Jakarta: Xiaomi has been selling its products under the Mi brand in markets outside of China, but now, Xiaomi has decided to strip the brand from the naming carried by its premium devices.
Information first reported by XDA Developers this has been confirmed by a Xiaomi spokesperson. The Chinese company announced that from Q3 2021, the Mi product series will only be called Xiaomi.
This step is similar to the decision that has been implemented since the beginning of the appearance of XIaomi in its home country. The first devices that will carry this new name are the Mix 4 smartphone and the Pad 5 series tablet which were launched on 10 August.
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This confirmation was presented by Xiaomi 14 days after the launch event for the two devices was completed, which sparked suspicions from various parties regarding the naming of the next Xiaomi product.
Xiaomi said that this change will integrate its brand presence globally and narrow the gap between its brand and its products. Implementation of these changes across the region called Xiaomi will take time.
By introducing a new brand identity, these two different product series will be under the parent brand. Xiaomi’s products are also claimed to represent the pinnacle of technology and offer a premium experience.
Redmi products, continued Xiaomi, present major innovations at a more affordable price range and target the younger demographic target market. This difference is also called Xiaomi reflected in its latest logo, with both the Xiaomi and Redmi logo types taking shelter under the parent brand logo.
The product series naming convention, both Xiaomi and Redmi, will also be gradually applied to the IoT ecosystem and products. Previously, the General Manager of Xiaomi confirmed the name change for the physical Mi Store, which is now known as Xiaomi Stores.
This change is expected to be officially announced at an event held on September 15, when Xiaomi launches the 11T series which is supported by 120W fast charging technology, a flagship chipset, and a screen with a 120Hz refresh rate.
(MMI)
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