Xiaomi’s Trojan horse knocks on the door and as soon as you open it, it runs through the entire house without exception, from the garage to the kitchen. Because the Chinese firm, in addition to renewing its T family of mobile phones with the Xiaomi 17T Pro, various wearables with the ambitious Smart Band 10 Pro at the helm or a few Smart TVs, the ‘Human × Car × Home’ intelligent ecosystem continues to grow and cross borders.
The last is that of the large appliance: after its global debut last year, Xiaomi has not waited too long to make the leap with refrigerators, washing machines and air conditioners in Europe. It is not a simple catalog expansion with household appliances, its movement is more ambitious and difficult to stop: Xiaomi is closing the circle.
Xiaomi has a new refrigerator and washing machine – dryer. The Mijia Refrigerator Side-by-Side is an elegant refrigerator with American-style stainless steel finishes and a 621-liter capacity: 385 liters correspond to the refrigerator and 236 liters to the freezer. Inside there are three levels for storage and up to 18 compartments to organize everything from drinks to bulk vegetables. The technology used for cooling is a dual inverter and has Ag⁺ Fresh, which reduces odors, keeps food fresh longer and, according to the brand, reduces the presence of bacteria such as E. coli. Its RRP is 849 euros.
The Mijia Front Load Washer Dryer is a modern washer dryer both inside and out. According to the brand, its energy efficiency is 30% higher than Class A of the EU energy labels. With 8 kg capacity, it has several useful modes for everyday use, such as quick mode, steam or hygienic, in which high temperature steam and hot water promise to eliminate 99.99% of bacteria. For drying, it uses three-dimensional air flow and sensors to optimize its duration. Both appliances can be controlled from their touch panel, by voice with Google and Amazon assistants and from the app, where you can receive notifications, control programs or the temperature and receive new functions.
Double door, stainless steel finishes and 621 liters of total capacity. Xiaomi
Why is it important. This is the official launch of Xiaomi’s large household appliances on the international market and in the absence of knowing their prices (availability is expected in July), due to its performance it is a clear competitor against great classics in Europe such as Bosch or Balay. But more than competition, it is a question of ecosystem.
Each connected appliance is one more node within its platform, which is not exactly small: in the third quarter of 2025, devices connected to Xiaomi they surpassed the barrier of 1,000 million and the most recent data for its investors they throw a figure of 1,118.7 million. The official annual report of 2025 evidence the importance of stickiness: there are 22.7 million users who have five or more connected devices of the brand. In that scenario, a washing machine is one more reason not to leave that ecosystem and Europe was the remaining piece to close it outside of China.
Context. Xiaomi has long ago left its particular comfort zone (if a brand of its size born in 2010 has one) and is doing so without experiments or blind tests, as already we have seen with their cars. In the case of lifestyle and home automation, it is going out of the box: in 2024that segment exceeded 100 billion yuan for the first time and grew at a rate of 30% year-on-year. Within that block, large appliances grew the most: 56.4%.
The strategy has been working in China for years and Europe is its first big test of fire away from home, as already announced at the Munich event from last September. A market where Xiaomi already has its user base and where the consumer is receptive to the quality-price combination.
Modern design and a large, colorful touch panel. Xiaomi
Yes, but. The fine print is that selling a washing machine in Europe is not like launching a mobile phone. Appliances involve more: installation, after-sales, technical service and a much longer expected durability that lasts for decades: between 11 and 13 years for a refrigerator, according to the Eurobarometer. Furthermore, the European consumer is demanding.
Long-established brands like Bosch or Miele have been building that reputation for generations on a very specific criterion: not failing when something fails. The real Achilles heel is that Xiaomi still does not have its own consolidated technical service network in Europe and in home appliances, trust is built after the sale, not before. The Chinese company has long ceased to be unknown and the price may attract that first purchase, but what builds loyalty in household appliances is not having to call the technician. And if you have to call him, let him arrive.
In Xataka | Xiaomi’s Trojan horse is here: a domestic ecosystem from which you will not be able to escape
Cover | Xiaomi
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