Xiaomi drops the ‘Mi’ branding a decade after it was based
Xiaomi is in the process of renaming its “Mi” product line to “Xiaomi”. His spokesman told MARKETING-INTERACTIVE that this change will unify its global brand presence and “close the perception gap between the brand and its products”. This change will take some time to take effect in all regions and comes more than a decade after the first Mi 1 was released in 2011. With the new brand identity, two different product lines will sit under the Xiaomi parent brand – Xiaomi and Redmi.
According to the spokesman, Xiaomi products represent “the cutting edge of technology and offer a premium experience”. Redmi products bring big innovations at a cheaper price and are aimed at a younger audience. This differentiation is also reflected in the brand’s updated logos, with both the Xiaomi and Redmi logos under the parent brand’s logo. The naming convention for product lines – Xiaomi and Redmi – will also be applied to our ecosystem and IoT products over time. The brand declined to comment on how marketing is being pushed for Xiaomi and how the process of converting all brand assets went.
Independently of this, Xiaomi has commissioned the LINGO Marketing Agency to take over the tasks of social media and video marketing for its independent brand POCO for one year. POCO is available in more than 35 markets worldwide and was first launched in 2018 as a Xiaomi brand with its first smartphone, the POCO F1. It became an independent brand in November last year.
Meanwhile, Xiaomi made a subtle change to its brand logo earlier this year, adopting a softer, more rounded outline at the corners of the previously square logo, as well as a redesigned “Mi” typography. The brand kept its orange color to convey the vibrancy and youthfulness of Xiaomi. At the same time, black and silver are now also used as complementary colors for applications in the high-end product line.
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