Xiaomi has released products in two distinct product lines for theMi and Redmi. The Mi-branded phones were reserved for the mid-tier and high-end categories, while . This going forward, as Xiaomi has confirmed that it is getting rid of the Mi branding instead of launching devices under the Xiaomi label.
Unlike its predecessors, the branding change has already gone into effect; thelaunched last month without mentioning Mi in the naming convention. With the slated to throw in the coming weeks, the devices will likely be called the Xiaomi 11T and 11T Pro.
A Xiaomi spokesperson confirmed the move in a statement toCentral, noting that the change will “unify” Xiaomi’s global presence:
In 2021 Q3, Xiaomi’s product series “Mi” will be renamed “Xiaomi”.the perception gap between the brand and its products. to take effect in all regions.
At the outset, the move makes a lot of sense. Even though the Mi and Redmi product lines had a clear delineation in terms of positioning, Xiaomi couldn’t break the perception of being a budget-focused brand with the Miseries. With the manufacturer increasingly focusing on true flagships with theand challenging the in global markets, a branding change allows Xiaomi to position its high-end products better.
Theout. The Redmi brand will continue to be aimed at a younger audience and is focused on the budget segment, with the Xiaomi series set to offer products that form the “pinnacle” of technology:
With the introduction of the new brand identity, two different product series will sit beneath the parent brand. Xiaomi products represent the pinnacle of technology and offer a premium experience. Redmi products bring big innovations at a more accessibleand are aimed at a younger audience.
What’s particularly interesting is that thisportfolio. Xiaomi sells over 2,000 products in China, some branded under its label and others under the Mijia brand. With more and more of these products being sold in , the brand will rely on the same Xiaomi/Redmi categorization:
This differentiation is alsologos, with 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.
With the new naming convention, Xiaomi will better differentiate its, notebooks, and marquee ecosystem products from its Redmi counterparts. The Mi branding failed to manage that, and it will be interesting to see if Xiaomi has better luck with the new convention.