Xiaomi strikes away from its ‘Mi’ product branding

Xiaomi is phasing out its “Mi” product branding, a spokesperson tells The Verge. Products together with flagship smartphones like this 12 months’s Mi 11 will as an alternative merely carry the Xiaomi identify. The information was first reported by XDA Developers.

“Starting in 2021 Q3, Xiaomi’s product series ‘Mi’ will be renamed to ‘Xiaomi,’” says the spokesperson. “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.”

Xiaomi says that it’ll nonetheless hold the Redmi model round, that means that the higher-end Xiaomi merchandise will kind a definite line alongside Redmi merchandise. Xiaomi merchandise “represent the pinnacle of technology and offer a premium experience,” in accordance with the corporate, whereas Redmi merchandise “bring big innovation at a more accessible price point and are aimed at a younger audience.”

This naming conference “will also be applied to our ecosystem and IoT products over time,” says the spokesperson, although the Mi model emblem will proceed for use in Xiaomi’s Mi Home shops for now.

This month’s announcement of the newest cellphone within the Mi Mix collection served as a harbinger of the shift, since Xiaomi referred to it because the Xiaomi Mix 4. The earlier telephones had been known as the Mi Mix, the Mi Mix 2, and the Mi Mix 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. But Xiaomi evidently believes its firm identify is now recognizable sufficient and higher represents its merchandise.