Guide to key Xiaomi sub-brands
At the stage of "building the foundation" of the brand, the creation of a single large ecosystem was laid in the development concept of Xiaomi. It provides its own crowdfunding platform, which is the starting point for new sub-brands to get on their feet. The parent corporation provides them with financial support, controls an uninterrupted supply chain, and generally unites a team of like-minded people to achieve a good goal. At the same time, all the conditions for the independent development of subbrands have been formed in the ecosystem. Startup companies are considered partners for Xiaomi and operate independently, but most of their stake is still owned by the managing corporation.
Xiaomi brand's own products are represented mainly by smartphones ( Mi and K series), laptops, TVs, headphones, Bluetooth speakers, smart set-top boxes, Wi-Fi equipment and tablets. The rest, with rare exceptions, are products of many sub-brands.
We have selected two dozen of the most popular Xiaomi partners in domestic latitudes and will briefly talk about each in the context of their activities.
Smartphones
Redmi
Initially, the Redmi line of smartphones was an integral part of Xiaomi. It included mobile phones with average weighted characteristics at an affordable price. The Redmi series was brought into a separate sub-brand at the dawn of 2019. Under its auspices, they continued to produce entry-level and mid-range smartphones, and the Redmi family was also replenished with TVs, laptops, headphones and smartwatches.
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| Since the beginning of 2019, the Xiaomi Redmi line of smartphones has been launched into a separate sub-brand, which has gone to its advantage. |
The cavalry of smartphones of Xiaomi's most significant "daughter" is divided into two large camps - simpler devices (Redmi series) and mobile gadgets for a more demanding audience ( Redmi Note series). Henceforth, new smartphones in the family are released a couple of times a year.
Poco
The name of the Poco line comes from the slogan "Play Often Creates Overjoy" (the game often causes delight). The first-born of Xiaomi's "Pocophones" has created a real sensation in the arena of smartphone construction. The emphasis in the F1 was on the combination of powerful hardware, large storage capacity, photographic ambition, fast battery charging and other top priorities. And saved on everything that had nothing to do with performance.
The second milestone in the development of the Poco line came in 2020. It continues to progress at an accelerated pace, offering the user audience the most for their money in a strong medium-segment of mobile devices.
Black Shark
"Black Sharks" from Xiaomi are advanced gaming smartphones with characteristic gaming "chips" for comfortable gameplay. The emphasis in them is placed on powerful hardware, effective cooling of the “insides”, and a high screen refresh rate. They even provided RGB backlighting on the “back”, so that the smartphones of the Black Shark sub-brand certainly stand out from the background of traditional peers.
Xiaomi's lesser-known subsidiaries in the mobile phone arena are the 21KE and Qin brands, which produce low-cost push-button handsets and basic-level smartphones.
Wearable devices
Huami/Amazfit
Huami is one of the first significant partners of Xiaomi, founded in 2013. This subsidiary "manages" the release of fitness trackers and smartwatches. In particular, she started the procession with the legendary Mi Band bracelets, and now Huami wearable gadgets of the Amazfit series are in great demand.
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| The range of Huami Amazfit smartwatches has an offer for every taste and color. |
The Huami sub-brand develops not only wearable devices themselves, but also “writes” software for them. Mobile applications for "docking" smartwatches and bracelets with a smartphone provide complete information about a person's biometric data and carry out analytics of his activity, as well as health indicators.
Other Xiaomi wearables partners include WeLoop, GIGA Design and OMATE.
Audio
1MORE
Inexpensive Piston Earphones were the first successful collaboration between Xiaomi and 1MORE. Since then, a lot of water has flowed under the bridge, but the main thing has remained unchanged - under the sign of the 1MORE brand, the production of headphones of the most diverse colors and designs has been established. The company's portfolio also includes portable speakers.
Other notorious Xiaomi sub-brands in the audio arena are QCY, Haylou, Simgot and Oh Play.
Photo and video equipment
70mai
The 70mai brand has made a name for itself in high-end DVRs with a bet on accessibility to a wide audience. You can read more about it in the corresponding subsection of the catalog at the following link. In addition, under the wing of 70mai, the production of other car accessories has been launched: child car seats, parking systems, GPS modules, etc.
XiaoYi
XiaoYi sub-brand cameras are better known to the consumer class for the shortened Yi prefix. It is found in the expanded naming of some Xiaomi action cameras, car recorders, smart home cameras and video surveillance systems. This "daughter" develops image processing technologies, algorithms for use in cameras and mobile applications.
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| Car recorders are the backbone of XiaoYi sub-brand products. |
XiaoYi's first products were DVRs. At the time of their debut on March 1, 2016, 15,000 copies of car registrars were swept from virtual shelves in just 10 seconds.
Home Appliances
MiJia
The smart devices of the Xiaomi smart home ecosystem are united under the umbrella of the MiJia product series. The most extensive range of goods is delegated to it - from electric kettles to all kinds of security systems. A common feature of the MiJia family of devices is full integration into a single home automation system.
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| In the MiJia logo, the letters "M" and "J" are stacked in the shape of a shield. |
The logo of MiJia product line devices is made in the form of a shield that protects the home with the help of "smart" technologies. And they, in turn, make our living better and more comfortable.
Roidmi
The path of the Roidmi sub-brand began with accessories for the "iron horse": FM transmitters, air cleaners, car vacuum cleaners. Recently, the company's products have organically blended into the home environment - the Xiaomi Roidmi series upright vacuum cleaners do an excellent job of keeping the home clean.
Deerma
Deerma stood at the origins of the Xiaomi Corporation - the year of its foundation is 2011. Under the sign of the brand, a variety of household and climatic equipment is produced. In particular, garment steamers, humidifiers and dehumidifiers, practical vacuum cleaners. Many sub-brand products have received prestigious awards in ergonomics and design.
Roborock
Roborock's product range is dominated by advanced robotic "cleaners" with artificial intelligence. Also, at the facilities of this Xiaomi sub-brand, the production of accessories, consumables and replacement parts for robotic vacuum cleaners has been established.
Viomi
The Viomi brand is focused on creating smart devices for the smart home ecosystem. It has been working closely with the Xiaomi parent corporation since time immemorial. The name of this partner comes from the Latin phrases vi ("vitae") and omi ("omega"), which means "Great life, endless technology".
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| Electric kettles are one of the many items in the huge list of Viomi products. |
The Viomi label can be seen on a whole arsenal of home appliances and climate control equipment: it is found in water treatment systems, on electric kettles, vacuum cleaners, heaters, etc.
Jimmy
Jimmy, run by Xiaomi, is focused on cleaning equipment, beauty and health products, car accessories for the care of the "iron horse". It produces practical tools with an eye on everyday use.
MiniJ
Along with MiJia and other Xiaomi partners, the MiniJ sub-brand is promoting smart home appliances to the masses. These are spacious refrigerators, and washing machines, and dishwashers, and climatic equipment in the manner of air conditioners. Those. equipment of especially large caliber.
Smart Mi
The SmartMi product shelf is dominated by all kinds of climate control equipment with the “smart” prefix: air conditioners, humidifiers and dehumidifiers, heaters, air mass quality control sensors.
Enumerate home appliances from the "daughters" of Xiaomi can be infinitely long. We have identified only the backbone of the main sub-brands of the venerable Chinese corporation. Among other partners, products of the brands Honeywell, Aquara, SWDK, Dreame, Lexiu, etc. deserve close attention.
Transport
Ninebot
As you know, the name of the American company Segway for a long time was almost a household name when it came to personal self-balancing electric vehicles. In 2015, Xiaomi Corporation took over the rights to the brand. Using their own developments and experience behind Segway, the assembly of Ninebot hoverboards, unicycles and Ninebot electric scooters was set up at the facilities of the Chinese brand.
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| Continuing the glorious tradition of Segway, Ninebot has launched the production of a new era of self-balancing electric vehicles. |
At the present time, Ninebot personal electric transport is rightfully considered one of the best in its segment, which is not surprising, given the brand's long history in this field.
FIMI
In order to compete on equal terms with the monopolist in the arena of unmanned aerial vehicles in the face of DJI, Xiaomi Corporation has successfully invested in FIMI startup. Today he is known to the public thanks to quadrocopters with advanced cameras on a gimbal and accessories for them.
Other sub-brands of the Chinese company in terms of transport are MiTu(drones), HIMO(electric scooters and electric bicycles), UMA(personal electric vehicles), QiCYCLE(intelligent bicycles for the city).
Lighting
Yee Light
Almost everything related to lighting is entrusted to YeeLight. It produces smart light bulbs, table lamps, LED strips, nightlights, flashlights, and even specific products like bug lamps.
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| Yeelight is a "smart" light from Xiaomi. |
Gadget accessories
ZMi
The sale of accessories for smartphones and other gadgets brings Xiaomi Corporation a significant share of the profits. The most famous is her "daughter" ZMi, which makes portable batteries, wireless chargers and cables for mobile devices.
Along with it, the products of less venerable sub-brands of the Chinese company are in demand: KingMi, Solove and Zaofeng.
From now on, when you meet on the shelves some goods from the Celestial Empire with an hitherto unheard-of brand name, take a closer look at it. If it turns out to be one of Xiaomi's sub-brands, you won't have to worry about the proper quality of the product - the parent corporation carefully controls the release of partner equipment at all stages of production.
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