Xiaomi has sold its Mi-branding products in the overseas market, but it will phase out the moniker from now on. XDA developers first reported the news, and then it was officially confirmed by a company spokesperson – from Q3 2021, the “Mi” product line will simply be called “Xiaomi”; just as it has been since forever at home in China.
Xiaomi Mix 4
The first devices with the new branding were actually the Mix 4 smartphone and the Pad 5 tablet series, which was launched on August 10th. After the event was over, we had our suspicions about the rebranding, but it took 14 days before the company confirmed what everyone expected – Mi is no longer a thing.
The full press release says:
This change will unite 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 different product lines will be under the parent brand.
Xiaomi products represent state-of-the-art technology and offer a first-class experience.
Redmi products bring great innovation to a more accessible price point and are aimed at a younger audience.
This differentiation is also reflected in our updated logos, with both the Xiaomi and Redmi logos below the overall brand logo.
The product convention naming convention – Xiaomi and Redmi – will also be applied to our ecosystem and IoT products over time.
Previously, a Xiaomi GM has confirmed that the physical Mi Stores will now be called “Xiaomi Stores”, and we expect the announcement to be announced during September 15, when the 11T series may come with 120W fast charging, flagship chipsets and 120 Hz monitors.
