From Mi Fans to Partners

Xiaomi’s fans – Mi Fans – are an integral part of our corporate culture. Mi Fans also contribute to our widespread reach through a new program known as Xiaomi kiosks. In March 2017, we established a new sales channel called Xiaomi kiosks to reach districts without Mi Home Stores and towns and villages with limited e-commerce access. We’ve been encouraging Mi Fans to run their own Xiaomi kiosks, allowing them to use their in-depth knowledge of Xiaomi to become a Xiaomi business partner.

A Xiaomi kiosk in a small village

Ye Rong, from Wuxi city in Southern China’s Jiangsu province, is among the first Xiaomi kiosks owners, running a 12 sq. meter Xiaomi kiosk in a district of Wuxi. He sells a wide array of trendy Xiaomi products, including the Mi AI Speaker and the Mi Temperature and Humidity Monitor.

Ye Rong’s Xiaomi kiosk

Like many other Xiaomi kiosks owners who are Internet savvy, aware of trends in technology and have developed a love for Xiaomi products, Ye Rong first became interested in Xiaomi in the summer of 2013, when he bought a Mi 3 for his father as a present.

At the start of 2014, he started to buy Redmi smartphones for his friends and acquaintances. He came to know the Xiaomi kiosks program in the start of 2017 and applied to it. After passing an exam to test his level of understanding of Xiaomi products, Ye Rong officially became a kiosk owner on June 1, 2017.

In the Xiaomi kiosks business model, owners don’t need to pay any initial fee or deposit and are given a lot of freedom, including the ability to choose the site of their kiosks. In fact, partners may choose not to have a brick-and-mortar store, and instead, have a series of pop up booths to reach customers in a variety of locations. Different from a full-scale store, Xiaomi kiosks owners can place small orders from Xiaomi headquarters to avoid the risk of excess inventory. Shop owners can also use the company’s warehouse, delivery services and post-service support. They are also given training from time to time, allowing them to share learnings and experiences from their region.

Xiaomi products on display at a Xiaomi kiosks owner’s pop-up booth

Because Xiaomi is deeply committed to fair business practices, they do require all partners abide by three key rules: all product prices must align with Mi Home stores’ sale prices, no cross-region sales and no cheating.

We have been encouraging our Mi Fan partners to use innovative methods to promote their business. Ye Rong has been glued to his Mi MIX 2, using various social media platforms to build a network of hundreds of clients. Another Mi Fan surnamed Xu, who is just 21, has achieved a monthly sales revenue of over RMB 100,000 by organizing creative roadshows in busy areas to attract new customers.

The Mi Fan, as well as Xiaomi kiosks owner surnamed Xu is organizing a roadshow

On August 2, 2017, after the first batch of Xiaomi kiosks reached a sales revenue of RMB 100 million, Ye Rong posted a WeChat group photo featuring representatives of Xiaomi kiosks owners with several Xiaomi executives. He wrote, “So proud to be part of this achievement. Thanks to all the users who have trusted me. We bring good products at honest prices, and high-quality door-to-door services as well.”

Why Xiaomi leaped into the VR industry

For centuries, people have dreamed of new worlds and dimensions, something that has more recently been brought to life in Sci-Fi films and even more recently, has become a reality through VR.

And the VR industry came to the middle of a whirlwind in 2014, as in that March, Facebook acquired the VR pioneer Oculus – which has been testing VR devices since 2012 – for $2 billion. Soon after that, global technology players like Google and Samsung followed suit, investing heavily in this growing industry. 

Xiaomi’s leap into VR

By the end of 2015, our founder and CEO Lei Jun discussed with Alee, our co-founder who leads the marketing team as well as other high-level Xiaomi executives about introducing more cutting-edge technology to Mi Fans. It was at this time that we established Mi Lab and confirmed two major research directions – AI and VR.

Lei Jun told the VR team, “If you are going to dive deep into the VR field, you have to be fully prepared for a hard time of at least five years.” From day one, we decided to fully commit to exploring and adapting VR practices and integrating them into our technology.

In 2016, we launched our first standard-sized VR headset in China for RMB 199, a device that required a separate smartphone. We continued to develop a standalone VR headset that was easy to use anytime, anywhere, and still priced affordably, all while providing a high-quality VR experience.

We were determined to find the world’s best and most dedicated team to work together. Since 2015, we’ve been visiting Oculus to collaborate and understand their VR developments. To bring the best in the industry to our customers, and let more people enjoy high-quality VR experiences, we partnered with Oculus to bring two standalone VR headsets to the market: Oculus Go and Xiaomi Mi VR Standalone.

An important part of good VR experiences stems from engaging VR content, which mainly comes from games these days, as gaming companies are best at computer graphics, which can build a genuine and immersive 3D world.

Nowadays our VR platform brings over 100 popular VR games from around the world to China. For example, by playing “Hello Mars,” which uses NASA’s statistics, the player can experience an adventure of taking a spacecraft and landing on Mars. While in “Dream Flight,” the player can soar over oceans and villages, exploring the world’s geography. 

According to the China Culture and Entertainment Industry Association, in 2017, VR games achieved a sales revenue of about $62.5 million in China, growing 28.2 percent from the previous year. There were over 800 popular VR games on the market, mostly from global makers. Meanwhile, we are working with developers directly to bring more engaging content to China.  

Ever growing content in the global markets

Currently, VR content in the global markets mainly touches the gaming, education, design and tourism industries, among which gaming is also the most popular.

Analyst firm TechNavio anticipates that between the year 2016 and 2020, the world’s VR game market scale will increase 84.4 percent. By 2020, its sales revenue will achieve $162 billion, with the major income stemming from the US.

As the VR industry grows, it has introduced numerous tools, such as VRChat, a social platform that allows users to create and explore virtual worlds with other people from around the world. You can play the game with a VR headset or in desktop mode, but a VR device creates a more immersive experience.

However, the VR industry is still very young and VR content is still in its early stages. According to our research, on a global scale, the average time that people spend on VR is just 21 minutes per day. On Oculus’ devices, the world’s largest VR platform, the average time spent is 37 minutes. Even in these early days, we found that 20 percent of VR game players are willing to pay for VR games, and most players care more about content quality than the price.

We anticipate that VR will have to go through major transformations in both hardware and content to bring users an experience that truly transcends and amplifies the real world. It may take time to achieve this goal, especially as we are now only starting in China, but we are looking forward to experiencing aiding in the growth of the VR industry across the world in the coming years.


Xiaomi introduces Mi VR Standalone, a new all-in-one VR system coming to China in 2018

LAS VEGAS, Jan. 8, 2018 — Today, global technology leader Xiaomi, and Oculus announced they have been working together to bring two standalone VR headsets to market: Oculus Go and Xiaomi Mi VR Standalone. Both headsets aim to lower barriers of entry, allowing more people to experience high-quality VR.

The Mi VR Standalone headset will be available exclusively in China. Oculus Go, first announced at Oculus Connect in October 2017, will be available in the rest of the world. This new standalone category of hardware is designed to bring more freedom and accessibility to VR. Without the need for a cable, external sensors, or a dropped-in mobile phone, standalone headsets represent an exciting new phase of VR hardware.

In collaboration with Qualcomm Technologies, both headsets use the powerful Snapdragon Mobile VR Platform to address VR processing demands in this standalone form factor. By bringing together Xiaomi’s innovation and experience in consumer electronics and Oculus’ industry-leading VR engineering and expertise, both Mi VR Standalone and Oculus Go will offer cutting-edge technologies and a high level of craftsmanship.

Facebook VP of VR Hugo Barra, Qualcomm Incorporated President Cristiano Amon, and Xiaomi VP Thomas Tang at CES 2018.

Tang Mu, VP of Mi Ecosystem and head of Mi Lab, said: “We are excited to work with Oculus on these standalone devices that exceed expectations in terms of performance at a very attractive price. Xiaomi has always relentlessly pursued the best user experience and price-to-performance ratio. For the best experience, we consider every minute detail. Through our collaboration with Oculus, we have integrated world-class technologies and craftsmanship to produce a VR standalone that lets people immerse themselves in another world without being connected to smartphones or computers.”

“The standalone VR form factor represents the next significant phase of VR hardware development at Oculus,” said Hugo Barra, VP of VR at Facebook. “Through our partnership with Xiaomi, both Oculus Go and Mi VR Standalone represent our first step in delivering that sweet spot between mobile and PC VR. These devices will be, hands down, the easiest way to get into VR.”

Mi VR Standalone shares the same core hardware as Oculus Go. Both headsets have the same advanced technologies, including a 2K high-resolution fast-switch LCD screen, next-generation lenses and integrated spatial audio. Adding to these features is a vast content library of movies, 360° videos and interactive games available through the Mi VR Store.

Mi VR Standalone features integrated spatial audio technology developed by Oculus. The audio drivers are built directly into the headset, making getting in and out of VR much faster and making the headset easy to share with someone else. There’s also a 3.5mm headphone jack for a more private listening experience.

Based on Oculus technology, the Mi VR Standalone system caters to what Chinese users want the most: a powerful video player and a localized social experience. Mi VR Standalone supports both the Oculus Mobile SDK and the Mi VR SDK, making it easy for Chinese developers to support the headset, and giving existing Oculus developers a streamlined path to bring their content to the Chinese market on the Mi VR platform. Xiaomi is working with developers to bring some of the popular games, videos and apps from the Oculus Store to the Mi VR Store in China, giving Chinese consumers access to high-quality mobile VR content.

Capture the world through new lenses

Are you getting a little bored of your 4:3, 16:9 or even 18:9 camera frames that provide a limited view of the world you are trying to capture? 360-degree cameras can represent a scene in an entirely new way, enabling the viewer to capture a greater range and sensory experience.

Among the many products in this rapidly growing photography category, Mi Sphere Camera is an well rounded, accessible device that elevates the user experience from just seeing the world in the front to the entire scenario of that location.

“A 360-degree camera is an important tool that allows consumers to make their own VR content,” said Huang Yetao, founder of MadV, the manufacturer of Mi Sphere Camera. (MadV is one of Xiaomi’s Mi Ecosystem companies.)

In addition to capturing 360-degree still photos, Mi Sphere Camera also allows users to record amazing panoramic videos at high speeds. Its six-axis electronic image stabilization corrects movement while skiing, skydiving, bungee jumping, or any other high-speed actions. It also has a 1600mAH battery, which is higher in capacity than many other products in its price category. The powerful battery supports up to 75 minutes of 4K video on a single charge during normal temperature conditions.

To accommodate the adventurer who uses the Mi Sphere Camera, the unit is water and dust proof, and can withstand being immersed in 1m of water for up to 30 minutes.

The size is also an important attribute as the Mi Sphere Camera was designed for individuals who are often carrying a lot of equipment. In fact, the thinnest part of the Mi Sphere Camera is only 12mm, making it easy to transport and store as well.

With such specifications, users can focus on reaching the next peak, pushing their limits or exploring a new city knowing that their camera will capture each adventure to the fullest.


Life in 360, a YouTube channel focused on 360 photography, created a video comparing the 4K video effects of Mi Sphere Camera, INSTA One and Theta V — three popular consumer-level 360-degree cameras. After changing locations and light conditions with the three units, the reviewer found that Mi Sphere Camera did a great job in stitching and stabilization, and just as well as the others when it comes to the quality of 4K videos.

Below are the key specifications of the three 360-cameras portrayed in the video:

Device name Theta V INSTA 360 One Mi Sphere Camera
Image resolution 5376 x 2688 6912 x 3456 6912 x 3456
Video resolution 3840×1920@30fps 3840×1920@30fps 3456 x 1728@30fps
Size 45.2 x 130.6 x 22.9mm 96 x 36.5 x 25mm 78 x 67.40 x 12.00mm
Battery life Supports up to 40 minutes 4K video 820mAH 1600mAH
Image stabilization Not supportive Electronic image stabilization Six-axis electronic image stabilization
Water-proof Not supportive Not supportive IP67 water/dust-proof
Price $375.99 $299 $299.99


Mi Sphere Camera is now available for U.S consumers to purchase on Amazon, creating an opportunity for the beautiful moments in life to be captured in an entirely new way.