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Xiaomi planning to release high-end Redmi handhelds

Redmi will be focusing on premium mid-range, as well as value high-end handhelds. (Source: Xiaomi)
Redmi will be focusing on premium mid-range, as well as value high-end handhelds. (Source: Xiaomi)
Xiaomi sub-brand Redmi is reconsidering its marketing strategies. Up until now, Redmi has been focusing on premium mid-range phones, but it looks like Xiaomi will allow it to release flagships, as well. The Note 7 Pro is going to be released soon, and afterwards, Redmi intends to launch a value high-end handheld powered by Qualcomm's Snapdragon 855 SoC.

Ever since its release in 2013, the Redmi lineup of smartphones from Xiaomi has been bringing serious ravenous, and the Chinese company has already turned these devices into a specific sub-brand, similar to what Xiaomi did with the Black Shark phones. The “Redmi by Xiaomi” phones were initially thought to be marketed as premium mid-range models, but it looks like Xiaomi has revised its strategy and is now considering to launch high-end Redmi models.

A recent Weibo post shows Redmi CEO Lu Weibing discussing the future of the Redmi devices with his team. The post informs that Redmi will launch a Snapdragon 855 high-end model this year, and the Redmi sub-brand is to focus on mid-range as well as value high-end handhelds from now. Moreover, the post mentions that the upcoming Pro version for the freshly released Redmi Note 7 will be released in the coming months. This sub-branding strategy seems to be working well for Xiaomi, as 2018 has shown steady growth across the board, with increased revenues coming from the Black Shark, POCO and, more recently, Redmi lineups.

Unfortunately, the Weibo post does not mention any other specs for the future Redmi flagship, but the new shift in focus towards value is most likely to bring competitive prices for all upcoming Redmi devices.


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Bogdan Solca, 2019-02- 5 (Update: 2019-02- 5)