Sunday, 16 June 2019 | 11:30 WIB

Xiaomi Confirms Redmi to be a Separate Brand

Redmi logo

JAKARTA, NNC - Xiaomi CEO Lei Jun, through Weibo announced that Xiaomi has made Redmi an independent brand.

Responding to Weibo users comments on Friday, Lei Jun says Redmi brand will focus on the ultimate price/performance ratio, whereas Xiaomi to focus on mid-to-high-end and new retail, according to the Indian Express.

Lei Jun also said that all Redmi smartphones will be sold on online channels, while Xiaomi smartphones will not.

Xiaomi also operates Poco, a sub-brand established last year to rival OnePlus. GizmoChina's website states that Poco will be for premium smartphones at affordable prices.

Redmi's separation from Xiaomi is also expected to make the company focus more on the smartphone segment.

Xiaomi is not the first company to own several smartphone brands under its portfolio.

Last year, Oppo introduced a new brand dubbed Realme in India. However, a few months later, the brand was separated from its parent company to operate independently.

Huawei also adopted a similar strategy. Huawei and Honor are separate brands where Huawei focuses on high-end smartphones, while its sub-brand Honor focuses on affordable mobile phones, same as Lenovo and Motorola, citing Antara.