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. This is how Xiaomi money earns – they attract you and catch you 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. Borja Gómez, Country Manager of Xiaomi Iberia, during the interview at the Xiaomi offices in Spain. 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 … Read more