Xiaomi has now opened its shop doors to a UK audience, but for accessories only. The company is better known for its phones, however, so how do you buy Xiaomi phones in the UK?
Update 30 July: It has been brought to our attention that the Xiaomi UK store linked to within this article now re-directs users to NIS Store for purchasing Xiaomi products in the UK. We're not entirely sure yet what the deal is with this, but readers who are concerned about purchasing via NIS Store can also visit mi.com/en/store to buy direct from Xiaomi. Do note, though, that products are shipped from China and appear to have quite heavy shipping costs.
Xiaomi is the number-one phone manufacturer in China, and the fifth largest worldwide. It produces phones, tablets and accessories to compete with flagship devices such as the Samsung Galaxy S6 and iPhone 6, and at far more affordable prices. But, until recently, the company refused to even send review samples to the UK, let alone deliver Xiaomi products to UK consumers.
So why is it so difficult to buy Xiaomi products in the UK? Xiaomi is widely known as China's Apple, and one of the key problems five-year-old Xiaomi faces in bringing its phones to the UK is potential disputes over patent infringement.
In response to Xiaomi's alleged copying of the iPhone, Apple's Jony Ive has previously been quoted as saying: "It is theft and it is lazy. I don't think it is okay at all."
Xiaomi is already more popular in China than is Apple, and if it wants to take on Apple in the UK and elsewhere then it will more than likely face fierce opposition.
How to buy Xiaomi products in the UK through official channels
At the end of May Xiaomi began selling headphones, power banks, wearables, cameras and more to UK customers through its online store.
Although it was possible to buy these products in the UK before May - for example our Xiaomi Mi Band activity tracker came from Mobile Fun, and we're waiting on a Xiaomi Power Bank from Geekbuying - Xiaomi previously had no control over product pricing or after-sales support.
Xiaomi has now enlisted B2X to handle after-sales care in the European market, including the UK, Germany and France.
"With B2X’s global reach and local on-the-ground expertise, we will be able to offer superior after sales service to our customers in Europe. The unique technology and smart service platform offered by B2X will help us adapt to customer needs quickly and effectively in this new, critical market," said Hugo Barra, vice president of Xiaomi Global.
To buy Xiaomi accessories in the UK, head to xiaomi-mi.co.uk and browse the store. If a product is available to purchase in the UK there will be a link on the product page to 'Buy ON-Line'. Xiaomi offers one-day-, express- and expedited delivery options. For any queries you should contact Xiaomi's London-based office via email at [email protected].
At the time of writing, though, only the Xiaomi Mi Band, Xiaomi Huosai v2 Piston Gold earphones, Xiaomi Yi Sport Action Camera, Xiaomi Camera with Stick, Xiaomi Router Wi-Fi mini and Xiaomi Bottle were listed as available to buy in the UK, and B2X was unable to confirm when or even if other Xiaomi products would become available to UK customers.
If you're looking to buy one of its Mi- or Redmi- branded phones, Mi Pad tablet or other Xiaomi products such as the Xiaomi Mi TV 2 in the UK you'll need to go through unofficial channels, which we'll discuss below.
Poll: Would you buy a Xiaomi phone in the UK?
How to buy Xiaomi phones, Xiaomi tablets and more in the UK through unofficial channels
For a while now we've been using Chinese sites Geekbuying, GearBest and Coolicool to supply us with Chinese phones for review. These are known as grey-market sites, but you shouldn't necessarily let that put you off. The grey market is very different to the black market - for a start, it is not illegal.
The grey market is a channel through which goods are imported by distributors not authorised by the manufacturer, allowing UK consumers to purchase products not intended to be sold in the UK market. Geekbuying, GearBest and Coolicool all sell Xiaomi phones to UK customers (there are many more sites that offer to import Xiaomi devices, too, although we wouldn't recommend any we hadn't personally dealt with here).
A key benefit of buying grey-market tech is that you are able to buy competitive products at attractive prices (which fluctuate daily in line with the market), and it's often the only way you'll be able to get hold of a particular phone or tablet you have your eye on. We have been using these sites for many months now, but while we have encountered few problems it's important to point out that some risks are involved. And plus, remember that we are not dealing with these sites as paying customers.
Import duty is the issue you're most likely to run into, and while Customs may not pick up your package that doesn't mean you're not liable to paying tax. We've found on a couple occasions that we have received a bill from DHL several weeks after we have received a phone to review. However, grey-market sites often have EU warehouses from which they can dispatch your goods and, although you'll pay a little more upfront, you won't incur any charges later on.
The other problem is returns. Although these sites have policies in place, shipping a faulty phone back to China is a hassle in itself. Read more about the pros and cons of buying grey market tech.
An alternative option for buying Xiaomi phones and tablets in the UK is to look on Amazon and eBay. You'll always find Xiaomi products listed here, and the buyer protection schemes will offer you greater peace of mind - but be wary of pricing. The simple fact that Xiaomi can be difficult to buy in the UK is an excuse for some chancers to whack their prices right up. Compare Amazon and eBay pricing to that of grey-market sites and you'll often find that even with import duty the latter offers the better deal. Also beware of counterfeit devices and always ensure a phone will operate on your UK network before you buy - see How to tell if a phone is supported by your mobile operator.
Follow Marie Brewis on Twitter.
How to buy Xiaomi products in the UK: Buy Xiaomi phones, Xiaomi tablets and Xiaomi accessories in the UK
How to buy Xiaomi products in the UK: Buy Xiaomi phones, Xiaomi tablets and Xiaomi accessories in the UK
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