Xiaomi drops ‘Mi’ branding a decade after founding

Xiaomi is within the means of rebranding its “Mi” product sequence to “Xiaomi”. Its spokesperson informed MARKETING-INTERACTIVE that this modification will unify its world model presence and “shut the notion hole between the model and its merchandise”. This change will take a while to come back into impact in all areas and comes greater than a decade after the primary Mi 1 was launched in 2011. With the brand new model identification, two distinct product sequence will sit beneath the Xiaomi mum or dad model – Xiaomi and Redmi.

According to the spokesperson, Xiaomi merchandise symbolize “the top of expertise and provide a premium expertise”. Redmi merchandise deliver huge innovation at a extra accessible worth level and are geared toward a youthful viewers. This differentiation can also be mirrored within the model’s up to date logos, with each the Xiaomi and Redmi logotypes beneath the mum or dad model brand. The product sequence naming conference – Xiaomi and Redmi – may also be utilized to our ecosystem and IoT merchandise over time. The model declined to touch upon how the advertising might be achieved for Xiaomi shifting ahead and what the method of changing all model property was like.
Separately, Xiaomi appointed LINGO Marketing Agency to handle social media and video advertising duties for its impartial model, POCO, for a 12 months. POCO is accessible in additional than 35 markets globally and was first launched as a Xiaomi model again in 2018 with its first smartphone the POCO F1. It turned an impartial model final November.
Meanwhile earlier this 12 months, Xiaomi made a delicate change to its model brand, adopting a softer, rounder contour on the corners of the beforehand squared brand, together with a redesigned “Mi” typography. The model retained its orange color to convey the liveliness and youthfulness of Xiaomi. At the identical time, black and silver are additionally now used as supplemental colors to accomodate high-end product line purposes.
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