https://www.theregister.co.uk/2018/05/21/xiaomi_the_way_superhyped_chinese_giant_has_gadgets_to_giveway/

Analysis Xiaomi's entry into Europe is as feared as it is anticipated. With its vow to keep profit margins on hardware below 5 per cent and make the rest up on services, er, somehow, the Chinese firm threatens a consumer electronics price war that goes way beyond phones. But it might be harder than pundits think.

Xiaomi was described as "the next Samsung" or even "the next Apple" a few years ago.