will be adjusted.
According to research firm TrendForce, in 2015, under the promotion of online sales model, Xiaomi ranked second among Chinese smartphone manufacturers. The Xiaomi company was born only five years ago, and the first mobile phone was launched in just three years.
Xiaomi sold 70 million mobile phones last year, a 12% difference from its global shipment target. Xiaomi’s local competitors, such as Lenovo and mobile phone giant Huawei, have also adopted the “Internet store exclusive” sales approach in China.
China's smartphone market ranks first in the world, and most of Xiaomi's mobile phones are sold in this market. But last year, for the first time in this market, there was a slowdown in growth. In response to this situation, Xiaomi intends to use the retailer to boost sales and increase the number of Xiaomi stores from 50 to 50.
"Millet is trying to expand offline offline quickly," said the person familiar with the matter, who asked not to be named. "But the Xiaomi website mi.com will still be the core business."
Analysts estimate that 40% of Xiaomi's total global sales in 2015, or 28 million smartphones, are sold offline.
According to Xiaomi's internal documents provided by informants, this year, the company plans to sell 58 million smartphones through retailers in China. These retailers include Suning, Gome (Weibo) and Dixon.
In response to requests from foreign media to comment, Xiaomi said that no performance targets have been set this year.
Suning and Gome did not immediately respond to requests for comment from foreign media. Dickson's marketing manager said that Xiaomi will become an "important part" of its smartphone sales, but declined to give details.
Xiaomi is China's most valued technology startup with an estimated value of $45 billion. But analysts say that Xiaomi did not complete the sales target of 80 million to 100 million smartphones last year, which made people doubt this valuation.
The polarization of consumers is becoming more and more serious. Some consumers prefer cheaper mobile phones, while others prefer to choose high-end models of well-known old brands (such as ZTE), and Xiaomi’s product lineup is mainly between the two. between. Under such circumstances, the company's market share has decreased.
Working with retailers to prevent further market share reductions will result in an increase in the cost of millet, and the company's profits may already be very thin, analysts at research firm Canalys said.
"Millet must make strategic adjustments," the analyst said. "Only using online channels, it is impossible to sell products to certain audiences, such as those living in the suburbs.