Redmi, Xiaomi’s popular sub-brand, is entering a new chapter with a bold rebranding. The most noticeable change is the brand name itself, now written entirely in uppercase – “REDMI.”
According to Lu Weibing, President of Xiaomi Group’s mobile phone department, the change is not just aesthetics. “Redmi changed its name from REDMI,” explained Lu, “and there’s a lot of strategic thinking behind it.”
He notes that Xiaomi’s success in the high-end market with more advanced technology is creating space for Redmi to expand. And the company appears to be preparing well for this shift.
The change in product strategy
According to Weibing, the new “Turbo” series will take over the mantle previously held by the “K” series, which will “continue to break through.”
Lu also shared that the K80 lineup will be the biggest product update in the history of the K series and will directly compete with the top-tier performance flagships offered by e-commerce sub-brands of competitors.
“The K80 Pro,” he stated, “will compete with its rivals ‘Thirteen Brothers’ with its exceptionally powerful configuration and user experience.”
Wang Teng Thomas, General Manager of the Redmi brand, confirmed that these changes are a response to Xiaomi’s flagship series entering a higher price bracket. “REDMI’s product line has been adjusted since the beginning of the year,” said Wang.
“The new K series is positioned as the champion flagship, particularly the Pro series will create an all-round flagship experience. However, Wang Teng notes that the price range of the phones will also increase to fill the gap left by Xiaomi’s number series price hike.
The new Turbo series will dominate the 2,000 to 3,000 yuan price segment (roughly $280 to $420). Wang emphasizes that, regardless of the price range, REDMI will stay committed to offering the best value for money and remain unmatched in every segment it competes.
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