Part 5/10:
In 2016, Xiaomi took a page from Apple’s playbook by launching its physical retail outlets, known as Mi Homes, to enhance accessibility. This move aimed to bridge the gap left by online-only sales, which limited their visibility outside major cities. Concurrently, Xiaomi sought to reposition itself as a higher-end brand. The launch of the Mi 10 series marked a pivotal shift to the mid-to-high-end price segments, providing retailers with better margins while catering to a discerning customer base.