Chinese smartphone maker Xiaomi has laid out plans to open an office in Germany, as part of a greenfield expansion into Europe's largest economy.
Xiaomi plans to open a new office in Düsseldorf, as part of a wider ambition to crack the German market which it describes as a "priority" in its international growth plans.
"The office, according to our current plan, will manage our business in Germany," a Xioami spokesperson told CPI.
"In the meantime, the hiring and buildup of a local team is ongoing. The size of personnel and office will be tantamount to the importance of this market, which is a priority in our global expansion journey."
They added: "All key functions will be represented in this new office, including sales, retail, aftersales, marketing and PR."
Xiaomi first began trading outside of Asia in 2015 and began working with Polish distributor ABC Data in 2016.
It began selling into France and Italy in May 2018, and opened its first-ever European office in Spain a month later.
The firm has publically stated that it wants to more than triple its number of European stores from fewer than 50 to more than 150 by the end of this year.
In the second quarter of this year, market watcher Canalys put Xiaomi as Europe's fourth largest smartphone vendor by unit shipments, at 4.3 million units, 48 per cent higher than the previous year.
Düsseldorf is also the European headquarters of Chinese rival Huawei, which continues to face censure from multiple European governments, following US allegations of state espionage.
The CEO of $1.5bn pan-European distributor ELKO, Svens Dinsdorfs, recently told CPI that Xiaomi has seen some gains in Europe at the expense of Huawei.
However, Dinsdorfs said that those gains are still small.
In Q2, Gartner claims that Huawei logged a larger global increase in market share than Xiaomi. Huawei's rose from 13.3 to 15.8 per cent year on year while Xiaomi's market share has risen by only 0.2 per cent to nine per cent.
However, Gartner analyst Anshul Gupta noted it was Huawei's local Chinese market that saved the vendors Q2 revenues, describing "a sharp decline" in Huawei's international business.
The global smartphone to end user market shrank by 1.7 per cent in Q2, claims Gartner, totalling 368 million units.
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