Goodbye Mi brand, Xiaomi’s high-end devices will now be under the “Xiaomi” brand
Xiaomi will rename its premium product line from “Mi” to “Xiaomi”, and the brand will now have two separate sub-brands: Xiaomi and Redmi. The latter includes a range of budget devices, from smartphones and laptops to even Smart TVs. The company claims that although the company’s brand will continue to be represented by the “Mi” logo, in the future a new Xiaomi logo will be used for all older Mi products, whether smartphones. , televisions or fitness equipment, etc.
Mi phones or Xiaomi phones as they will now be called are the premium segment of the brand. This includes the launched Mi 11 Ultra, Mi 11X series, which has been made available in the Indian market. In a statement, Xiaomi said that although the previous “Mi” brand was rebranded as Xiaomi, it would continue to represent “the pinnacle of technology and offer a premium experience in all categories”.
The Xiaomi and Redmi naming convention will also be applied to the TV, laptop and IoT offerings of both brands.
“As a leading technology brand with a strong presence across the globe, our goal is to have a unified presence. With this new logo change, we plan to bridge the perception gap between our brand and our products. The new Xiaomi logo will be used for our premium products which represent the pinnacle of technology and offer a premium experience. Kicking off the holiday season, Xiaomi’s premium product series “Mi” will be renamed “Xiaomi”, ”Jaskaran Singh Kapany, Marketing Manager, Xiaomi India, said in a press release.
Xiaomi is withdrawing the Mi brand a little over a year after the brand made its return to the Indian market. While Xiaomi launched Mi Tvs and Mi Bands in the Indian market, no premium ‘Mi’ brand phone was introduced in the Indian market, after the Mi Mix 2 in 2017. Prior to that, the Mi 5 was released in 2016.
It wasn’t until 2020 that Xiaomi reintroduced its “premium” Mi phones to the market with the Mi 10 series. And it continued the trend with the Mi 11, including the release of the Mi 11 Ultra, although it has experienced delays in its sale. It should be noted that although Xiaomi does not dominate the premium segment in the Indian market, its Mi Band and Mi TVs have managed to capture a significant share of the market.