Xiaomi kills Mi softly

Xiaomi kills Mi softly

Chinese multinational electronics company Xiaomi Corporation is dropping the ‘Mi’ branding ten years after the company launched its first Mi smartphone, said local media reports.

The mobile phone manufacturer will simply use ‘Xiaomi’ in the future. The move was reportedly signaled by the recent launch of the company’s new product, the Xiaomi Mix 4.

The Xiaomi Mix 4 was launched in China earlier this month, but it does not carry the ‘Mi’ branding.

"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. With introducing the new brand identity, two distinct product series will sit beneath the parent brand," it said in a press release.

"This differentiation is also reflected in our updated logos, with both 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," it added.

Xiaomi products “represent the pinnacle of technology and offer a premium experience,” according to the company, while Redmi products “bring big innovation at a more accessible price point and are aimed at a younger audience.”

Though the company is best known for its smartphones, Xiaomi also sells many products in the smart home, lifestyle, and computing categories, including televisions, laptops, refrigerators, air fryers, smartwatches, scooters, robots, hairdryers, and so much more. Most of these products bear the Mi brand today, but that will change for any new products they launch.