At the launch conference of Xiaomi 6 on April 19 this year, Lei Jun publicly disclosed for the first time the strategic goal of Xiaomi Home: the offline retail revenue will exceed 70 billion in five years, 200 stores will be opened by the end of this year, and 1000 stores will be opened within three years.

In November 2011, the first Xiaomi Home opened in Beijing to provide after-sales maintenance services; In May 2015, the top version of Xiaomi Note was sold offline for the first time, and Xiaomi was transformed into an offline retail store. In just two years, Xiaomi Home welcomed the 100th store in China: Shanghai Yifengcheng Store opened on May 28.

In terms of channel laying, the difference between Xiaomi Home and other domestic mobile phone brands is that Xiaomi Home is responsible for its own business from site selection and expansion, store decoration and display, to the recruitment of store managers and clerks, and later store operation. The direct marketing mode is convenient for unified management and the same price online and offline.

According to Lin Bin, the president of Xiaomi, the current efficiency of Xiaomi Home (Daily sales per square area) It can reach 260000 yuan, second only to Apple among mobile phone brands.