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Xiaomi ready to launch a dedicated African department

Xiaomi retail store, Xiaomi coming to Africa in 2019
Xiaomi retail store
Although Xiaomi is present in most African markets via third-party distributors, the Chinese brand is now ready to take a more direct approach by launching a dedicated department for this part of the world. Xiaomi's African Regional Department will bring official launches and after-sales support in the area, as well as better prices.
Codrut Nistor,

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The African smartphone market is not controlled by Apple, Samsung, Huawei, or another big global brand, but by Transsion Holdings. This company owns three popular brands in the region, namely Infinix, Tecno, and Itel. Xiaomi devices can be purchased in Africa from third-parties or directly from China, and the resulting prices are often much higher than they should be. Fortunately, things are about to change thanks to Xiaomi's decision to enter the region directly.

Xiaomi's CEO, Lei Jun, has recently revealed in a memo to employees that an "African Regional Department" will be tasked with the expansion of the brand on the dark continent. This new department will be headed by Wang Lingming, who will report to Wang Xiang. In the future, African customers will be finally able to buy Xiaomi handsets for better prices, not to mention the ability to enjoy after-sales support, as well as official launch events for the local markets.

In early 2018, Samsung dominated the African market, followed by the Tecno and Itel brands, Huawei, and Infinix. However, the three brands belonging to Transsion Holdings made it the undisputed leader of the market. However, Xiaomi might turn the market upside-down in the long run, especially since this Chinese brand is selling much more than just phones nowadays.

Xiaomi has recently made some other interesting changes, including the merger of the patent and legal departments, the introduction of a new Southeast Asia Region department that is in charge of South Asia, Southeast Asia, and Indonesia, as well as new leadership for the Russia and CIS regional departments.

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Codrut Nistor
Codrut Nistor - Senior Tech Writer - 5461 articles published on Notebookcheck since 2013
In my early school days, I hated writing and having to make up stories. A decade later, I started to enjoy it. Since then, I published a few offline articles and then I moved to the online space, where I contributed to major websites that are still present online as of 2021 such as Softpedia, Brothersoft, Download3000, but I also wrote for multiple blogs that have disappeared over the years. I've been riding with the Notebookcheck crew since 2013 and I am not planning to leave it anytime soon. In love with good mechanical keyboards, vinyl and tape sound, but also smartphones, streaming services, and digital art.
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Codrut Nistor, 2019-01-21 (Update: 2019-01-21)