Wiha proud of co-branding partnership with Chinese smartphone manufacturer Xiaomi

Wiha, one of the world's leading hand tool manufacturers, has been the proud, first co-branding partner to Chinese smartphone manufacturer giant Xiaomi since summer 2017. The “Xiaomi Mijia Wiha 24 in 1 Screwdriver Kit”, consisting of 1 screwdriver and 24 interchangeable bits, is being marketed and offered through Xiaomi. Xiaomi's brand mark appears right next to the German brand manufacturer's company logo on the high-grade product packaging.

Wiha, one of the world's leading hand tool manufacturers, has been the proud, first co-branding partner to Chinese smartphone manufacturer giant Xiaomi since summer 2017. The “Xiaomi Mijia Wiha 24 in 1 Screwdriver Kit”, consisting of 1 screwdriver and 24 interchangeable bits, is being marketed and offered through Xiaomi. Xiaomi's brand mark appears right next to the German brand manufacturer's company logo on the high-grade product packaging.

For Wiha Managing Director Wilhelm Hahn, this is a very special relationship. “I have admired Xiaomi on a personal level for a long time – the success story of one of the world’ s most well-known and prosperous top players on the smartphone market really impressed me. The implementation and interplay of the highest demands in terms of design, grace and advanced technology in its product developments have also inspired us. The passion for excellent product and functional design, the pursuit of a perfect combination of aesthetics and quality are things we understand particularly well. Hahn sees Xiaomi’s core philosophy – “design excellence” – as a healthy and excellent starting point for a handshake between the two manufacturers.

During a product presentation for the new tool set, Xiaomi's co-founder and CEO, Lei Jun, enthused about his German co-branding partner's product quality, describing Wiha products as high-grade. (Video link to the presentation https://youtu.be/B9TK7rL6Q7c )

In the wake of global-planned growth and growing brand reputation, Wiha is also striving to collaborate with strong partners in various business sectors worldwide. In the area of consumer electronics, Hahn believes that Xiaomi is a “perfect match” for Wiha. “We are perceiving a growing trend that more and more users or consumers in the private sector or semi-professional area value high-quality and attractive tools and want to be able to afford them.  Through this collaborative project with Xiaomi, we have a fantastic opportunity to present our tools to a wide audience, offering them access to our products,” adds the young Managing Director.

You can get a clear idea of the Wiha and Xiaomi cooperative partnership in the product video at  https://www.youtube.com/watch?v=qUOeL_urZN0 – Let's present…

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Press release: Wiha proud of co-branding partnership with Chinese smartphone manufacturer Xiaomi

Illustration 1: Wiha proud of co-branding partnership with Chinese smartphone manufacturer Xiaomi