In an unexpected twist on traditional tourism, Xiaomi’s manufacturing plant on the outskirts of Beijing has become one of China’s most sought-after attractions. While typical tourists flock to the Great Wall or the Forbidden City, a growing number are now vying for a coveted spot in a weekly lottery that grants access to a 60-minute guided tour of Xiaomi’s cutting-edge facility.
The factory tour, which has become a sensation among tech enthusiasts and families alike, highlights the fervent loyalty of Xiaomi’s fan base. The free tours are so popular that they are being sold on the black market for up to $300, demonstrating the intense demand to witness the manufacturing prowess of China’s largest smartphone maker.
The Rise of Factory Tourism
The phenomenon of “factory tourism” surged in February when Xiaomi launched its SU7 Ultra vehicle, selling 10,000 units within just two hours. This unprecedented interest has led to tens of thousands signing up for a chance to see the advanced technologies behind Xiaomi’s electric vehicles.
With a waiting list of at least a month, access to the tours is determined by a strict lottery system. Approximately 100,000 people apply for 200 available tours, each accommodating only 20 visitors. This scarcity has fueled the black market, where spots are sold at a premium.
Inside the Tour
The tour is divided into two parts. Visitors first enjoy a 40-minute ride in small vehicles through a space that resembles a high-tech exhibition hall. This is followed by a 20-minute session where they can independently explore the production floor, observing around 100 workers and nearly 700 robots in action. Xiaomi’s facility is capable of producing a car every 76 seconds, positioning it as a formidable competitor to BYD and Tesla in the electric vehicle market.
Attendees range from engineering enthusiasts to social media influencers and families. Notably, a significant portion of visitors are “tiger moms,” eager to expose their children to China’s technological advancements and inspire a passion for technology. Only children aged six and older are allowed on the tours.
Xiaomi’s Strategic Shift
Despite its success in the smartphone market, Xiaomi has been striving to reduce its reliance on third-party suppliers. The company has invested heavily in research and development to produce devices predominantly from its own components. This strategic shift began with smartphones and has now expanded to the automotive sector, with Xiaomi aiming to challenge Tesla’s market dominance.
The factory, designed to support this vision, was built five years ago. Xiaomi’s transition from mass-market smartphones to premium products, such as its foldable phone released in 2024, was a significant milestone. The company’s foray into the electric vehicle market represents its ambition to replicate its success in the smartphone industry.
“This is a very different experience from what I usually do with my children,” one mother told China Car News. “We go to playgrounds, zoos, theaters or nature trips, but here they get something completely different. They see how cars are born behind the scenes. They see robots. Cars racing along tracks. It stimulates all the senses and there is not a single boring moment.”
Implications for China’s Economy
Xiaomi’s move into the electric vehicle market is emblematic of China’s broader economic transformation. Once primarily a low-cost manufacturing hub, China has evolved into a global powerhouse of technological innovation. The rise of Chinese brands like Xiaomi reflects this shift, as the country increasingly defines an export-driven economy.
Factory tourism has emerged as a new industry, serving as a point of national pride and a strategic initiative to attract 20 million annual visitors by 2027. For Xiaomi, opening its production lines to the public not only builds brand loyalty but also introduces its products to future generations of consumers.
A Model of Efficiency
Xiaomi’s factory is a testament to the company’s commitment to efficiency and innovation. By producing nearly all components in-house, Xiaomi maintains control over quality and pricing, allowing it to compete aggressively in the electric vehicle market. This approach has enabled Xiaomi to expand its tours to weekends and offer special visiting windows for investors, particularly from the U.S.
The story of Xiaomi is a remarkable “Cinderella” tale. From its beginnings as a producer of affordable smartphones and household gadgets, the company has risen to become a major player in the electric vehicle industry. Its futuristic factory, capable of producing a car every 76 seconds, symbolizes Xiaomi’s ambition and the broader rise of Chinese technological prowess.
