Vietnam’s smartphone market is witnessing a significant shift in consumer behavior. Users are no longer solely focused on specifications or price tags; instead, they increasingly prioritize long-term value—such as devices that operate smoothly over time, incur minimal repair costs, and come with reliable warranty and after-sales support.
Against this backdrop, the strategic business partnership agreement between Xiaomi and The Gioi Di Dong for 2026 is seen as a continuation of a proven collaboration model.
Reflecting on 2025, the partnership between these two brands yielded remarkable results. Xiaomi recorded robust growth in Vietnam across both smartphone and AIoT ecosystem segments. Notably, the Xiaomi 15T Series made a strong impression, with first-day sales surging over 150% compared to its predecessor. Simultaneously, enhanced service and warranty improvements bolstered post-purchase confidence, enabling Xiaomi to expand its footprint across various market segments.
The signing ceremony underscores the long-term commitment between The Gioi Di Dong and Xiaomi, aiming for sustainable growth and comprehensive customer experience.
From Xiaomi’s perspective, The Gioi Di Dong is regarded as a premier strategic partner in Vietnam. Reflecting on the partnership, Mr. Neo Chen, General Director of Xiaomi Vietnam, highlighted 2025 as a pivotal year in the company’s long-term strategy, marked by impressive growth in both smartphones and the AIoT ecosystem.
Mr. Chen also emphasized The Gioi Di Dong’s role in driving market share and sales for flagship product lines, from mid-range to premium segments. More importantly, the retail network serves as a bridge for Xiaomi to expand its “Human x Car x Home” ecosystem in Vietnam, making technology products more accessible and aligned with the brand’s philosophy of “Innovation for Everyone.”
The 2025 partnership’s impact extended beyond sales figures, earning international recognition. At the Xiaomi Global Partner Conference 2025 in October, The Gioi Di Dong was honored as one of seven global Outstanding Partners. Additionally, the retailer received the “Flagship Sales Achievement Award – Best Flagship Sales in Southeast Asia,” highlighting its role in bringing Xiaomi’s premium products closer to consumers.
The Gioi Di Dong honored by Xiaomi with global awards, recognizing its outstanding contributions to growth and product distribution.
Moving into 2026, both parties aim to expand their collaboration by introducing better products and refining service and warranty systems to enhance customer satisfaction. The strategic focus will be on the upper mid-range segment, which holds significant growth potential and aligns with Vietnamese consumers’ upgrading needs.
The Gioi Di Dong representatives stated they will continue leveraging in-store experiences, transparent consultations, and after-sales services to make Xiaomi products more accessible. Flexible shopping policies, such as installment plans, trade-in programs, and post-sales support, are also key to building consumer confidence in higher-value purchases.
The Gioi Di Dong and Xiaomi commit to placing customer experience at the heart of their 2026 development phase.
Xiaomi and The Gioi Di Dong anticipate double-digit growth in 2026 compared to the previous year, while strengthening consumer trust and long-term loyalty to both brands.
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