Unofficial Xiaomi Mijia appliances may vanish from Vietnam’s e-commerce sites

A source told VnExpress that Xiaomi Vietnam expects to complete registration this year, and after that all products sold in Vietnam that bear the Mijia name or logo must have its approval.

Thousands of unofficially imported Mijia products sold on Shopee, TikTok Shop, Lazada and other ecommerce sites will be removed.

Large online retailers selling unauthorized Mijia products will also face removal of listings if Xiaomi files complaints to platform operators.

Some products have seen sales in the tens of thousands despite only being launched recently. Xiaomi Vietnam has not commented on this trademark issue.

Mija-branded home appliances on display at a Xiaomi event in Vietnam. Photo by VnExpress/Tuan Hung

Mijia’s product range includes refrigerators, washing machines, air conditioners, air purifiers, and water purifiers.

Xiaomi uses the Mi logo for its international products, but now plans to sell them abroad under the Mijia name.

Xiaomi home appliances are popular in Vietnam for their features and low prices, but a majority are unofficially imported without customs clearance, VAT invoices or official warranties.

Hoang Son, a longtime Xiaomi user, says: "Xiaomi has hundreds of home appliance models, but only a handful are sold officially. They launch later and cost more."

Many Xiaomi customers fear the new policy will reduce product choices and overall competitivenes.

Xiaomi releases far fewer home appliance models in global markets compared to major brands like Samsung and LG, despite strong demand. Many Vietnamese retailers have relied on unofficial imports to meet demand, and these often outsell official products.

Trademark protection for Mijia could help Xiaomi Vietnam enlarge its home appliance lineup.

At the "Easy Life" event on March 16, Niu Chen, Xiaomi Vietnam’s sales director, announced plans to sell refrigerators, washing machines and air conditioners in Vietnam from the second half of the year.

But sources told VnExpress that the initial lineup would be limited and not include the company’s most premium models.