Xiaomi strikes away from its ‘Mi’ product branding

Xiaomi is phasing out its “Mi” product branding, a spokesperson tells The Verge. Merchandise together with flagship smartphones like this yr’s Mi 11 will as an alternative merely carry the Xiaomi identify. The information was first reported by XDA Builders.

“Beginning in 2021 Q3, Xiaomi’s product collection ‘Mi’ will probably be renamed to ‘Xiaomi,’” says the spokesperson. “This modification will unify our international model presence and shut the notion hole between the model and its merchandise. This modification could take a while to take impact in all areas.”

Xiaomi says that it’ll nonetheless maintain the Redmi model round, which means that the higher-end Xiaomi merchandise will type a definite line alongside Redmi merchandise. Xiaomi merchandise “symbolize the head of expertise and supply a premium expertise,” in line with the corporate, whereas Redmi merchandise “carry massive innovation at a extra accessible worth level and are aimed toward a youthful viewers.”

This naming conference “will even be utilized to our ecosystem and IoT merchandise over time,” says the spokesperson, although the Mi model brand will proceed for use in Xiaomi’s Mi Residence shops for now.

This month’s announcement of the newest telephone within the Mi Combine collection served as a harbinger of the shift, since Xiaomi referred to it because the Xiaomi Combine 4. The earlier telephones have been known as the Mi Combine, the Mi Combine 2, and the Mi Combine 3.

The Mi model was largely utilized in Western markets, presumably for readability and pronunciation causes — telephones just like the Mi 11 are already known as the Xiaomi 11 in China, for instance. However Xiaomi evidently believes its firm identify is now recognizable sufficient and higher represents its merchandise.

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