Xiaomi Tag Bluetooth Tracker Launches Early in Southeast Asia, Undercuts Apple AirTag on Price

Xiaomi has surprised the market by launching its new Bluetooth tracker, the Xiaomi Tag, ahead of schedule in Southeast Asia. The device appeared on Xiaomi's global website earlier this week, confirming hardware specifications that were previously missing from a teaser page released by Xiaomi France. While the company's next global launch event is approaching, the Xiaomi Tag is already available for purchase in Malaysia and Thailand, beating expectations of a February 28 release at the earliest.

The pricing strategy positions Xiaomi as a direct competitor to Apple's AirTag, with some aggressive undercutting. In Malaysia, single Xiaomi Tags retail for MYR 79 (approximately $20), though launch discounts have dropped the price to MYR 59 (around $15). Thailand sees similar pricing at THB 599 (about $20) with discounts bringing it down to THB 429 (roughly $14). Xiaomi has also introduced 4-pack bundles that mirror Apple's packaging approach.

These bundles are priced at MYR 299 (approximately $77) and THB 1,990 (around $64) in their respective markets, but launch promotions reduce these to MYR 199 (about $51) and THB 1,490 (roughly $48). This pricing structure makes the Xiaomi Tag over 50% cheaper than Apple's second-generation AirTag when purchased in a 4-pack configuration, where AirTags currently retail for $99 on Amazon.

The early international release suggests Xiaomi is eager to establish its presence in the Bluetooth tracker market, which Apple has dominated since the AirTag's introduction. By launching in Southeast Asian markets first, Xiaomi can test consumer response and refine its global rollout strategy before expanding to other regions.

While specific hardware details weren't included in the announcement, the confirmation of international availability and pricing indicates Xiaomi has completed development and is ready for broader market penetration. The company's decision to match Apple's 4-pack offering suggests they're positioning the Xiaomi Tag as a direct alternative for families or users wanting multiple trackers.

This early release could signal a shift in Xiaomi's product launch strategy, potentially moving away from synchronized global launches toward region-specific rollouts that allow for faster market entry and localized pricing adjustments. As the Bluetooth tracker market continues to grow, Xiaomi's aggressive pricing and early availability may pressure competitors to reconsider their own pricing strategies in this increasingly competitive space.