AsianFin -- Chinese tech giant Xiaomi has begun rolling out its “New Retail” strategy overseas, targeting Southeast Asia as its first international market, according to Shanghai Securities News.

As of the second quarter of 2025, Xiaomi has established approximately 200 “Mi Home” stores abroad, with over 100 new outlets planned for Southeast Asia this year, primarily in Thailand and Malaysia. The initiative marks the first major overseas expansion for Xiaomi’s integrated online-to-offline retail model.

The company’s latest earnings report shows that Xiaomi holds a 19% smartphone market share in Southeast Asia for Q2, ranking first in the region. Shipments rose 8% year-on-year, underscoring strong demand for the brand’s devices.

“Xiaomi’s initial foray into Southeast Asia with our New Retail model has been a success, particularly in enhancing our brand’s premium positioning beyond expectations,” said Tang Li, Xiaomi’s Regional General Manager for Southeast Asia.