Mi Home

Mi Home (小米之家) is the retail store brand of Xiaomi Corporation, the Chinese consumer-electronics group founded by Lei Jun. Rather than a standalone company, Mi Home is Xiaomi's own-channel retail format: a network of branded stores, largely company-operated in China and run through partner and franchise arrangements in many overseas markets, that sells Xiaomi smartphones, TVs, laptops, wearables, smart-home devices and the wider "Mi Ecosystem" of partner-branded products. The format was conceived as a physical extension of Xiaomi's online-first, value-for-money model. Stores are designed as open, hands-on experience spaces where customers can try phones, connected appliances and lifestyle gadgets, and where staff are trained to demonstrate ecosystem interoperability rather than push a single product. This experiential approach, combined with relatively high sales per square meter and a curated, fast-moving assortment, became a template for Chinese consumer-electronics retail. Mi Home sits inside Xiaomi's broader "new retail" strategy, which pairs the online mi.com store with offline Mi Home outlets and a tiered network of smaller Mi Stores and authorized partners reaching lower-tier cities. The stores are a key channel for cross-selling ecosystem products — from air purifiers and robot vacuums to smart lighting and kitchen appliances — and for reinforcing the brand's positioning as an affordable, design-led technology lifestyle brand. Internationally, Mi Home stores and Xiaomi's partner-run retail presence have expanded across India, Southeast Asia, Europe and Latin America, supporting Xiaomi's global push beyond handsets. The brand's identity is tightly bound to its parent: Mi Home is not separately listed and has no independent ownership, and its fortunes track Xiaomi's product cycles, its ecosystem-partner strategy and its broader retail expansion.

Mi Home grew out of Xiaomi's decision, after several years of online-only flash sales, to build a physical retail presence. Xiaomi was founded in 2010 by Lei Jun and partners as a software-and-hardware company selling high-specification phones at near-cost prices through its own e-commerce channel. As the Chinese market matured and competitors built dense offline networks, Xiaomi moved to complement mi.com with branded stores. The Mi Home concept launched in the early 2010s as a hands-on retail format, initially in a small number of flagship locations and then scaled rapidly. Stores were designed to feel like showrooms rather than conventional electronics counters: open display tables, live demo units, and staff trained to explain how phones connect to Xiaomi's growing family of ecosystem products. The format proved effective at lifting average transaction value through cross-selling and at building brand trust in lower-tier cities where online shopping was less established. Xiaomi later layered a tiered offline strategy on top of Mi Home, adding smaller Mi Stores and authorized partner outlets to reach counties and townships, and pairing offline expansion with its "new retail" push announced in the mid-2010s. The company reported rapid growth in its offline store count during that period, and Mi Home became a visible symbol of Xiaomi's transition from an internet-phone upstart to a broad consumer-electronics and lifestyle brand. Internationally, Xiaomi exported the format through partner-operated Mi Stores and Mi Home outlets, particularly in India and Southeast Asia, and later in parts of Europe and Latin America. These stores supported Xiaomi's global smartphone share gains and gave ecosystem products a physical showcase abroad. Mi Home remains a channel brand under Xiaomi Corporation rather than a separate legal entity. Its evolution tracks Xiaomi's wider strategy: premiumization of flagship phones, expansion of smart-home and IoT categories, and an online-to-offline retail model that blends mi.com with branded physical stores.

• 2018

  Xiaomi Corporation lists on the Hong Kong Stock Exchange (1810.HK), parent of the Mi Home retail brand.

• 2015

  Xiaomi accelerates offline expansion under its 'new retail' strategy, scaling Mi Home and smaller Mi Stores.

• 2011

  Mi Home retail concept introduced as Xiaomi's branded offline store format.

• 2010

  Xiaomi Corporation founded by Lei Jun and partners, building an online-first phone business.

Affordable, design-led technology lifestyle retail built around hands-on ecosystem experience and Xiaomi's online-to-offline new retail model.

• Xiaomi smartphones

• Mi Ecosystem smart-home devices

• Wearables and audio

• 2021.10.28

  Reported2021.10.28

  Xiaomi announces opening of its 10,000th Xiaomi Home store[2]小米宣布第1万家小米之家将于深圳开业finance.sina.com.cn

  Xiaomi announced that its 10,000th Xiaomi Home store was scheduled to open in Shenzhen on October 30, 2021.

• Unconfirmed

  Reported2019.09.25

  NEXGIM AI Power Fitness Bike launch[3]NEXGIM AI功率健身车上线finance.sina.com.cn

  NEXGIM launched its AI Power Fitness Bike, which became available through Xiaomi Mall and Xiaomi Home.

Read more

1. 1Xiaomi official websitemi.com
2. 2小米宣布第1万家小米之家将于深圳开业finance.sina.com.cn
3. 3NEXGIM AI功率健身车上线finance.sina.com.cn
4. 4小米发布NEXGIM健身车新品，深度布局家庭健身生态链_行业综合_行业_中金在线hy.stock.cnfol.com