Xiaomi Shanghai Flagship Store (image credit: Xiaomi Official Weibo)

Xiaomi’s new strategy for public relations is label it as an Amazon-style company instead of China’s Apple, — Lei Jun, co-founder and CEO of Xiaomi, said in an interview with Reuters that the difference lies in the fact his company mainly makes money from Internet services instead of hardware. However, the company is still on its way to finishing the mission of establishing an Apple business model in China: opening retail stores.

Xiaomi is to open 18 flagship retail stores by the end of this year, co-founder Li Wanqiang told Yicai on Nov. 18th at the opening ceremony of Xiaomi Shanghai store.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com