Xiaomi has removed Mi branding from its products to avoid mass confusion on smartphones. The strategy will help Xiaomi promote brand awareness and reduce market confusion over its multiple line ups.
The decision to drop Mi is noticeable from Xiaomi’s recent release MIX 4. XDA has reported that other models in the same lineup will follow the same strategy. Meanwhile, midrange titles of Redmi, and POCO will retain for now.
Before this decision was made, the world’s largest smartphone manufacturer, Xiaomi, categorized its products under Mi, Redmi, and POCO. Now, the company will ship Mi handsets under Xiaomi, after its parent company’s name. That means, Xiaomi, Redmi, and POCO will hit the markets in diverse ranges.
Dropping Mi Brand To Avoid Confusion
Xiaomi’s decision to remove the Mi brand from its product seeks to avoid confusion for smartphone buyers. The company sells phones in categories and different names and their models can make it a troublesome affair for customers to recognize products. However, this is a growing issue with many smartphone companies these days. Brands, their sub-brands, and varying models have made purchasing smartphones a challenging aspect for customers.
By shipping its phones with the parent company’s name ‘Xiaomi’, customers will have less challenge in identifying their next purchase. This will “unify our global brand presence and close the perception gap between the brand and its products.”
Xiaomi’s Official Statement
Starting in 2021 Q3, Xiaomi’s product series “Mi” will be renamed “Xiaomi”. This change will unify our global brand presence and close the perception gap between the brand and its products. This change may take some time to take effect in all regions.
With the introduction of the new brand identity, two distinct product series will sit beneath the parent brand. Xiaomi products represent the pinnacle of technology and offer a premium experience. Redmi products bring big innovation at a more accessible price point for younger audiences. This differentiation will reflect in the upcoming logo, with both the Xiaomi and Redmi logotypes under the parent brand logo.
The product series naming convention — Xiaomi and Redmi — will also apply to our ecosystem and IoT products over time.