Xiaomi CEO Lei Jun last week announced that Redmi and Xiaomi would be two different brands wherein Redmi will be renowned for affordable phones while Mi will be for Android One and premium and flagship phones. And today, it has become official with the release of Redmi’s Note 7 flagship. As Redmi becomes independent Xiaomi now, it unveiled a separate logo for the Redmi brand. The emblem includes “Redmi by Xiaomi” words.
Explaining the idea behind this move, Jun said that by separating Redmi from Mi the company is primarily pursuing giving more attention to both the brands separately. With the implementation, Xiaomi is seemingly working on making Redmi a budget or pocket-friendly specific brand, while under the Mi brand Xiaomi will bring high-rated phones that include the Mi series and other models.
The separation of the Redmi brand will also be beneficial to the Mi brand, given that it will enable the company to focus on it specifically. It is true that Xiaomi’s Mi brand doesn’t have much of its own identity here, and this split might also help make its way to India.
Additionally, the executive said that the decision to make the brand an independent entity is to focus on the Mi brand of phones to generate more business from that segment of the smartphone market.
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This split policy is not new as a policy. This has been earlier adopted by companies like Huawei and Oppo. It was recently that Oppo had also split in a separate Realme brand that would compete in the budget smartphone market. On the other hand, Huawei focuses on high-end phones, its sub-brand Honor is specified on making budget-friendly phones.
As for Xiaomi, it now has three sub-brands under it, including Redmi, Mi, and Poco. Among all, the Poco F1 is at present the cheapest phone available under Rs 20,000.