To distinguish products on the market and distinguish them from competitors, companies come up with marketing attachments to their names and whole separate sub-brands. In Xiaomi’s case, the most notable is the ‘Mi’ branding: over the past 10 years, it has been used in virtually all of the Chinese manufacturer’s flagship products, from smartphones to TVs and smart home gadgets. Now Xiaomi has decided to abandon it completely. The first “independent” devices were the ceramic flagship MIX 4 and the Pad 5 line of tablets.
Today, 23 August, a Xiaomi spokesman confirmed in a comment to XDA Developers that the company will not use the famed Mi symbol in the future. With a huge portfolio that also includes computers, wearable electronics, e-mobility, refrigerators, household tools and even robots, it looks like this will be the biggest naming update since the tech giant was founded.
- To this topic: History of Xiaomi Mi Series Smartphones. From cheap experiment to voracious cutting-edge flagship
It is noteworthy that Xiaomi’s debut product, not only under the Mi brand, but also, in principle, as a startup, was the budget smartphone Mi 1, which was not presented in 2011 at all. Surprisingly, it is MIUI, a proprietary firmware based on the Android operating system, which today presented already in version 12.5. Over the next few years, Xiaomi continued to develop the Mi series, later the Mi 3 and Redmi 3 models appeared outside of China. By the way, Redmi turned out to be the second most important sub-brand in the history of Xiaomi’s formation.
Probably now that Xiaomi is one of the most popular brands and takes the leading positions on a global scale, it is time to associate its products with the name of the company, and not just with “Mi”. CEO Lei Jun once commented on the origin of the console, saying that it means two things: Mobile Internet and Mission Impossible. Then Xiaomi positioned itself as an Internet company with the goal of performing “impossible tasks”.
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