Discover why thousands queue for a Xiaomi factory tour, pay up to $300 for a chance, and what the experience offers. Learn more now!
Among China’s most unusual tourist attractions isn’t a historic site or a natural wonder – it’s a high‑tech manufacturing plant.
Why a Xiaomi Plant Has Become a Must‑See
Since the launch of the Xiaomi SU7 Ultra electric car, the company’s sprawling factory on the outskirts of Beijing has turned into a ticketed pilgrimage for tech enthusiasts. Ynet News reports that more than 10,000 people sign up each week for a chance to join only 200 free, guided tours, and lucky winners get a 60‑minute walk through one of China’s most advanced production lines.
Lottery, Resale and Sky‑High Prices
Entry is granted by lottery, and the scarcity has sparked a secondary market. Some tickets resell for as much as US$300 (≈8 million VND), a price many fans are willing to pay just to see where smartphones and electric cars are assembled.
The Tour Experience
The visit feels more like a futuristic theme park than a conventional factory walk‑through. Guests spend about 40 minutes in a grand exhibition hall before moving onto the production floor, where roughly 100 workers oversee a fleet of 700 robots and robotic arms. Thanks to this automation, Xiaomi can roll out a car every 76 seconds – a pace that puts the brand head‑to‑head with BYD and Tesla.
Strategic Reasons Behind Opening the Doors
For Xiaomi, the plant tour is a branding tool. While the company dominates the smartphone market and has expanded into wearables, smart home devices, and air purifiers, it still relies heavily on third‑party suppliers for many components. By showcasing its own manufacturing capabilities, Xiaomi signals a move toward “vertical integration,” aiming to produce devices largely from in‑house parts – a vision its leaders liken to building with LEGO bricks.
From Phones to Cars: A New Growth Path
Five years ago, the factory was built to mass‑produce smartphones. After the success of a premium foldable phone launched in 2024, Xiaomi pivoted to electric vehicles, directly challenging Tesla and echoing its earlier triumphs against Apple and Samsung in the mobile arena.
Factory Tourism as a National Strategy
China’s government views industrial tourism as a growth engine. Experts predict 20 million visits to manufacturing sites each year by 2027, blending brand promotion with economic stimulus.
What This Means for Consumers
The buzz around Xiaomi’s factory tours translates into stronger brand trust, higher product visibility, and a showcase of cutting‑edge technology. As one commentator put it, “Xiaomi has done what Apple never did – turning a car‑making plant into a destination you simply can’t miss.”
Will the fever continue? Only time will tell, but for now, the line of eager fans waiting a month or more for a chance to step inside the future of Chinese manufacturing keeps growing.