Future Xiaomi merchandise will not carry Mi branding

Replace 1 (08/24/2021 @ 04:50 AM ET): Xiaomi has offered an official assertion and extra readability on this announcement. Click on right here for extra info. The article, as revealed on August 23, 2021, is preserved beneath.

As an American in tech media, it’s laborious for me to understand simply how large Xiaomi has develop into in such a short while. Xiaomi turned the world’s primary smartphone model this 12 months, however they’ve a miniscule presence within the U.S., working a web site that doesn’t even provide the product the model is most recognized for: the smartphone. Xiaomi is the quintessential worth model within the smartphone world — their merchandise provide glorious bang for the buck, and there’s a smartphone for everybody, irrespective of the worth level.

To distinguish its merchandise from each other, Xiaomi divides its merchandise into a number of sub manufacturers, probably the most notable of which is “Mi.” Now, ten years after launching the primary smartphone bearing the Mi model, Xiaomi is able to make an enormous change: It’s dropping “Mi” from its product names going ahead. This transformation in branding began with the corporate’s recently-released MIX 4 smartphone, and a consultant for the corporate instructed XDA that each one of its upcoming merchandise will observe go well with.

Although the corporate is finest recognized for its smartphones, Xiaomi additionally sells many merchandise within the sensible residence, life-style, and computing classes, together with televisions, laptops, fridges, air fryers, smartwatches, scooters, robots, hairdryers, and a lot extra. Most of those merchandise bear the Mi model at present, however that may change for any new merchandise they launch.

Goodbye Mi, howdy Xiaomi

Enjoyable truth: Xiaomi’s first product to bear the Mi model wasn’t truly a smartphone, but it surely was positively associated to smartphones. The corporate’s first product was truly MIUI, its Android-based working system that’s on model 12.5 at present. Early guests to the XDA Boards could bear in mind when the group thought of MIUI the most popular “customized ROM” on the planet. What many didn’t understand on the time was that the builders behind MIUI had far grander ambitions than sustaining an Android fork.

In late 2011, Xiaomi launched its first-ever smartphone, the Mi 1. This smartphone packed flagship (on the time) specs, together with Qualcomm’s dual-core Snapdragon S3 chipset, 1 GB of RAM, and a 4-inch 854×480 decision LCD panel. After all, it additionally ran MIUI on prime of Android 2.3 Gingerbread.

For the following few years, Xiaomi continued to pump out new smartphones in its Mi sequence, all of which had been completely out there in China. In late 2013, Xiaomi poached Hugo Barra from Google, who was on the time a VP and product spokesperson for Android. Underneath the steerage of Barra, Xiaomi expanded into different elements of Asia, together with Singapore however extra crucially India, a rustic that has develop into key to Xiaomi’s world success. Xiaomi’s first merchandise to launch outdoors of China had been the Mi 3 and the Redmi 2, the latter of which was the second product within the firm’s Redmi sub-brand, which has since grown significantly and has develop into essential to Xiaomi’s world technique.

The Xiaomi Mi3 in its recycled cardboard packaging. Supply: Roland Tanglao on Flickr

The worldwide launch of the Mi 3 and Redmi 2 opened the floodgates for Xiaomi, and so they shortly expanded into extra markets, launched extra smartphones, and expanded into different product classes. Since Barra’s departure in 2017, Xiaomi rose to the highest spot in India’s smartphone market and has reportedly dethroned Samsung in Europe. Quite a few components have contributed to Xiaomi changing into the highest smartphone model on the earth, together with Huawei’s decline and COVID-19-induced provide constraints, however I used to be hardly shocked to be taught that they lastly made it to the highest this 12 months. Xiaomi makes actually good merchandise, and there’s not a single section they’re afraid to compete in, whether or not it’s price range telephones, ultra-premium flagships, idea telephones, or foldable telephones.

Lei Jun, the co-founder and CEO of Xiaomi, as soon as commented on the origin of the corporate’s title. “Mi”, he mentioned, stands for 2 issues: “Cell Web” and “Mission Not possible.” Xiaomi sees itself as a cellular Web firm that units out to finish “unattainable” duties, which is one thing you’ll hear quite a bit within the firm’s product unveilings. The phrase “Xiaomi” itself interprets to English as “millet”, a small-grain crop, whereas “Xiao” interprets to “small.” Lei Jun thus tied the corporate’s title to the idea {that a} grain of rice for a Buddhist is as nice as a mountain, which means the corporate centered on the smaller issues earlier than transferring its means up.

Now that Xiaomi has develop into the world’s prime smartphone model, maybe they assume it’s time for purchasers to affiliate their merchandise with the corporate’s title fairly than simply “Mi.” Plainly in China, the corporate already sells units with out “Mi” within the title, so this transfer additionally brings their world product naming technique according to their Chinese language one. Don’t assume for a second that this can clear up any confusion concerning the firm’s product branding per market, although, as a result of that’s nonetheless an enormous mess.

Xiaomi product names in China

Screenshot of Xiaomi’s Chinese language internet retailer, exhibiting the product names for a number of smartphones.

Mi, Redmi, and POCO are the three manufacturers underneath which Xiaomi at the moment categorizes all of its merchandise. Quickly, that record will develop into Xiaomi, Redmi, and POCO, altering the dialog from sub-brand versus unbiased manufacturers (Redmi and POCO had been each spun off from Xiaomi a couple of years again) to a few corporations competing with each other, or at the least the phantasm of it.

Replace: Assertion from Xiaomi

Xiaomi has offered the next assertion by means of their Spokesperson:

Beginning in 2021 Q3, Xiaomi’s product sequence “Mi” might be renamed to “Xiaomi”. This transformation will unify our world model presence and shut the notion hole between the model and its merchandise. This transformation could take a while to take impact in all areas.

With the introduction of the brand new model identification, two distinct product sequence will sit beneath the father or mother model. Xiaomi merchandise symbolize the head of expertise and provide a premium expertise. Redmi merchandise deliver large innovation at a extra accessible worth level and are geared toward youthful viewers. This differentiation can also be mirrored in our up to date logos, with each the Xiaomi and Redmi logotypes underneath the father or mother model brand.

The product sequence naming conference — Xiaomi and Redmi — may even be utilized to our ecosystem and IoT merchandise over time.

Xiaomi and Redmi logotype diagram

Featured picture: Xiaomi’s outdated brand

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