Xiaomi partners with Jumia to launch into the African market

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Xiaomi is one of the leading smartphone manufacturers in the world and even more so, a top budget smartphone maker. Without any doubt, budget smartphones sell more especially in Africa and for a brand like Xiaomi, this is a good opportunity to enter the market with Jumia’s large pool of customers. The collaboration was sealed in the recently concluded Mobile World Congress in Barcelona as part of the agenda Xiaomi announced earlier to target the African market. Jumia Group’s Senior Vice President had this to say about the new partnership;

“This partnership is very important for us, as it will definitely foster the smartphone adoption in Africa as well as support e-commerce penetration. Xiaomi and Jumia have very similar internet DNA and will serve a common purpose: delivering the best in class affordable smartphones along with the best shopping experience. This will be very beneficial for both companies and above all for the consumers in Africa.”

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Mr Romain Christodoulou
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Romain Christodoulou and Wang Xiang signing the partnership in Barcelona

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This move will be a healthy competition for Transsion Holdings which is currently the main shareholder of Africa’s smartphone market. As a result of the new deal, Xiaomi will have an official store on Jumia, giving millions of consumers access to their products. To mark the partnership, Xiaomi will be launching its Redmi Go smartphone (which is an affordable smartphone tailored for this type of market) exclusively for the African market. For a start, the partnership will involve Nigeria, Kenya, Egypt, Ghana, Morocco, and Ivory Coast. After that, the deal is to spread into other countries among Jumia’s portfolio. The Global Senior Vice President & Head of International Business at Xiaomi says;

“We believe in working with companies that share our values and delighted to partner with Jumia to reach more Mi fans across Africa, the e-commerce model is part of Xiaomi’s DNA and we believe that working with Jumia will help us bring innovation for everyone across the continent.”

Wang Xiang
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Personnel from Jumia and Xiaomi

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Africa is a growing market for budget smartphones, an area of expertise for Xiaomi considering its success in India another budget-centric smartphone niche. This is in line with Xiaomi’s plan to spread beyond the borders of the Asian territory as it is doing in Europe and other parts of the World. So look forward to seeing their smartphones around you if you’re in Africa.