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Xiaomi Launches First Flagship After Splitting Redmi
Xiaomi Launches First Flagship After Splitting Redmi
Xiaomi 9 (MI 9) will be launched on 20 February 2019. PHOTO: Credit to Xiaomi
Associated Company
Xiaomi Xiaomi

Xiaomi officially announced that Xiaomi 9 (MI 9) will be launched on 20 February 2019. It is the first Xiaomi flagship phone after splitting Redmi as a separate brand.

LEI Jun (雷军), president of Xiaomi, posted on Weibo and WeChat official account that do not expect MI 9 will be selling at a significantly discounted price and the Xiaomi flagship phone will focus on providing the most premium products in the future. Inside of Xiaomi, the nickname for MI 9 is "fighting angel" featuring good looking phone design and powerful in terms of performance.

Features about MI 9

  • Chipset: It comes with Qualcomm’s Snapdragon 855 octa-core chipset.
  • In-display fingerprint sensor: the fifth generation of the in-display fingerprint sensor will be used and it will increase the unlock speed by 25%.
  • Screen: A 6.4-inch Full HD+ AMOLED display which is supplied by Samsung. The screen is protected with Corning Gorilla Glass 6. The water drop notch display of the smartphone will offer 90.7% screen-to-body ratio.

The message from LEI is clear that Xiaomi flagship phones will further emphasis the medium-to-high end market where higher profit margin could possibly achieve. And re-build Xiaomi as a medium-to-high brand image as previously there is an unclear distinction between Xiaomi and Redmi.

However, to take the budget-friendly might not be that easy. Previously, Xiaomi launched several high end phones selling above RMB 3,000 (USD 443), but none of those seemed to win a remarkable market success.

In addition, Xiaomi and Redmi have been together for around 5 years. It might take some time for consumers fully distinguishing these two brands. Moreover, Xiaomi does not have a large existing medium-to-end customer base will raise a question who would be the targeted customer for xiaomi's new flagship phones and is that customer group big enough now or going to be big enough at the later stage.

Enterprise Information

Xiaomi is an electronics and software company that focuses on mobile devices and technology.
CATEGORIES: Consumer electronics
Last Funding Type
IPO
Number of Employees
1001-5000
Number of Funding Rounds
6
Total Funding Amount
6.28B

Enterprise Information

Xiaomi
Xiaomi is an electronics and software company that focuses on mobile devices and technology.
CATEGORIES: Consumer electronics
Last Funding Type
IPO
Number of Employees
1001-5000
Number of Funding Rounds
6
Total Funding Amount
6.28B

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