After years of waiting, the renowned Chinese brand Xiaomi, with a presence in more than 100 countries and regions, began to officially market the first three Redmi smartphones, the affordable line thought for a young audience; While last details to start manufacturing them in Tierra del Fuego in the first months of 2022.

The absence of the main Chinese technological exponent -huawei- and with LG in full withdrawal left a weight square in the Argentine cell phone market.

In this context, the second world manufacturer made its main announcement in mid -July together with Et etocor - Solnik. This national holding company dedicated to the Consumer Electronics industry with more than 40 years of life is responsible for the distribution of the equipment through various official sales channels.

"Actually several years ago we have been working together to publicize the brand to Argentine consumers. And at the same time to convince the brand of the relevance of the Argentine market in Latin America and the giant opportunity that they have here. Like all good work done with patience and solidity, they are now converging both realities," said Juan Pablo Baiardi, of Etercor, a company chosen as a distributor of the products of the Chinese company.

And he adds: "Consumers want alternatives and see in Xiaomi a brand capable of giving them and the brand appreciates the real growth and development potential they have in Argentina."

The goal was drawn to start marketing its first mid -range and high -end equipment below 80 thousand pesos. The Redmi Note 10 5G model, which imported 100,000 units, was the first to be announced in the country and Latin America a few weeks apart with China.

"This projection corresponds to an product import scheme. Without a doubt, with local manufacture the volume could be superior," added Baiardi.

The Redmi Note 10 5G is characterized by being a 5G connectivity equipment, the next generation of high -speed mobile telephone networks. It also has a 6.5 -inch screen with FHD+technology, 48 MP triple camera, 4 GB of RAM, 128 GB of storage, a 2020 processor and battery that according to its use can contribute up to 2 days of autonomy.

Over the years, the brand that displaced Apple worldwide is characterized by offering products in all prices and benefits. From phones closer to the entrance range such as Redmi 9 to models with characteristics of the Premium segment: the flagship of the Mi family, my note 10 or even the mi 11 lite.

Its main competitors in the country are Samsung and Motorola, while Nokia, Alcatel, LG, Sony and Apple fight for the rest of the Market Share.

In this regard, the manager told Clarín that in the country “the market is extremely concentrated with 90% in two brands; the rest fail to concentrate a relevant participation for various reasons, therefore, the positioning between them is very similar. Xiaomi will definitely seek to be able to give a high value alternative to all those people”.

In the first weeks of August, two new and ambitious proposals arrived to complete the family of cell phones and thus sustain its presence: Redmi Note 10s, with quadruple camera and long -term drums, next to the Redmi Note 10 Pro range that stands out for its 108 megapixel camera.

According to Etercor, the reception by the Argentine public lover of these teams and their benefits was such that they "broke stock" in the first weeks; And the brand is expected to bring more in the course of the days.

Even without presence in the sales channels of telephone operators, these equipment can be acquired exclusively through the official Xiaomi store in Mercado Libre and the Market Frávega or Megatone Network. In addition to the offer provided by Banco Nación and the Macro Bank (Macro Premia) store with proposals of up to 24 installments without interest.

"In this first stage, we are marketing the products only by digital channels, and not yet in physical stores. This is the same strategy that Xiaomi used in China at the time of starting to operate. And the reason is to be able to maximize the distribution costs, in order to generate the alternative of the best technology at the best price," Baiardi said.

And he remarks: "Xiaomi has a motto that refers to" The Honest Price "or the honest price. It is a commitment to its fans and it is about giving them the best alternative in technology at the best price. Thus simple and complex at the same time. All its value is held in that concept and clearly for the results obtained, they are doing it with tremendous success," Baiardi said.

Xiaomi's future in Argentina
The Etercor group has a factory in Tierra del Fuego, owned by Solnik, with the industrial equipment necessary for the manufacture of state -of -the -art electronics.

Currently, it manufactures, for example, Global HMD products official of the Nokia brand, and everything indicates that Surely Xiaomi will also be part of the proposal. In fact, the first products are expected to be “Manufactured in Tierra del Fuego” will begin arriving in the first months of 2022.

The Argentine firm, which currently employs 400 people, will also deal with the post -sales service for Xiaomi products, as they are already for Bose, Nokia and Apple brands.

But not everything is cell phones in the technological universe of Xiaomi. From the most important categories such as TV or air conditioners, through urban mobility or intelligent lights to robots vacuum clezers are part of their product catalog. Even now it also enters the world of robots with a quadruped model inspired by the physiognomy of a dog. His name is Cyberdog, open source, and is designed to be a companion.

The first of his class, as the Chinese manufacturer recognized recently, aims not only to captivate fans of brand products, robotics enthusiasts and developers to collaborate in an open source project to improve the potential of quadruped robots.

“As soon as this product (Cyberdog) is available in its international version, we will analyze it from now on. The Argentine consumer is a fan of the disruptive news in technological matters and that is why it became so fanatic of the brand in a short time. The robot vacuum cleaners are another great example of how a product without too much tradition in the country works very well when it combines functionality and cost. In very few days we were left without stock for the excellent sales that it had and We had to increase the supply, ”said Baiardi.

SL / Hernán Marble / Clarin.com