Xiaomi has announced a significant shift in its international business leadership, appointing Tang Li as the new Vice President of the International Business Department and General Manager of the South Asia region. In this role, Tang Li will report directly to Zeng Xuezhong, Senior Vice President of the Group and President of the International Business Department.
Tang Li’s Extensive Experience in Overseas Markets
Tang Li brings a wealth of experience in managing overseas markets for Xiaomi, having been instrumental in the company’s growth in various international territories. Previously, in 2023, Tang Li served as the General Manager of Xiaomi’s Southeast Asia region and Country Manager for Thailand. During his tenure in Southeast Asia, Tang Li was credited with driving substantial growth in market share for Xiaomi.
Southeast Asia Success as a Precedent
Data from Canalys highlights Xiaomi’s remarkable performance in the Southeast Asian market under Tang Li’s leadership. In the second quarter of 2025, Xiaomi shipped 4.7 million units in Southeast Asia, capturing a 19% market share. This achievement allowed Xiaomi to surpass Transsion (18%) and Samsung (17%), marking the first time in four years that Xiaomi became the largest smartphone manufacturer in the region.
Southeast Asia was strategically positioned by Xiaomi as a benchmark for its overseas expansion efforts. Beyond its success in the smartphone segment, the region also served as the initial launchpad for Xiaomi’s smart home appliances, where the company also achieved commendable results.
Strategic Focus on South Asia and Home Appliances
The appointment of Tang Li to lead the South Asia region, coupled with his proven track record, suggests Xiaomi’s strategic intent to replicate its successful home appliance expansion model in other international markets. There have been prior indications of Xiaomi accelerating its presence in the white goods sector in India, with plans to introduce major home appliances such as air conditioners, refrigerators, and washing machines in the latter half of the current year.
This move underscores Xiaomi’s commitment to diversifying its product portfolio and strengthening its market position globally. By leveraging Tang Li’s expertise, the company aims to capitalize on the growing demand for smart home ecosystems and durable goods in key emerging markets like South Asia.
