Xiaomi has appointed Tang Li as vice president of its international business division and general manager for the South Asia region, according to a report from Sina Technology. Tang will report to Zeng Xuezong, senior vice president and president of the international business division. The appointment was made public on September 13.
Tang has long been responsible for Xiaomi's overseas operations. In 2023, he was appointed general manager of Xiaomi's Southeast Asia region and country manager for Thailand, reporting to then vice president Xiang Zheng, who left the company in 2024. During Tang's tenure in Southeast Asia, Xiaomi's market share grew rapidly. Canalys data cited in the report shows that in the second quarter of 2025, Xiaomi shipped 4.7 million smartphones in Southeast Asia, capturing 19% of the market, surpassing Transsion's 18% and Samsung's 17%. This made Xiaomi the largest smartphone maker in Southeast Asia for the first time in four years.
The Southeast Asian market has been a benchmark for Xiaomi's overseas expansion. Beyond smartphones, the region has also become the first stop for Xiaomi's large home appliance products, which have performed well. Now, with Tang's new role overseeing South Asia, Xiaomi may be looking to replicate that success in other markets. Earlier reports indicated that Xiaomi is accelerating its white goods business in India, planning to launch air conditioners, refrigerators, and washing machines in the second half of this year.
Strategic shift toward appliances
The move signals a broader strategy for Xiaomi to diversify its overseas revenue beyond smartphones. The company's success in Southeast Asia with large appliances, such as televisions and air purifiers, has encouraged it to push into more categories. India, with its large and growing middle class, is a natural next target. Xiaomi already has a strong smartphone presence in India, which could help it cross-sell appliances through existing retail and online channels.
Tang's promotion also reflects Xiaomi's focus on regional leadership. By appointing a dedicated executive for South Asia, the company aims to tailor its product lineup and marketing strategies to local preferences. The report notes that Xiaomi's Southeast Asian success was driven by a mix of competitive pricing and localized features, a formula it may now apply to India.
For the tech industry, this move underscores how Chinese smartphone makers are expanding into adjacent consumer electronics categories to sustain growth. Xiaomi's ecosystem approach, which includes everything from phones to home appliances, is being exported to emerging markets. The company's ability to leverage its brand and distribution networks will be key to competing with established players like LG and Samsung in the appliance space.
