Xiaomi appears to be simplifying its router lineup, with reports suggesting the company will discontinue releasing routers under the Redmi brand. This news comes after a comment exchange on Weibo, the popular Chinese social media platform.
The spark ignited when @Selen7, head of smart hardware market for Xiaomi China, responded to a netizen’s comment on blogger @Kang’s post. In the reply, @Selen7 seemingly confirmed that future Xiaomi router releases won’t carry the Redmi branding. Blogger @Kang further solidified this information in a subsequent Weibo post.
While the official announcement is still awaited, this shift indicates a potential streamlining of Xiaomi’s router strategy. Currently, Xiaomi’s website offers five Wi-Fi 6 routers under the Redmi brand: Redmi Router AX5400, AX6000, AX3000, AX6S, and the Redmi Gaming Router AX5400. These routers cater to a budget-conscious audience with prices ranging from 239 yuan to 459 yuan (approximately $33 to $64 USD).
Interestingly, Xiaomi already has routers within this price range under its main brand. This overlap suggests that discontinuing the Redmi router line wouldn’t significantly impact Xiaomi’s overall router offerings. Consumers looking for budget-friendly Wi-Fi 6 routers will still have a variety of Xiaomi-branded options to choose from.
The potential reasons behind this move remain unclear. It’s possible that Xiaomi aims to simplify its brand messaging and product segmentation. Xiaomi could improve brand recognition and streamline marketing efforts by focusing on a single brand for routers. Additionally, consolidating router production under one brand might lead to increased production efficiency and cost savings.
This news might come as a surprise to some Redmi fans who have enjoyed the brand’s budget-friendly routers. However, the impact on consumers is likely to be minimal. Xiaomi routers within the same price range will still be readily available. We’ll have to wait for an official announcement from Xiaomi to understand the reasoning behind this strategic shift and its long-term implications for the company’s router lineup.
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(Via)
