Meet Xiaomi's new, youth-oriented brand: CC

Some tech blogs and outlets had expected Xiaomi to unveil 2 new devices today (June 21, 2019). Instead, however, they got a lengthy communique from the OEM's CEO, Lei Jun. This extended Weibo post introduced a new brand, which, like Redmi before it, will have some degree of developmental freedom from the main company.

The new series of products to be marketed by the new brand are to be known as the CC series. This acronym stands for Colorful & Creative, according to the Xiaomi CEO, and will be designed by a relatively new team within the company called Chic & Cool 90. It will apparently be staffed mostly by people born in the 90s, in order to ensure CC's intended 'youthful' look and appeal.

This announcement explains a number of things. First off, it at least partially clears up what became of Meitu and its staff following Xiaomi's absorption of this OEM some time ago. The last that was heard of this company was that it would partner on certain camera-and design-centric Xiaomi products of the future. Indeed, some former Meitu designers have reportedly been moved onto the CC product. 

Secondly, the rumors surrounding a new phone called the Mi CC9 now make more sense. Lei also indicated that the first devices to be released under the new brand are to be called the CC9 and CC9e (in which the 9 denotes the OEM's age this year). The most recent leaks also now suggest that a phone detected on the TENAA database looking so much like the Mi 9 is in fact the CC9e, whereas the CC9 has a design with a flip-out camera somewhat like that of the Asus Zenfone 6.