Redmi, Xiaomi’s well-known sub-brand, is kicking off a new era with a major rebranding. The most obvious change? The brand name is now fully in uppercase – “REDMI”
Lu Weibing, President of Xiaomi Group’s mobile phone department, clarified that this change goes beyond just a visual update. He stated, “Redmi changed its name from REDMI,” adding that there’s a lot of strategic thinking behind the decision.
This shift comes as Xiaomi makes strides in the high-end market with advanced technology, leaving more room for Redmi to grow and expand into new areas.
Shift in Product Strategy
Lu also revealed that Redmi’s new “Turbo” series will replace the former “K” series, which will continue to push boundaries. He mentioned that the upcoming K80 series will be the biggest update to the K series yet, designed to compete with high-end flagship phones from rival e-commerce sub-brands.
“The K80 Pro,” Lu said, “will take on its competition with an extremely powerful configuration and top-tier user experience.”
What’s Driving the Change?
Wang Teng Thomas, General Manager of the Redmi brand, confirmed that these changes are in response to Xiaomi’s flagship series shifting to a higher price point. He explained, “REDMI’s product line has been adjusted since the beginning of the year.”
The new K series will focus on being a champion flagship, especially the Pro series, which will offer a well-rounded flagship experience. However, with the price increase of Xiaomi’s main series, the Turbo series will target the 2,000 to 3,000 yuan range (roughly $280 to $420). Despite the price increase, Wang emphasized that REDMI is committed to providing the best value for money and staying competitive in every segment.
[…] direction. In a post on Weibo, he shared that the brand’s logo will now be written as “REDMI” in all capital letters, a change that goes beyond just aesthetics. This rebranding reflects a […]