Xiaomi ventured into western Europe with a grand launch event on November 7 in the Spanish capital of Madrid. This is part of the Chinese smartphone maker’s ambitious plan to transform into a globally recognized brand.

Revealed at the event were two smartphone models for the Spaniards—the €499 bezel-free MIX 2 and the €229 Mi A1 powered by Google Android One—and other ecosystem products including the Mi Electric Scooter, the Mi Box, the Mi Action Camera 4K, and the Mi Band. The Beijing-headquartered company will be opening two authorized Mi shops in Madrid on November 11, the day when China will be celebrating the world’s largest shopping festival, Singles Day.

Xiaomi is working with electronics distributor Ingram Micro and Alibaba’s global delivery system AliExpress to further its European footprints. Spanish consumers had been buying Xiaomi phones even before the official localization, drawn to the brand’s budget-friendly models. An online-only retail has helped keep Xiaomi’s operational costs low, but Xiaomi has also started to embrace the “new retail” trend to include offline sales, which has contributed to its comeback this year.

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Rita Liao

Telling the uncommon China stories through tech. I can be reached at ritacyliao [at] gmail [dot] com.