Xiaomi is expanding its presence in Germany: The technology giant is planning to set up its European headquarters in Düsseldorf with hundreds of employees. There the group is in the company of its competitors Oppo and Vivo.
The Chinese electronics company Xiaomi has already opened its German headquarters in Düsseldorf . Now the European headquarters will be built, as the Handelsblatt reports, citing Xiaomi's Germany boss Alan Chen Li.
According to Alan Chen Li, the manufacturer wants to set up the future European headquarters in Düsseldorf and employ several hundred people in the areas of logistics, finance, service and marketing. The central location in Europe speaks for the location. However, due to the covid-19 pandemic, it is difficult to predict a precise schedule for the construction.
The German headquarters and the first flagship store in Germany are already in Düsseldorf. The shop in the old town of the North Rhine-Westphalian state capital opened in the middle of the corona pandemic in summer 2020, but had to temporarily close again in December with the lockdown.
The temporary closure of the store did not harm the group. In the fourth quarter of 2020, the company was able to establish itself as the third largest manufacturer in the smartphone segment in Germany just a little over a year after its official start
According to figures from market researcher Canalys, Xiaomi was able to achieve growth of 140 percent in Germany within a year. Xiaomi's market share in the fourth quarter of 2020 with ten percent is still a long way from the top dogs Apple and Samsung with 38 and 33 percent respectively for the short time that the manufacturer is present on the German market, that is still considerable.
Xiaomi also grew massively worldwide in the fourth quarter: In total, Xiaomi sold 43.4 million devices in the period mentioned - 31 percent more than in the same period of the previous year. Worldwide, the manufacturer was able to outperform Huawei and take third place in the ranking.
Not only Xiaomi has chosen Düsseldorf as the German location for its offices, but also the competitors Oppo and Vivo, both of which are relatively fresh on the German market, have also settled there. In addition to German branches, Vivo and Oppo have already set up centers there for the control of European fortunes.
Düsseldorf is attractive to smartphone manufacturers due to its proximity to the network operator Vodafone; on the other hand, the city has a large Chinese community. In addition, the headquarters of Deutsche Telekom is in Bonn and 1 & 1 is also just a stone's throw away. Alan Chen Li, Country Manager Xiaomi Germany, confirms parts of this: Three things speak in favor of Düsseldorf: The good flight connections to our headquarters and the other offices in Western Europe, the synergies with all the other stakeholders in our industry, and some mobile phone providers also have their headquarters in this region - for example Vodafone, Deutsche Telekom and 1 & 1. Some of our most important distributors are also based here in the region. In addition, Düsseldorf is a beautiful city, very open