One of the biggest online markets on the African continent, Jumia, has signed a partnership deal with Chinese mobile phone giant, Xiaomi. The ecommerce platform, by this partnership deal, will open an official store on its platform for the Mi series, Xiaomi’s flagship phone brand.
The store will allow Xiaomi customers, across 14 countries on the African continent, to easily have access to the flagship Mi phones. The first countries this Jumia-Xiaomi partnership will serve are Ghana and Nigeria. The others coutnries in the first phase include Ivory Coast, Kenya, Morocco and Egypt.
Supplies for these markets on Jumia will come directly from China. With this partnership, Xiaomi is set to launch the Redmi Go smartphone solely to its customers in Africa. The Redmi Go is the lowest budget phone in 2019, costing about $90, which is roughly ₵500. It comes with a 1GB RAM and an internal space of 8GB.
Jumia’s executive’s remarks
Romain Christodoulou, Senior Vice President of Jumia Group, applauded the partnership with Xiaomi. He believes the partnership with the mobile phone giant will strengthen smartphone adoption in Africa. Christodoulou also promised that the companies’ collaboration will also help support ecommerce penetration on the African continent.
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“This partnership is very important for us, as it will definitely foster the smartphone adoption in Africa as well as support e-commerce penetration. Xiaomi and Jumia have very similar internet DNA and will serve a common purpose: delivering the best in class affordable smartphones along with the best shopping experience. This will be very beneficial for both companies and above all for the consumers in Africa.”
Xiaomi’s executive’s remarks
Currently, the Xiaomi company is considering plans of a department that will focus solely on the African markets, since there is growth in its home-grown Chinese market.
Wang Xiang, the Senior Vice President for Xiaomi, believes working with Jumia will bring innovation to the company’s Mi fans in Africa.
“We believe in working with companies that share our values and delighted to partner with Jumia to reach more Mi fans across Africa. The e-commerce model is part of Xiaomi’s DNA and we believe that working with Jumia will help us bring innovation for everyone across the continent.”
Xiaomi is looking to strengthen its position as one of the world’s best smartphone makers, thus, its African moves. The partnership deal with Jumia is not the only move the phone maker is making towards Africa.
At the moment, Xiaomi is considering to site its first African office in Nairobi, Kenya. This is among plans to enjoy parts of the African smartphone market, which its rivals Huawei and Transsion Holdings are already enjoying. Transsion Holdings is the manufacturer of popular smartphones in Africa including the Infinix, Itel and Tecno brands.