According to a representative from The Gioi Di Dong, Vietnam's smartphone market is shifting from price and configuration competition to long-term usage value. Consumers are increasingly concerned with device stability, repair costs, and after-sales support. In this context, the signing of a business cooperation agreement between Xiaomi and The Gioi Di Dong for 2026 is seen as a continuation of a proven effective model.

Looking back at 2025, Xiaomi achieved positive growth in Vietnam across both its smartphone and AIoT ecosystem segments. Notably, the Xiaomi 15T Series saw first-day sales increase by over 150% compared to its predecessor. Simultaneously, improved warranty policies and after-sales service helped the brand expand its reach across many segments, particularly among customers upgrading from mid-range to near-premium devices.

The signing ceremony for the partnership between The Gioi Di Dong and Xiaomi. Photo: TGDD

From Xiaomi's perspective, The Gioi Di Dong is identified as a key strategic partner in Vietnam. Neo Chen, General Director of Xiaomi Vietnam, stated that 2025 was a significant milestone in the company's long-term development strategy, reflecting the effectiveness of their retail partnership model and the growing trust from consumers.

He noted that The Gioi Di Dong's system contributes to the sales of key products, from mid-range to high-end, while also serving as a bridge to help Xiaomi expand its "Human x Car x Home" ecosystem in Vietnam, bringing technology closer to mass users.

The partnership's effectiveness has also been recognized internationally. At the Xiaomi Global Partner Conference 2025, The Gioi Di Dong was among the top seven outstanding global partners and received the "Flagship Sales Achievement Award" for the Southeast Asia region.

The Gioi Di Dong was honored by Xiaomi as an effective distribution channel. Photo: TGDD

Moving into 2026, both parties have identified the near-premium segment as a key area for expansion. This product group offers good growth margins, aligning with Vietnamese users' upgrade needs in a context where spending is more carefully considered but experience remains a priority.

From the retail chain's side, Phung Ngoc Tuyen, Business Development Director for the ICT category at Cong ty Co phan Dau tu Dien may Xanh, stated that the system will continue to leverage its advantages in in-store experience, consultation, and after-sales service. Flexible purchasing policies, such as deferred payments, trade-ins, and post-purchase support, are considered crucial tools to help users confidently access higher-value products.

With a customer-centric approach, Xiaomi and The Gioi Di Dong expect their 2026 partnership to achieve two-digit growth and strengthen Xiaomi's position in Vietnam's near-premium segment.

Hoai Phuong