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Now you see Mi, now you don't: Xiaomi drops unnecessary name in quest to enhance global brand awareness

"Xiaomi" sounds like "shau-mee" when pronounced correctly and is the Chinese word for millet. (Image source: Xiaomi - edited)
"Xiaomi" sounds like "shau-mee" when pronounced correctly and is the Chinese word for millet. (Image source: Xiaomi - edited)
It has been reported that Xiaomi will no longer use the “Mi” trade name as part of its branding. Apparently, this process already started with the Mix 4 smartphone and should continue with the upcoming Xiaomi 11T range. It seems “Mi” has become superfluous as Xiaomi targets worldwide brand recognition and consumer electronics dominance.

The Mi brand has been used by Xiaomi since the launch of MIUI in August 2010, which was followed by the company’s first smartphone, the Mi 1, shortly afterwards. The firm rapidly gained popularity in its domestic market of China, selling millions of handsets a year by the time the Mi 3 made an appearance (2013). Since then, the Mi range has gone from strength to strength, with both the Mi 10 series and Mi 11 lineup consisting of some very impressive premium smartphones. But it appears “Mi” has now become surplus to requirements in Xiaomi’s ongoing plans for global dominance.

According to a report from XDA Developers, a Xiaomi spokesperson has made it clear that “Mi” has been dropped and future releases from the Chinese OEM will be branded with the "Xiaomi" name and the relevant model number or product name. While we were all looking forward to the innovations promised by the release of the “Mi” Mix 4, it was mostly overlooked that the Mi trade name had actually been removed, leaving the 2021 smartphone simply called the Xiaomi Mix 4 or Mix 4 for short. The Mi 11T that has been reported on frequently as of late should also bear the new branding scheme –so just Xiaomi 11T this time round.

Xiaomi recently coughed up the equivalent of over US$300,000 to have its well-known orange Mi logo changed from a square to a “squircle”, so obviously the company’s coffers are in a healthy state if it’s just going to go ahead and change a brand it’s been wielding successfully for over a decade now. There is some logic behind the move – Xiaomi is popular in almost every regional market around the world but North America is still waiting to be properly tapped. If the Chinese company is planning a product assault on US shoppers, it would be wise to establish the single “Xiaomi” brand name now to avoid unnecessary confusion further on down the line.

Buy the Xiaomi Mi 10T on Amazon

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Daniel R Deakin
Daniel R Deakin - Managing Editor News - 2698 articles published on Notebookcheck since 2012
My interest in technology began after I was presented with an Atari 800XL home computer in the mid-1980s. I especially enjoy writing about technological advances, compelling rumors, and intriguing tech-related leaks. I have a degree in International Relations and Strategic Studies and count my family, reading, writing, and travel as the main passions of my life. I have been with Notebookcheck since 2012.
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> Notebook / Laptop Reviews and News > News > News Archive > Newsarchive 2021 08 > Now you see Mi, now you don't: Xiaomi drops unnecessary name in quest to enhance global brand awareness
Daniel R Deakin, 2021-08-24 (Update: 2021-08-24)