Staff of the first Xiaomi authorized physical store in Western Europe show a toy of Xiaomi at the opening ceremony in La Vaguada Commercial Center in Madrid, Spain, on Nov. 11, 2017. (Xinhua/Guo Qiuda)
MADRID, Nov. 11 (Xinhua) -- Xiaomi, one of the leading high-tech enterprises of China, opened on Saturday morning its two physical stores via its authorized re-sellers in Madrid, the capital of Spain.
The physical stores, called Mi Home, have been Xiaomi's first in Western Europe.
The two Mi Homes are located in two commercial centers in Madrid: La Vaguada y Madrid Xanad. A huge number of customers, or so-called Mi Fans, have been waiting in long queue for more than half an hour to enter the store.
With a ten seconds count-down from Mi Home staff, hundreds of Spanish Mi Fans flooded into the Mi Home in La Haggada Commercial Center. Just right after a few minutes, the first deal has been accomplished on the counter.
The first Spanish buyer, a young man of IT industry, who only gave his name as Francisco, told Xinhua that he started to use electronic products of Xiaomi two years ago and he fell in love with this brand and became a Mi Fan ever since.
Today he bought a Xiaomi 4K action camera, which he said has a good price and nice quality.
"I haven't worked in Xiaomi for a long time yet, but I really have high expectations about the future," said Cristina, a saleswoman of Mi Home who has been in the mobile and telecommunication industry for over 15 years.
"As you can see, the whole store's full of clients...I hope this happens everyday!" she put a big smile on her face.
"Xiaomi has worked on Spanish market for several years, and we've already got a group of Mi Fans and decent reputation in Spain, but people could only buy our products online. We believe that it comes to the moment that we establish physical stores here to provide various ways of purchasing and experiencing our products for Spanish customers," said a manager of Xiaomi, who prefered to remain anonymous.
Apart from its on-line sales and two physical stores, products of Xiaomi, a privately-owned Chinese electronics and software company headquartered in Beijing, will also be displayed in other offline channels, such as Carrefour, MediaMarkt y Phone House.
According to the latest publications of the enterprise, its ambition goes even further: to change the game rules of technology industry.
The opening of the physical stores in Spain is just Xiaomi's first step in the march to the market of Western Europe.