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Xiaomi will be retailing its phones in South Africa

Update Date: Nov 02, 2015 08:34 AM EST

The fifth largest smartphone maker in the world is planning to conquer a new continent, South Africa. The Chinese smartphone maker will be partnering with the Mobile in Africa Group to sell two of its smartphones there, the Redmi 2 and the Mi 4 in the middle of November. South Africa has been the fastest growing mobile region for the past five years.

"We see Africa as the next frontier for smartphone growth and we are excited to be partnering with MIA Group to offer consumers in these three countries our high-quality smartphones at amazing prices," said Xiaomi's global strategy director, Raymond Tian.

This will be the first time for Xiaomi or the Apple of China will not be selling its products directly to the customers. MIA Group will handle the sales, marketing and support for the smartphones.

Xiaomi has managed to overtake Apple in China earlier this year but new reports say that Xiaomi already lost that position to Huawei.

Xiaomi is hoping that both Redmi 2 and Mi 4 will be welcomed by their target market.

"I think Xiaomi is currently the one of the most exciting mobile internet brands. It is very well suited to the needs and income levels of the emerging middle classes in Africa," says Van Spaandonk, MIA's president said. "There is a great need for mobile technology in Africa that is of top-notch quality but still affordable. What I found in Xiaomi is a company, and a business model, that can accommodate the needs of African consumers,"

The company needs its African venture to succeed, if wants to hit its 100 million smartphone sales target for 2015. It has so far only sold 35 million handsets in the first half of 2015. However, China's upcoming Black Friday equivalent, Singles Day is happening on November 11 and will likely help inch the smartphone maker closer towards its sales target.

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