Xiaomi has been immersed for a long time in a process of changes in its catalog that has had different episodes in recent years, such as the independence of Redmi, which has been part of the foundations that have brought us to the current situation. And all this is because Xiaomi wants to move away from the name that has been built, and stop being a brand associated with “the cheap”, to go on to associate with “the premium”.
The change in the brand is evident, and the truth is that it is moving away from what we knew, but it has not left orphan all the people who are looking for great value for money at a cheap cost, and that is something quite interesting by the company.
Xiaomi is changing its strategy, and Redmi is going to replace it
A few years ago, if you looked at the Xiaomi catalog, without sub-brands in between, you could find terminals of all kinds of ranges, but with a certain price limit that was not exceeded to differentiate itself from the high-end of traditional companies. And it was one of the factors that, at the time, made us see the company differently.
However, now it seems that Xiaomi wants to stop being the Xiaomi that we know, to become a company that is associated with the premium market, such as Apple, for example, and, if you think about it, the rise in prices and improvements in the company’s terminals, it has to do with this.
If you think about it, the Xiaomi Mi 10 and the Xiaomi Mi Note 10 are the terminals of the company that have started these changes, with higher prices than in previous generations, but also with more added value than that provided by the devices that have preceded them. One of lime, the other of sand. But this does not mean that Xiaomi is going to abandon the good, beautiful and cheap mobiles.
And this is where Redmi and Poco’s independence comes into play. And is that both companies are, to some extent, independent. But at the time of sales, they make pineapple, and all the products that are for sale by these brands can be purchased on the Xiaomi website, at least in Spain. In fact, the Redmi K20 has been called Xiaomi Mi 9T in our country.
However, the mythical Redmi are no longer Xiaomi Redmi, they are Redmi, and this separation between the two brands at the marketing level may become more evident over time, since, as you can see in this graph from the analyst Counterpoint, the segmentation that Xiaomi is carrying out is more than evident.
A priori, the price increase of the company seems not to have aroused too many passions, despite the fact that it is a rise supported by a great improvement in the components of the terminal, however, it may be a turning point in the strategy of the company, which may no longer want to sell much and earn little. And I think we will see more changes in this regard in the coming months.
Xiaomi seems to want you to think about the Mi 10 when you go to buy a premium mobile, and put it on the list of “possibilities” along with the Galaxy S20 + or iPhone 11, not when you are going to spend 500 euros on a smartphone, And this is the first step for the Chinese firm to change our perception of it.
And it is very possible that in a few years, when we think of Xiaomi we will not think of a high-end mobile of 500 euros, but a premium mobile of 900 or 1,000 euros, and if not, time to time.