Many of us are thinking about Xiaomi's move that happened at the beginning of 2019. Redmi, until then a well-known range of affordable smartphones, deserved the creation of its own brand.
It would seem that after the very successful move of Huawei, which came up with a separate sub-brand, Honor, and Oppo, which has produced a separate Realmi, the division of Xiaomi will be a predictable and logical step.
More trees will bear more fruit
Official press releases issued to date have been modest in content to justify this decision. Perhaps such a division in China is modern. Or is it easier to do business in the region in several smaller companies than in one large concern?
However, the success of the Honor brand is revealed by the fact that it is a well-planned series of marketing processes that will ultimately bring more "fruit" to both established companies.
Independence Redmi from Xiaomi seems to be successful so far, and we can expect that other Chinese and possibly global brands will continue to take similar steps.
When was the brand created? Redmi?
Already on January 3, 2019, Xiaomi issued a statement that the name Redmi it will be a separate separate brand and an official act will take place January 10, 2019. It was already clear from the previous information that the division of the company would be accompanied by the introduction of a new smartphone Redmi.
An unknown stranger enters Xiaomi at that time Lu Weibing, former CEO of smartphone maker Gionee. This company announced bankruptcy at the end of 2018. Speculations immediately began to spread that he would be the new manager Redmi. However, the information was denied by Xiaomi representatives.
China, Beijing, January 10, 2019 - Global technology leader Xiaomi announces that Redmi will operate as an independent brand. Its task is to develop top smartphones and other electronics at the lowest possible prices, in the best possible ratio of price and performance. It aims to accelerate Xiaomi's parent expansion in global markets.
The founder, president and CEO of Xiaomi Corporation, Lei Jun, said:
“As of September 30, 2018, Xiaomi has sold a total of 278 million smartphones in the range Redmi worldwide. We invited Lu Weibing, the former president of Gionee, to our company to be the vice president of Xiaomi Corporation and the general manager of the brand Redmi. His rich experience will help the company Redmi penetrate foreign markets faster. Redmi will continue to focus on the research and development of high-quality smartphones with the best price-performance ratio in the future and will accelerate the pace of global expansion!"
Quality and affordable electronics for everyone
Lu Weibing, the new general manager of the independent brand Redmi, stated that Redmi will continue to develop electronics aimed at Internet users. The goal is to produce equipment at the best possible price-performance ratio.
Products marked as Redmi they have been promoting high standards of research and development since their inception. Xiaomi has been improving quality control, giving fans around the world affordable and quality products.
The presentation of the new smartphone enhanced the statements of both representatives Redmi Note 7, which is the successor of the popular series Redmi Notes. Its specifications perhaps there is no need to introduce and now we can evaluate that it is a successful smartphone.
Just on Sunday, 26.5.2019, Donovan Sung - spokesman for the global Xiaomi branch - has published information on his social networks that Redmi To date, the Note 7 has sold more than 10 million units worldwide.
Redmi However, Note 7 had another important meaning for the brand at the time of its introduction Redmi. It was about the first smartphone on the Chinese market for which the manufacturer has given a warranty of up to 18 months. The team put in a new brand Redmi to the general public that their products are and will be reliable and of high quality.
Smartphones in China usually have a warranty of only 12 months. With this step Redmi it lets you know that it really stands behind the quality of its smartphones.
The real reason for brand independence Redmi
We are slowly getting to the root of why Redmi became an independent brand. From the beginning, Xiaomi produced two successful series of smartphones, the Mi and Redmi. While the Mi range denotes the flagships, the range Redmi was aimed at cheaper smartphones.
But that has changed in recent years, and Xiaomi has started producing another series of TOP smartphones called MIX.
The MIX series ranges in value above 3000 yuan (390 € / 10 CZK), flagship models of the Mi series come with prices at the level of 078-2000 yuan (3000 € / CZK 6 to 718 € / CZK 10) and mid- to upper-class models are in the 078-1400 yuan category (2000 € / CZK 4 to 703 € / CZK 6).
Some Xiaomi phones, such as Mi 8 Lite or Mi Play, overlap in price with the most expensive phones Redmi. The competitive struggle of one brand's own devices is a positive sign for brand separation.
In 2018, the Chinese smartphone market weakened, and the presence of many mobile phone manufacturers and the division of brands split it even more. Xiaomi smartphones tried to catch up with Huawei, Honor and other top brands in the competition. Several mid-end and high-end models from Xiaomi have been overshadowed by third-party phones in China.
The situation escalated to such an extent that statements were made about the "dying" of Xiaomi. Series Redmi it was also "buried" by Xiaomi's own models, namely phones such as Mi 8 SE, Mi 8 Lite and Mi Play. The Mi series has taken a position in the range of mid-end phones, while Redmi with its Note series, it rose above its level.
In 2018 the phones didn't go through Redmi no significant design or hardware change. This is also why the position of this council was weakened. Lei Jun - the boss of Xiaomi - was not passive about development and direction Redmi satisfied.
On the other hand, his fate Redmi he was not indifferent. At Xiaomi, they had to make a decision. Be the brand Redmi they will bury, or he will get independence. They chose the second option and today we can say that they made the right decision Redmi rises from the ashes.
This is evidenced not only by the 10 million units sold Redmi Note 7. It is also the recently introduced flagship killer Redmi K20 Pro, which currently has no competition in terms of price and performance.
Where Redmi heading, even a funny reason
Just a newly created brand Redmi has the task of expanding in world markets. And why Redmi and not Xiaomi? It is said that one of the reasons are problems with the correct pronunciation of the Xiaomi brand, especially among English-speaking nations. They make up a non-negligible part of users, and English is also the world language of the technological public.
In Chinese, emphasis is placed on the pronunciation of the individual sounds of a word, and sometimes the same sound pronounced differently significantly changes the meaning of the word. In this sense, the brand should Redmi it should have become international because its pronunciation in English is not so problematic and is more understandable.
Brand CEO Redmi, Lu Weibing, said during the January conference that the brand wants pre people around the world bring affordable devices different focus.
Not only smartphones, but also own accessories or household appliances. Brand Redmi wants to build its own ecosystem of devices, similar to the parent Xiaomi. Their goal, even their mission, is to become king in the affordability of a wide range of products.
They describe their strategy in several points:
- Extremely "sexy" price-performance ratio
- Pay attention to high quality
- Accelerating internationalization
- Bring high-end smartphones
- Participate in 5G development, expand product categories, AIoT development and expand ecosystem Redmi devices
Both of our favorite brands never cease to amaze. Redmi performance RedmiBook 14or imaginative travel suitcase. Xiaomi, in turn, an unexpected performance I 9T. How they will do in the future and what will surprise everyone, we will watch and of course inform about it on Xiaomi Planet.
Current information about the brand Redmi and new products to your e-mail box?
