Xiaomi has a plan to conquer all the homes of Spain. And his first step begins today with the air conditioning

When Xiaomi He celebrated its fiftyth anniversary two months ago, Lei Jun, CEO of the Company, presented to the world the products with which the company I would conquer the future of consumer technology. During that event there was talk of refrigerators, washing machines, of chipsof electric cars and even smart taps. However, the most striking was what No There was talk: mobile phones.

In his fifteen years of history, Xiaomi has been inserted in the popular imaginary as a company of functional mobile phones and good price. The figures are witness: Xiaomi It has grown year after year in Spain until it becomes the indisputable leader in sales, and the perspective in the medium term It remains of growth. It was the company that broke the taboo over Chinese technology and the one that opened the door so that others, later access the western market.

That is the past. Xiaomi’s future does not only go through mobile phones.

May events and Junewhere they also presented The glasses and The Yu7they symbolize a change that the company has been undertaking for years. The future of consumer technology no longer resides on phones (although they are still very important, such as THE MIX FLIP 2 reveals) but in everything that We can connectwhat today translates into all applications of our daily life: from The appliances even watches, through voice attendees, televisions and, of course, The electric car.

Xiaomi aspires to unify all the technologies of a life and shelter them under their brand. And that aspiration is ambitious: FEVER FOR SU7 In China, it shows that there is an appetite of “Xiaomi products” beyond mobile phones even in the most unsuspected places. The one that arrives in Spain today is a wide tour in our country, every year more if we think In the demanding heat waves that all summers attain us: the air-conditioning.

The model that Xiaomi launches in Spain (the MIJIA AIR CONDITIONER PRO ECO In two powers, 2.6 kW and 3.5 kW) It is the spearhead of a much more ambitious expansion. In China, Xiaomi has been selling all kinds of household appliances and domestic technologies for years. Spain is its gateway to the western market. And to understand its strategy, to decipher what is the future path of Xiaomi globally and in our country, we have sat down to talk to Borja Gómez CarrilloCountry Manager of Xiaomi Iberia.

The air conditioning and Xiaomi plans

In your last events you have accent on appliances: washing machine, fridge and even an intelligent tap. What is Xiaomi’s strategy at home?

We are a company that is known by smartphones. It is very recognized in that area, our flagship, but more and more the part of the ecosystem has more relevance. We call “ecosystem” to products that are neither tablets or smartphones: the scooter, the security camera, the televisions and, of course, the appliances. Now we bring the air conditioning already the end of the year the refrigerators and washing machines.

Why do we do this? Because we want to offer the consumer more and more products. We know that the smartphones market is very saturated, in penetration rates of more than 110%. Competing there is complicated. And that we are growing and we will continue to do so. But we want to expand the range of options for the consumer to have more capacity to buy our products.

Who can do this right now? I think we are the only manufacturer that can offer that variety. How do we want to do it? Through “Human Car Home”. That the connectivity between devices is easy, that you can leave the office, with the smartphone, reach the car and you can connect; that you can see the security cameras of your home; that you may have left something prepared in the kitchen and program.

It is striking that in that proposal the first thing you bring is an air conditioning because, as a consumer, I would not associate it so intuitively to the connected home. Why have you decided to start in Spain around?

We can decide because, as you know, there are a lot of products in China, more than 2,500, and depending on the needs of the final consumer and the possibilities of selling it in the market we are bringing it. With the air conditioning we had to take advantage of: if we did not sell it in summer, later we were not going to be able to sell it. So the moment was now.

We also believe it is a device that can be connected very easily. And in Spain, for the temperatures and for the market we have studied, we believe that it can give us good penetration.

Is the decision to bring it to Spain very specific?

Yes because not all Europe will have the air conditioning, and it is not going to be sold in all areas. In northern Spain the market is smaller than in the south. In Spain and Portugal, in the Peninsula in general, it can be brought by its climatic characteristics.

You have mentioned the times and the decision to bring it right now, on July 4. Are you afraid of something late to the air conditioning campaign?

We arrive something fair, but we have preferred to launch it now so that consumers can see the entire ecosystem we offer them. The truth is that it is at the limit. Generally the campaigns close in advance, but we do not bring a complicated units of selling. We have the right thing to have coverage throughout this year.

I said it also thinking about everything that entails an air conditioning. Maintenance, post-sale service, installation. How are you going to land all this process in Spain for the client?

We bring two references and what we are always going to do is use our HUB. We have reached agreements with all our Partners so that we can deliver it directly to the final consumer or our distributors.

Do you consider opening your own stores in Spain to teach your appliances? People are used to buying a mobile on the Internet, it is something that we have assumed, but other types of devices may not.

Our goal for this year is to open three stores. The first is going to be in Madrid and then we will see according to the needs, or in Barcelona or another in Madrid. The goal for future years will be to expand in other points. In those stores what can be done will be to see the smartphone and the entire ecosystem we offer. It will not be a “flagship”: it will be a store where the consumer can go to buy from a phone to an air conditioning, through a fridge and, of course, in tomorrow, a car.

What we can expect from Xiaomi

Suppose I want to buy the new Xiaomi air tomorrow. On the side of the distribution, what will that process be like? Where am I going to have to go, how am I going to have to do it?

Of course, on our website. And then with our Partnerslike Mediamartk.

The installation of your air conditioning is mandatory to do it with you. Because?

Yes, we offer an all -inclusive service where the consumer, when buying the air conditioning, has included the installation with our technical service. When you buy an air conditioning on a website it is more complicated, in the end when you do the budgets it does not always fit reality. When you go to the user’s house, the dimensions are others. We have reached an agreement with a technical service exclusively to install it.

But with Mediamarkt it won’t be so. There the client can choose the installation.

On the web side, is it for an interest in controlling the product, so to speak, to ensure quality standards in the installation?

No, in the end what we want is for the user’s final experience to be the best. It is not a product like a smartphone, it is something more delicate. Then there is the theme of the after -sales. If you have any failure, who is going to give that coverage? What we want is to make sure that the consumer has the best experience, nothing more.

This technical service has coverage in 100% of Spain. It is bought in Seville or Santander, we want the client to have the same spare possibilities and that the service can go to their home.

Leaving the air conditioning, you have talked about bringing other appliances to Spain throughout this year. Do you already have dates and what concrete products will you bring?

We still have no date, but it will be At the end of this year. It will be both the fridge and the washing machine. We are defining which model we will bring to the Spanish market. In the case of the washing machine, for example, a combi model is not the same as an American one; an 8 kilos or 12 washing machine; with dryer or without dryer. The market of Spain is not the same as that of China, so depending on the study we do we will bring a model or another.

What other products do you plan to bring from 2026 or in the following years? What is the Road Map of Xiaomi in Spain.

There are several products that we are analyzing whether or not they have a place in the Spanish market. But I can’t reveal them either.

In the face of bringing the concept of human car home, do you think Spain is a simpler market for you for the great penetration and recognition that your brand?

Could be. Spain is a country where for any company it is easier to do pilot tests: the consumer likes to try different things.

This whole process is accompanied by a “premiumization” of Xiaomi in the mobile market. Do you also want to move it to appliances and the rest of your products?

In the end the company has a clear policy of “honest prices.” According to the range we will always offer the price that best suits the needs of the consumer, but without dispensing with the latest technological benefits. And we are going to do so in all our products, both in smartphones and in appliances and, tomorrow, the car.

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