Why Xiaomi is discontinuing Mi-branded products, including smartphones?

Since its inception as a business concern, the Xiaomi brand has been a major success storey. Following Huawei’s troubles with the US government, the Chinese firm appears to have emerged from the shadows.

Xiaomi has surpassed Apple as the most popular smartphone brand in the world, despite having only a little presence in several important regions. The company’s ascent has been rapid in the last year, fueled by high sales of its diverse product lines ranging from mid-range to flagship goods.

Apart from smartphones, Xiaomi is recognised for a variety of product offerings, all of which are highlighted by its creative design policy, affordability, and tailored goods for certain markets and demographic groups.

Xiaomi provides goods in the fields of lifestyle, smart home, computing, and mobility. Laptops, televisions, refrigerators, smartwatches, scooters, robots, and other items are among the company’s offerings.

For almost ten years, the Chinese business has utilised the name Mi to precede several of its products. According to a report by XDA Developers, Xiaomi will eliminate the word “Mi” from its product titles in the future as part of a new branding strategy.

The shift began with the Xiaomi Mix 4, which was introduced just a few weeks ago, and there is some internal assurance that it will continue with future products.

Xiaomi has grown considerably since the launch of their first smartphone, the Mi 1, in 2011. Although Xiaomi’s pioneer user interface MIUI was the first to bear the name, it was one of the first Xiaomi devices to utilise the Mi brand.

The Mi 1 was a flagship item at the time, and it began the company’s legacy of bringing cutting-edge, creative goods to the upper echelon of the market.

An official statement has been issued by a spokesperson confirming this new development. The statement reads as follows:

Starting in 2021 Q3, Xiaomi’s product series “Mi” will be renamed to “Xiaomi”. This change will unify our global brand presence and close the perception gap between the brand and its products.

This change may take some time to take effect in all regions. With the introduction of the new brand identity, two distinct product series will sit beneath the parent brand.

Xiaomi products represent the pinnacle of technology and offer a premium experience. Redmi products bring big innovation at a more accessible price point and are aimed at younger audience.

This differentiation is also reflected in our updated logos, with both the Xiaomi and Redmi logotypes under the parent brand logo.

The product series naming convention — Xiaomi and Redmi — will also be applied to our ecosystem and IoT products over time.

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