Xiaomi has released products in two distinct product lines for the last seven years: Mi and Redmi. The Mi-branded phones were reserved for the mid-tier and high-end categories, while Redmi devices accounted for the budget segment. This strategy is changing 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; the Xiaomi Mix 4 launched last month without mentioning Mi in the naming convention. With the flagship 11T series slated to throw in the coming weeks, the devices will likely be called the Xiaomi 11T and 11T Pro.
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A Xiaomi spokesperson confirmed the move in a statement to Android Central, noting that the change will “unify” Xiaomi’s global presence:
In 2021 Q3, Xiaomi’s product series “Mi” will be renamed “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.
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 the Mi 11 Ultra and challenging the best Android phones in global markets, a branding change allows Xiaomi to position its high-end products better.
The updated logos suggest how this differentiation will play out. 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 accessible price point and are aimed at a younger audience.
What’s particularly interesting is that this move will also carry over to Xiaomi’s ever-increasing ecosystem portfolio. 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 global markets, the brand will rely on the same Xiaomi/Redmi categorization:
This differentiation is also reflected in our updated logos, 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 flagship phones, 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.
