Chinese smartphone maker Xiaomi has officially changed its visual identity on Monday and confirmed that it is rebranding its premium “Mi” series products to “Xiaomi”. This means that from now on the products which came with the name ‘Mi’ in them will now on have ‘Xiaomi’ written on them.
Xiaomi will now have two distinct product sub-brands — “Xiaomi” and “Redmi”, respectively. The official announcement came after the launch of the Xiaomi Mix 4 smartphone in China.
“We have been receiving an excellent response for our premium product range from consumers and Xiaomi fans,” said Jaskaran Singh Kapany, Head of Marketing, Xiaomi India.
The company is willing to imply this nomenclature on all its gadgets including smartphones and TV, laptop, and Internet of Things (IoT) offerings.
According to Counterpoint Research, in May 2021, Xiaomi India captured ~14% market share in the Rs 20,000-45,000 category.“This empowered us to push the boundaries of technology and innovation further to elevate the consumer experience… our aim is to have a unified presence. With this new logo shift, we envision bridging the perception gap between our brand and products,” Kapany added.