Xiaomi Abandons its “Mi” Product Branding

As was first reported by XDA Developers, Chinese electronic manufacturer, Xiaomi which recently overtook Apple as the world’s second-largest phone maker, is phasing out its most recognizable “Mi” product branding so that products including flagship smartphones like this year’s Mi 11 will instead simply carry the Xiaomi name.

The Mi brand was largely used in Western markets, presumably for readability and pronunciation reasons — phones like the Mi 11 are already called the Xiaomi 11 in China, for example. But Xiaomi evidently believes its company name is now recognizable enough and better represents its products.

“Starting in 2021 Q3, Xiaomi’s product series ‘Mi’ will be renamed to ‘Xiaomi,’” says the spokesperson. “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.”

Xiaomi said it is now confident that their products are relevant and identifiable enough not to need additional branding. The renaming of the Mi line 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,” Xiaomi said.

XDA reported that Xiaomi had already changed branding when it launched its Mix 4 smartphone without Mi branding. This naming convention “will also be applied to our ecosystem and IoT products over time,” says the spokesperson, though the Mi brand logo will continue to be used in Xiaomi’s Mi Home stores for now. Under the parent company, only two product lines will now feature — Redmi and Xiaomi.

“Xiaomi products represent the pinnacle of technology and offer a premium experience,” Xiaomi stated. “Redmi products bring big innovation at a more accessible price point and are aimed at younger audience.” Current Mi-branded products will continue to be fully supported by the company, Xiaomi said.