Zhongguancun Brands Gaining Favor With Young Russians

- Jun 19, 2018-

China-made electronic devices and household appliances are becoming popular in Russia due to their high quality and good cost performance, and Chinese smartphones have become a fashion statement among Russian youngsters.

Xiaomi introduced its latest flagship smartphone to Russian consumers at a news conference on June 6 in Moscow.

The launch attracted not only media attention, but also loyal local fans - or Mi fans as Xiaomi enthusiasts are known. In Russia, the Mi fan community is growing.

Steven Wang, Xiaomi's head of regional marketing, said Russia is one of the first overseas locations Xiaomi chooses to release its new smartphones in.

"The increasing number of Mi fans in Russia is incredible and unexpected," Wang said. "So it is also our honor to introduce our new flagship smartphone Mi Mix 2S to our Russian Mi fans first."

According to data from Counterpoint Research, a Hong Kong-based research company, sales of Xiaomi smartphones increased 60 percent in the second quarter of 2017, and have become the fastest-growing cellphone brand in Russia.

Sergey Fomin, director of strategic development at Marvel-Distribution, said the market share of the Chinese brand in the Russian smartphone market reached 30 percent by the end of 2017, and Xiaomi and Huawei were the Chinese firms with the largest sales volumes.

Kirill Sidnov, a Russian Mi fan since 2014, came to the news conference to see the new smartphone.

He said Chinese smartphones have occupied more market share in Russia in recent years due to their low prices, variety of functions and high performance.