“Confrontation” Echoes! Xiaomi Appoints Multiple African Market Senior Executives, Lei Jun Says to Increase Investment! Xiaomi's Share in African Market Rises to 11%, Ranked Third after Tecno and Samsung

Xinhua Technology News, August 13th morning news, Xinhua Technology has learned that Xiaomi has recently undergone a personnel adjustment for its African market, appointing Liu Shiqi as the general manager of the African region and responsible person for West Africa, reporting to the international sales department general manager Lin En.

In addition, this personnel adjustment also involved multiple senior executives in the African region. Zhang Chengzong was appointed as the responsible person for East Africa, Huang Jinhua was appointed as the country manager for Kenya, Wu Chunhui was appointed as the market department head, and Liu Yiqi was appointed as the after-sales service department head, all reporting to Liu Shiqi.

According to data, Xiaomi officially entered the African market in 2019. That year, Xiaomi released internal documents stating that, after international business management layer research and group organization department investigation, CEO approval was given for the establishment of an African regional department to promote the expansion of Xiaomi's African business.

At the eighth Africa Entrepreneurship Summit, Xiaomi Group founder, chairman, and CEO Lei Jun mentioned in his speech that Xiaomi has already established businesses in 16 African countries, including Egypt, South Africa, Nigeria, Morocco, Algeria, and Kenya, among others. The next step is to increase investment on the African continent. He also mentioned that Xiaomi hopes to have opportunities to strengthen cooperation with African companies in various new industries, including new energy cars and emerging industries.

Notably, Xiaomi's investment in the African market is also threatening to start-up phone manufacturers like Tecno. In 2024, Xiaomi's sales growth in Africa reached 38%, with a market share of 11%, ranking third after Tecno and Samsung. Currently, Tecno is accelerating its diversification strategy. Prior to this, Xinhua Technology had previously reported that from informed sources, Tecno Holdings has established an out-of-home business department to explore related businesses such as electric vehicles.

Source: Sina News