“This partnership is very important for us, as it will definitely
foster the smartphone adoption in Africa as well as support e-commerce
Xiaomi and Jumia have very similar internet DNA and will serve a common
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,” Christodoulou said.
The timely deal comes as a boost to Xiaomi which is also eyeing its
first Nairobi office this year as part of its strategy to counter the dominance
of Chinese rivals including Transsion Holdings, the manufacturer of the popular
Tecno, Infinix and Itel brands.
Wang Xiang, Xiaomi senior vice president, also unveiled plans of
setting up an Africa department that will focus on markets across the continent,
following growth in its home-grown Chinese market.
“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,” Wang said.
The partnership would be supported by an ambitious
joint-marketing plan over the full year 2019, leveraging Jumia’s digital assets
and Xiaomi marketing capabilities, including the Mi fan community.