Due to the increasingly fierce competition in domestic mobile phones, the sales growth of Xiaomi, which only sells online, is not as good as before. It has to start paying attention to offline brand promotion as well. Xiaomi cannot do offline channels. Firstly, Because it started late, its competitiveness is not strong. Secondly, because offline channels increase Xiaomi’s costs, it actually weakens the advantages of Xiaomi’s mobile phones.

Xiaomi has always been an Internet sales model. As competition from domestic mobile phones becomes increasingly fierce, and other brands have been focusing on offline promotion and celebrity endorsements, Xiaomi has to start offline sales in order to expand its own brand promotion. model, Xiaomi’s biggest purpose of opening Mi Home is not to sell, but more to promote its own brand, and as Xiaomi has more and more types of products online, the products displayed in Xiaomi Home have also become more and more popular. More and more, small items can be purchased directly after experiencing it in a physical store. It is very convenient. Large items can be purchased with more confidence after experiencing it in a physical store. Moreover, the sales staff of the physical store will introduce the product functions and usage methods on site to satisfy more consumers. the needs of the users.

Xiaomi’s offline channels started very late, and the number of Xiaomi Homes across the country is not very large. Compared with the number of OPPO and VIVO physical stores that attach great importance to offline promotion, the number of Xiaomi’s physical stores is only a drop in the bucket. The business strategy of Xiaomi is also different from that of OPPO and VIVO. Xiaomi Home still pays more attention to brand promotion and product experience. Xiaomi will not open a large number of Mi Homes because too many physical stores will increase costs. This conflicts with Xiaomi's original idea of ??reducing all intermediate links and launching the most cost-effective products, so physical stores will not It has become the focus of Xiaomi’s development.

The reason why Xiaomi opened Mi Home is that it had to launch a business model in the face of huge competitive pressure. However, offline will not become the focus of Xiaomi’s development, and offline operating costs will become Xiaomi’s burden. Tired, the price of Xiaomi today is slightly higher than before, which is more or less related to the opening of Xiaomi Home and inviting celebrity endorsements.