- Xiaomi has confirmed that it will cancel the Xiaomi “Mi” brand.
- Instead, it will only use “Xiaomi” as its naming scheme. This means that we should see “Xiaomi Mi 12” instead of “Xiaomi Mi 12.”
- The company has removed Mi from many of its products in China, so this may be related to brand synergy.
Just a few weeks ago, Xiaomi launched a new Mix smartphone: Xiaomi Mix 4. This is an interesting news, because the usual “Mi” brand did not appear.Now, according to XDA-Developer, This will be the future development.
Assuming that Xiaomi sticks to this new structure for a long time, this means that we will not see the expected Xiaomi 12 release later this year (or early 2022). Instead, we will see Mi 12 (and multiple improvisations of that name for different related products).
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This represents a huge shift because the company has been using Mi since the launch of its first smartphone Mi 1. The brand is also suitable for non-smart phone products, including tablets, wearable devices, laptops, etc.
What needs to be clear is that Xiaomi has not changed any content of existing products. For example, Xiaomi 11 smartphones will continue to be Xiaomi 11. This change only applies to upcoming products.
according to Suntec, Xiaomi already has several products without the Xiaomi brand in China. This change in its global products is likely to bring some brand synergies on a global scale.
Lei Jun, the co-founder of Xiaomi, once commented that “Mi” represents two things: “Mobile Internet” and “Mission Impossible.” The former refers to the company’s product focus, while the latter refers to the company’s ambitions.