The appetite of the Chinese for smartphone manufacturer Xiaomi’s devices has been voracious. The company just announced via Twitter that the total sales of its flagship Android-based smartphone Mi-2, and its variants Mi-2S and Mi-2A, have exceeded 10 million units since they were released 11 months ago (spotted first by Tech in Asia).

Xiaomi’s competitively priced phones are highly sought after — each batch that is released regularly sells out fast, often within half an hour. At the end of July, when Xiaomi announced its most affordable smartphone yet, it quickly attracted over 7 million reservations and sold out its first batch of 100,000 units in just 90 seconds.

The company’s flagship phone will soon be replaced in mid-October by the Mi-3, which was launched early this month.

Xiaomi’s revenue for the first half of 2013 reached $2.15 billion after it sold 7.03 million devices — just shy of the 7.19 million units it sold during the whole of 2012. The company also reportedly said that it was raising its sales target for this year to 20 million smartphones, up from the previous target of 15 million.

Related: Here’s why you should care about rising Chinese smartphone firm Xiaomi, Xiaomi co-founder on why ex-Google exec Barra and its own firmware are key to international success