Xiaomi is moving away from its ‘Mi’ product brand

Xiaomi is phasing out its ‘Mi’ product brand, spokesperson said The edge. Products, including flagship smartphones like this year’s Mi 11, will simply carry the Xiaomi name. The news was first reported by XDA Developers.

“From the third quarter of 2021, Xiaomi’s ‘Mi’ product series will be renamed to ‘Xiaomi’,” the spokesperson said. “This change will unify our brand’s presence in the world and close the perception gap between the brand and its products. This change may take some time to take effect in all areas. “

Xiaomi says it will always keep the Redmi brand, which means high-end Xiaomi products will form a separate line alongside Redmi products. Xiaomi products “represent the pinnacle of technology and offer a premium experience”, according to the company, while Redmi products “bring great innovation at a more accessible price and are aimed at a younger audience”.

This naming convention “will also be applied to our ecosystem and to IoT products over time,” the spokesperson said, although the Mi brand logo continues to be used in Xiaomi’s Mi Home stores for the moment.

This month’s announcement of the latest phone in the Mi Mix series was a harbinger of change, as Xiaomi called it Xiaomi Mix 4. Previous phones were called Mi Mix, Mi Mix 2 and Mi Mix. 3.

The Mi brand has been widely used in Western markets, presumably for readability and pronunciation reasons – phones like the Mi 11 are already referred to as Xiaomi 11 in China, for example. But Xiaomi obviously thinks that the name of its company is now sufficiently recognizable and better represents its products.