Earlier this month, Xiaomi applied for a trademark on the name Xiaomi Express. Based on the classes the the trademark was filed under, we made an assumption that Xiaomi was preparing their own parcel delivery service, with the name Xiaomi Express. Now we’re seeing those trademarks bear fruit, though now it’s just Mi Express, which rolls off the tongue much nicer in my opinion.

With Xiaomi having just launched their Mi Express door to door courier service, they’ll be going head to head with Chinese courier behemoth SF Express for the top spot as China’s number 1 courier service. Unfortunately, things seem to be off to a rough start as Xiaomi’s prices aren’t exactly matching up all to well with their main competition.

In terms of pricing, SF Express seem to have Mi Express handily beaten, especially with their current promotional prices. This is somewhat surprising considering how Xiaomi is usually the price champion, but it also makes sense. SF Express has been an established player in the courier game for a while now, while Xiaomi is just now dipping their toes in the market.

Xiaomi is going to need to take some time if they’re going to properly compete in the parcel delivery market, but we’re optimistic that they’ll figure things out soon enough. It’ll be interesting to see whether the company brings the service to other countries as well. It’s possible we’ll see the service come to India soon, considering it’s their biggest market.

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