{ "schemaVersion": "1.4.0", "language": "en", "slug": "redmi", "brandKey": "redmi", "canonicalName": "Redmi", "canonicalUrl": "https://worldbrand.ai/brand-wiki/redmi", "jsonUrl": "https://worldbrand.ai/brand-wiki/redmi/json", "markdownUrl": "https://worldbrand.ai/brand-wiki/redmi/md", "name": "Redmi", "oneLiner": "Xiaomi’s value-focused consumer technology sub-brand, best known for affordable and mid-range smartphones.", "summary": "Redmi is a consumer-technology brand operated within Xiaomi Corporation and primarily associated with affordable and mid-range smartphones. It began as a Xiaomi product line in 2013, when Xiaomi introduced the first Redmi handset as a way to address the mass-market segment while preserving room for the Xiaomi name to pursue broader and more premium positioning. The Redmi name became especially prominent in China and later in India, Southeast Asia, Europe, the Middle East, and other price-sensitive or fast-growing smartphone markets.\n\nThe brand’s central proposition is value: Redmi devices generally combine competitive specifications, large displays, substantial batteries, capable cameras, and contemporary connectivity with prices below those of many premium manufacturers. Xiaomi’s online-first distribution, large-scale procurement, shared software and engineering resources, and strong e-commerce presence helped Redmi compete aggressively on price. Flash-sale and digital-launch practices associated with Xiaomi also contributed to early awareness and demand, although Redmi subsequently expanded through physical retail and regional distribution networks.\n\nThe Redmi Note family became the brand’s most important product platform. It serves the large mid-range market and has been refreshed through successive generations, with improvements in display technology, camera systems, charging, processors, battery capacity, and 5G connectivity. Other product families address different use cases: the numbered Redmi series generally targets mainstream buyers, the A series emphasizes entry-level affordability, and the K series is positioned toward performance-oriented users in markets where it is sold. Redmi has also been used for selected ecosystem products and accessories, although smartphones remain its defining business.\n\nIn January 2019, Xiaomi formally presented Redmi as an independent brand under the Xiaomi umbrella. The separation allowed Xiaomi and Redmi to communicate more distinct price, design, and performance propositions while continuing to share corporate infrastructure and technology. Redmi remained commercially connected to Xiaomi rather than becoming a separately listed company.\n\nMarketing has emphasized practical performance and durability rather than luxury status. Product launches have used digital advertising, influencer activity, localized communications, interactive experiences, outdoor advertising, and retail materials. Campaigns for the Note series have highlighted everyday usefulness, cameras, displays, battery endurance, fast charging, and physical toughness. The brand’s audience includes students, younger consumers, working households, mobile-first users, and buyers seeking high specifications without flagship pricing.\n\nRedmi remains active as a Xiaomi sub-brand. Its current role is to provide broad-volume smartphones across entry, mainstream, mid-range, and selected performance segments, while supporting Xiaomi’s wider device ecosystem. Exact product availability, naming, specifications, and market positioning vary by country.", "aliases": [ "红米手机", "REDMI", "Hongmi", "Red Rice", "Redmi (小米红米)" ], "entityType": "sub_brand", "l1Slug": "consumer-discretionary", "l1": "Consumer Discretionary", "l2Slug": "consumer-durables", "l2": "Consumer Durables & Apparel", "l3Slug": "household-durables", "l3": "Household Durables", "l4Slug": "smartphones", "l4": "Smartphones", "country": "China", "headquarters": null, "operatingMarkets": [ "China", "India", "Southeast Asia", "Europe", "Middle East", "Latin America", "other international markets", "Africa" ], "foundedYear": 2013, "founder": "Xiaomi Corporation", "website": "https://www.mi.com", "websiteHost": "mi.com", "parentCompany": "Xiaomi Corporation", "owner": "Xiaomi Corporation", "groupOrHouse": "Xiaomi Corporation", "listedStatus": "public_company_brand", "ticker": null, "status": "unknown", "enrichmentStatus": "rich_ok", "typicalProducts": [ "Smartphones", "Tablets", "Smartphone accessories", "Selected consumer electronics and ecosystem products", "Smart televisions", "Notebook computers", "Computer monitors", "Wireless earbuds and audio devices", "Smartwatches and fitness wearables", "Power banks and charging accessories", "Wi-Fi routers", "Other smart-home and connected devices" ], "flagshipOfferings": [ "Redmi Note series", "Redmi K series", "Redmi numbered series", "Redmi A series", "Redmi K series smartphones", "Redmi Note series smartphones", "Redmi series entry-level smartphones", "Redmi Pad tablets", "Redmi Smart TV products" ], "positioning": "Value-focused consumer technology with an emphasis on high specifications, practical performance, durability, and accessible pricing.", "sameAs": [ "https://www.mi.com" ], "claimStatus": "unverified", "wikiVerified": false, "updatedAt": "2026-10-14T19:43:51.103Z", "generatedAt": "2026-10-09T13:42:07.830Z", "executives": [ { "name": "Lu Weibing", "title": "Former Redmi General Manager; Xiaomi executive overseeing smartphone operations", "isCurrent": true, "startYear": 2019, "endYear": null }, { "name": "Lei Jun", "title": "Founder, Chairman and Chief Executive Officer of Xiaomi Corporation", "isCurrent": true, "startYear": 2010, "endYear": null }, { "name": "Lin Bin", "title": "Co-founder and Vice Chairman of Xiaomi Corporation", "isCurrent": true, "startYear": 2010, "endYear": null }, { "name": "William Lu", "title": "General Manager of Redmi", "isCurrent": true, "startYear": null, "endYear": null }, { "name": "Wang Teng", "title": "Former Redmi General Manager and Redmi marketing executive", "isCurrent": false, "startYear": 2024, "endYear": 2025 } ], "news": [ { "headline": "Limited-time REDMI K100 offer starts at RMB 2,999", "year": 2026, "eventDate": "2026-10-27", "datePrecision": "day", "publishedAt": "2026-10-27", "publishedDatePrecision": "day", "summary": "The REDMI K100 was offered at a limited-time effective price starting at RMB 2,999.", "tags": [], "isScandal": false, "sourceUrl": "https://tech.ifeng.com/c/8xZNOamOesF" }, { "headline": "REDMI offers the A27U Type-C 2027 monitor at a promotional price", "year": 2026, "eventDate": "2026-10-25", "datePrecision": "day", "publishedAt": "2026-10-27", "publishedDatePrecision": "day", "summary": "The REDMI A27U Type-C 2027 monitor was offered at a promotional purchase price of 1,699 yuan during an offer running from October 25 through November 3; the article also says buyers could receive 12 interest-free installments and an additional two-year extended warranty.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/tech/roll/2026-10-27/doc-iniwsmww0329401.shtml" }, { "headline": "Redmi launches G27Q 240Hz gaming monitor", "year": 2026, "eventDate": "2026-10-16", "datePrecision": "day", "publishedAt": "2026-10-17", "publishedDatePrecision": "day", "summary": "Redmi launched the G27Q 240Hz 2026 Standard Edition gaming monitor in the Chinese market on October 16, 2026.", "tags": [], "isScandal": false, "sourceUrl": "https://n.yam.com/Article/20261017102651" }, { "headline": "REDMI launches refreshed REDMI Note 17 Pro with new colors and 6GB+256GB variant", "year": 2026, "eventDate": "2026-10-13", "datePrecision": "day", "publishedAt": "2026-10-13", "publishedDatePrecision": "day", "summary": "On October 13, 2026, REDMI officially released the refreshed REDMI Note 17 Pro in China, priced from 1,599 yuan. Compared with the standard model, the refreshed version keeps the core hardware (Snapdragon 6s Gen 4, 9000mAh battery, 67W charging, 50MP main camera) unchanged and adds two new color options (sand orange and energy green) plus a new 6GB+256GB storage variant alongside 8GB+128GB and 8GB+256GB versions.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/tech/roll/2026-10-13/doc-iniuzzhf4984747.shtml" }, { "headline": "REDMI launches refreshed edition of REDMI Note 17 Pro", "year": 2026, "eventDate": "2026-10-13", "datePrecision": "day", "publishedAt": "2026-10-13", "publishedDatePrecision": "day", "summary": "On October 13, 2026, REDMI launched a refreshed edition of the REDMI Note 17 Pro with a starting price of 1,599 yuan and a 200-yuan first-sale discount bringing the price to 1,399 yuan. The refreshed edition does not upgrade core hardware; it adjusts body colors, adding Flowing Sand Orange and Vitality Green, and offers three storage tiers: 6GB+256GB, 8GB+128GB and 8GB+256GB.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/tech/digi/2026-10-13/doc-iniuzzhk0463840.shtml" }, { "headline": "Redmi launches A27U 27-inch 4K monitor priced at 1,199 yuan", "year": null, "eventDate": null, "datePrecision": "unknown", "publishedAt": "2026-10-12", "publishedDatePrecision": "day", "summary": "Xiaomi's Redmi launched the new A27U 2027 monitor, a 27-inch IPS display with 3840x2160 4K resolution, 10-bit color depth, 178-degree wide viewing angles and a narrow three-sided bezel design, priced at 1,199 yuan.", "tags": [], "isScandal": false, "sourceUrl": "https://news.zol.com.cn/1259/12594913.html" }, { "headline": "Xiaomi launches REDMI Note 17 Pro Max 5G in Japan", "year": 2026, "eventDate": "2026-08-27", "datePrecision": "day", "publishedAt": "2026-08-27", "publishedDatePrecision": "day", "summary": "Xiaomi officially launched the REDMI Note 17 Pro Max 5G in the Japanese market, featuring a 10,000mAh battery, with an early-bird price starting at 69,980 yen available until October 14.", "tags": [], "isScandal": false, "sourceUrl": "https://www.163.com/dy/article/L5BLMEER0511B8LM.html" }, { "headline": "Xiaomi launches REDMI 17C 5G in Singapore", "year": 2026, "eventDate": "2026-08-26", "datePrecision": "day", "publishedAt": "2026-08-26", "publishedDatePrecision": "day", "summary": "Xiaomi officially launched the REDMI 17C 5G in Singapore, a 5G entry-level model starting at 279 Singapore dollars, featuring a 6.9-inch 120Hz LCD display, MediaTek Dimensity 6300 chip, 6000mAh battery and HyperOS 3 based on Android 16.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/tech/discovery/2026-08-26/doc-inipqxha2220407.shtml" }, { "headline": "Xiaomi unveils HyperOS 4 with redesigned glass UI and AI features", "year": 2026, "eventDate": "2026-08-13", "datePrecision": "day", "publishedAt": "2026-08-13", "publishedDatePrecision": "day", "summary": "Xiaomi unveiled HyperOS 4, featuring a reworked glass-style user interface, expanded lock screen and folder customization, faster app loading, improved HDR processing and video playback, and AI features powered by its in-house MiMo LLM including Super AI Assistant 2.0 and Inspiration Ball. Public beta testing starts August 14, with a first batch of devices including Xiaomi 17 series and Redmi K90 series, followed by further batches on August 27 and September 17.", "tags": [], "isScandal": false, "sourceUrl": "https://www.gsmarena.com/xiaomi_unveils_hyperos_4_with_a_new_glass_look_ui_customizations_and_more_ai-news-74161.php" }, { "headline": "Redmi launches new phones, TV and smart band in India", "year": 2022, "eventDate": "2022-02-09", "datePrecision": "day", "publishedAt": "2022-02-09", "publishedDatePrecision": "day", "summary": "Xiaomi unveiled the Redmi Note 11 Series and launched the Redmi X43 Smart TV and Smart Band Pro for consumers in India. The article says the phones and other products would go on sale on later dates.", "tags": [], "isScandal": false, "sourceUrl": "https://economictimes.indiatimes.com/magazines/panache/xiaomi-launches-redmi-note-11-redmi-note-11s-redmi-smart-band-pro-in-india-check-out-prices-and-specs/articleshow/89450434.cms" }, { "headline": "Elliptic Labs sensor selected for four Xiaomi Redmi models", "year": 2022, "eventDate": "2022-01-27", "datePrecision": "day", "publishedAt": "2022-01-27", "publishedDatePrecision": "day", "summary": "Elliptic Labs announced that Xiaomi selected its INNER BEAUTY AI Virtual Proximity Sensor for the upcoming global launch of four Redmi Note models: Note 11, Note 11S, Note 11 Pro, and Note 11 Pro 5G.", "tags": [], "isScandal": false, "sourceUrl": "https://www.sharewise.com/us/news_articles/Elliptic_Labs_AI_Virtual_Proximity_Sensor_Launches_on_4_Xiaomi_Redmi_Smartphone_Models_for_Global_M_Elliptic_Laboratories_As_BusinessWireEN_20220127_0819" }, { "headline": "Honor and Redmi phones top China Mobile quality report rankings", "year": 2022, "eventDate": "2022-01-25", "datePrecision": "day", "publishedAt": "2022-01-26", "publishedDatePrecision": "day", "summary": "China Mobile's 2021 second-phase smart hardware quality report ranked Honor Magic3 Pro, Honor 60 Pro, and Redmi Note11 Pro first in their respective 5G phone price bands.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/tech/2022-01-26/doc-ikyamrmz7587516.shtml" }, { "headline": "Xiaomi fined over false advertising in China", "year": null, "eventDate": null, "datePrecision": "unknown", "publishedAt": "2021-12-25", "publishedDatePrecision": "day", "summary": "China's market supervision department fined Xiaomi 20,000 yuan for violating the Advertising Law. The reported false advertisement for the Redmi K30 5G incorrectly claimed that the phone had a Samsung AMOLED display, while it had an LCD panel.", "tags": [], "isScandal": true, "sourceUrl": "https://www.ibtimes.co.in/xiaomi-fined-over-3k-false-ad-china-844064" }, { "headline": "Xiaomi Redmi Note 11 4G receives certification approvals", "year": null, "eventDate": null, "datePrecision": "unknown", "publishedAt": "2021-12-20", "publishedDatePrecision": "day", "summary": "Xiaomi received approvals from authorities in Singapore and the Eurasian Economic Area for a Redmi Note 11 4G device intended for global sales.", "tags": [], "isScandal": false, "sourceUrl": "https://news.webindia123.com/news/articles/India/20211220/3877521.html" }, { "headline": "Xiaomi announces pauses to beta testing for selected models", "year": null, "eventDate": null, "datePrecision": "unknown", "publishedAt": null, "publishedDatePrecision": "unknown", "summary": "Xiaomi said that, due to the Android major-version upgrade, internal beta releases for selected Xiaomi and Redmi models would be paused starting on November 8, 2021.", "tags": [], "isScandal": false, "sourceUrl": "https://www.itbear.com.cn/html/2021-11/418501.html" }, { "headline": "Elliptic Labs launches virtual proximity sensor on Redmi Note 11 phones", "year": 2021, "eventDate": "2021-10-29", "datePrecision": "day", "publishedAt": "2021-10-29", "publishedDatePrecision": "day", "summary": "Elliptic Labs launched its AI Virtual Proximity Sensor INNER BEAUTY on Xiaomi's Redmi Note 11 and Note 11 Pro smartphones, which are powered by MediaTek chipsets.", "tags": [], "isScandal": false, "sourceUrl": "https://www.sharewise.com/us/news_articles/Elliptic_Labs_Launches_AI_Virtual_Proximity_Sensor_on_High_Volume_Redmi_Note_11_and_Note_11_Pro_Smar_Elliptic_Laboratories_As_BusinessWireEN_20211029_0730" }, { "headline": "Redmi unveils Note 11 series and new wearables", "year": 2021, "eventDate": "2021-10-28", "datePrecision": "day", "publishedAt": "2021-10-28", "publishedDatePrecision": "day", "summary": "Redmi held a product launch and introduced three Note 11 phones, a YIBO DESIGN limited edition, Redmi Watch 2, and Redmi Buds 3 Youth Edition.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/tech/2021-10-28/doc-iktzscyy2345879.shtml" }, { "headline": "Redmi 9A receives age-friendly certification", "year": 2021, "eventDate": "2021-10-14", "datePrecision": "day", "publishedAt": "2021-10-14", "publishedDatePrecision": "day", "summary": "Xiaomi announced that the Redmi 9A series, running MIUI 12.5, had received an age-friendly certification from the Tellabs Certification Center.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/tech/2021-10-14/doc-iktzscyx9630779.shtml" }, { "headline": "Xiaomi announces Mi Flagship Days sale", "year": 2021, "eventDate": "2021-08-25", "datePrecision": "day", "publishedAt": "2021-08-25", "publishedDatePrecision": "day", "summary": "Xiaomi India announced Mi Flagship Days, a sale offering deals and discounts across Mi and Redmi products through Mi.com and the Mi Store App from August 25 to August 27, 2021.", "tags": [], "isScandal": false, "sourceUrl": "https://www.indiatvnews.com/technology/news-xiaomi-announces-mi-flagship-days-sale-dates-offers-728972" }, { "headline": "Xiaomi introduces Cosmic Purple Redmi Note 10S variant", "year": 2021, "eventDate": "2021-08-18", "datePrecision": "day", "publishedAt": "2021-08-18", "publishedDatePrecision": "day", "summary": "Xiaomi introduced a Cosmic Purple colour variant of the Redmi Note 10S in India.", "tags": [], "isScandal": false, "sourceUrl": "https://www.indiatoday.in/technology/news/story/xiaomi-introduces-new-cosmic-purple-colour-variant-of-redmi-note-10s-priced-at-rs-14-999-1842269-2021-08-18" }, { "headline": "Redmi launches Note 10 series phones and AirDots 3 Pro", "year": 2021, "eventDate": "2021-05-26", "datePrecision": "day", "publishedAt": null, "publishedDatePrecision": "unknown", "summary": "Redmi introduced the Note 10 Pro, Note 10 5G, and AirDots 3 Pro at a launch event. The article says the products were scheduled to go on sale on later dates.", "tags": [], "isScandal": false, "sourceUrl": "https://www.donews.com/news/detail/5/3152565.html" }, { "headline": "Redmi previews an upcoming gaming phone", "year": null, "eventDate": null, "datePrecision": "unknown", "publishedAt": null, "publishedDatePrecision": "unknown", "summary": "Redmi general manager Lu Weibing previewed that a Redmi gaming phone would be released soon; the source does not establish that the phone has launched.", "tags": [], "isScandal": false, "sourceUrl": "https://digi.hsw.cn/system/2021/0412/145086.shtml" }, { "headline": "Xiaomi launches Redmi Note 10 series in Nigeria", "year": null, "eventDate": null, "datePrecision": "unknown", "publishedAt": null, "publishedDatePrecision": "unknown", "summary": "Xiaomi announced the launch of the Redmi Note 10 series in the Nigerian market; the phones launched in Lagos, and the article says the devices were already available for sale.", "tags": [], "isScandal": false, "sourceUrl": "https://www.thisdaylive.com/2021/04/08/xiaomis-redmi-note-10-series-enters-nigeria-market/" }, { "headline": "Xiaomi launches Redmi 9T in Taiwan", "year": 2021, "eventDate": "2021-02-22", "datePrecision": "day", "publishedAt": "2021-02-22", "publishedDatePrecision": "day", "summary": "Xiaomi Taiwan launched the Redmi 9T in Taiwan, with prices starting at NT$4,699.", "tags": [], "isScandal": false, "sourceUrl": "https://www.setn.com/news/900475" }, { "headline": "Xiaomi announces Taiwan launch of Redmi Note 9T 5G and Redmi 9T", "year": 2021, "eventDate": "2021-01-25", "datePrecision": "day", "publishedAt": "2021-01-25", "publishedDatePrecision": "day", "summary": "Xiaomi announced the Taiwan launch of the Redmi Note 9T 5G and Redmi 9T. The article states that the Redmi Note 9T models would begin arriving at listed retailers from February 1, while Redmi 9T models were scheduled to go on sale in February.", "tags": [], "isScandal": false, "sourceUrl": "https://www.chinatimes.com/realtimenews/20210125003813-260412" }, { "headline": "Himalaya and Redmi launch co-branded Xiaoai Speaker Play", "year": 2020, "eventDate": "2020-12-29", "datePrecision": "day", "publishedAt": "2020-12-29", "publishedDatePrecision": "day", "summary": "A co-branded Himalaya and Redmi Xiaoai Speaker Play went online alongside the strategic partnership announcement.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/tech/2020-12-29/doc-iiznctke9191608.shtml" }, { "headline": "Redmi announces 256GB Note 9 4G variant", "year": 2020, "eventDate": "2020-12-21", "datePrecision": "day", "publishedAt": "2020-12-21", "publishedDatePrecision": "day", "summary": "Redmi announced an 8GB+256GB version of the Redmi Note 9 4G, priced at 1,499 yuan and scheduled to go on sale at 10 a.m. on December 22.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/tech/2020-12-21/doc-iiznezxs8138140.shtml" }, { "headline": "Xiaomi TV products and technology win three AVF innovation awards", "year": 2020, "eventDate": "2020-11-26", "datePrecision": "day", "publishedAt": "2020-11-30", "publishedDatePrecision": "day", "summary": "At the 2020 China Audio and Video Industry Conference awards, Xiaomi Transparent TV, Redmi Smart TV MAX 98-inch, and Xiaomi Miaoxiang received technology innovation, product innovation, and application innovation awards, respectively.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/tech/2020-11-30/doc-iiznctke4024191.shtml" }, { "headline": "Redmi confirms K30 Pro discontinuation", "year": 2020, "eventDate": "2020-11-09", "datePrecision": "day", "publishedAt": "2020-11-09", "publishedDatePrecision": "day", "summary": "Redmi confirmed that its K30 Pro smartphone is being discontinued less than a year after its launch. The source does not state a reason for the discontinuation.", "tags": [], "isScandal": false, "sourceUrl": "https://propakistani.pk/2020/11/09/redmi-discontinues-k30-pro-to-prepare-for-its-successor/" }, { "headline": "Mi India launches Mi Smart Upgrade buyback scheme", "year": 2020, "eventDate": "2020-11-05", "datePrecision": "day", "publishedAt": "2020-11-05", "publishedDatePrecision": "day", "summary": "Mi India announced the Mi Smart Upgrade buyback scheme for Redmi and Mi devices. The scheme allows users to encash their device from three to 15 months after purchase, with the exchange value ranging from 40% to 70% of the phone's suggested retail price.", "tags": [], "isScandal": false, "sourceUrl": "https://themobileindian.com/news/mi-india-launches-upgrade-a-buyback-scheme-on-smartphones-33848" }, { "headline": "Mi announces Mi Smart Upgrade buyback scheme", "year": 2020, "eventDate": "2020-11-05", "datePrecision": "day", "publishedAt": "2020-11-05", "publishedDatePrecision": "day", "summary": "Mi announced Mi Smart Upgrade, a buyback scheme for Redmi and Mi devices. It is available as an add-on with phone purchases at Mi Authorised Retail outlets.", "tags": [], "isScandal": false, "sourceUrl": "https://www.thehindubusinessline.com/info-tech/mi-india-launches-buyback-scheme-for-redmi-mi-devices/article33030868.ece" }, { "headline": "Redmi Smart TV A65 goes on sale in China", "year": 2020, "eventDate": "2020-10-12", "datePrecision": "day", "publishedAt": "2020-10-12", "publishedDatePrecision": "day", "summary": "Redmi's 65-inch A65 model joined its Smart TV A series and was available for sale in China for $386.", "tags": [], "isScandal": false, "sourceUrl": "https://propakistani.pk/2020/10/12/redmi-launches-a-65-inch-4k-hdr-smart-tv-for-just-386/" }, { "headline": "Redmi launches two audio devices in India", "year": 2020, "eventDate": "2020-10-07", "datePrecision": "day", "publishedAt": "2020-10-07", "publishedDatePrecision": "day", "summary": "Xiaomi’s Mi India announced the launch of the Redmi SonicBass Wireless Earphones and Redmi Earbuds 2C.", "tags": [], "isScandal": false, "sourceUrl": "https://www.thehindubusinessline.com/info-tech/xiaomi-launches-two-new-audio-devices-in-india/article32792798.ece" }, { "headline": "Redmi unveils Earbuds 2C and SonicBass", "year": 2020, "eventDate": "2020-10-07", "datePrecision": "day", "publishedAt": "2020-10-07", "publishedDatePrecision": "day", "summary": "Redmi unveiled the Earbuds 2C and SonicBass neckband earphones. The Earbuds 2C were already available across several sellers for $20, while the SonicBass retail price was set at $18.", "tags": [], "isScandal": false, "sourceUrl": "https://propakistani.pk/2020/10/07/redmi-launches-truly-wireless-and-neckband-earbuds/" }, { "headline": "Redmi announces upcoming K30 Pro Zoom Edition camera update", "year": 2020, "eventDate": "2020-09-15", "datePrecision": "day", "publishedAt": "2020-09-15", "publishedDatePrecision": "day", "summary": "Redmi announced an upcoming camera software update for the K30 Pro Zoom Edition. The update was described as including a DXOMARK camera version and additional camera features and filters.", "tags": [], "isScandal": false, "sourceUrl": "https://tech.sina.com.cn/roll/2020-09-15/doc-iivhuipp4493897.shtml" }, { "headline": "Redmi launches SonicBass Wireless Earphones in Nepal", "year": 2020, "eventDate": "2020-09-08", "datePrecision": "day", "publishedAt": "2020-09-08", "publishedDatePrecision": "day", "summary": "Redmi launched its SonicBass Wireless Earphones in Nepal. The product was reported to go on sale there two days later.", "tags": [], "isScandal": false, "sourceUrl": "https://www.notebookcheck.net/Redmi-launches-its-SonicBass-Wireless-Earphones-in-Nepal.492506.0.html" }, { "headline": "Xiaomi announces Redmi Smart Band launch in India", "year": 2020, "eventDate": "2020-09-08", "datePrecision": "day", "publishedAt": "2020-09-08", "publishedDatePrecision": "day", "summary": "Mi India announced the launch of the Redmi Smart Band in India. The band was scheduled to go on sale from September 9 through mi.com, Amazon India, Mi Homes and Mi Studios.", "tags": [], "isScandal": false, "sourceUrl": "https://www.thehindubusinessline.com/info-tech/xiaomi-launches-redmi-smart-band-in-india/article32552759.ece" }, { "headline": "RedmiBook Air 13 launch", "year": 2020, "eventDate": "2020-08-14", "datePrecision": "day", "publishedAt": null, "publishedDatePrecision": "unknown", "summary": "Redmi officially launched the RedmiBook Air 13 laptop on August 14, 2020. The article lists configurations and prices and says sales would begin on August 17 for some versions and later for another version.", "tags": [], "isScandal": false, "sourceUrl": "https://www.itbear.com.cn/html/2020-08/385459.html" }, { "headline": "Redmi 9 reaches the UK market", "year": null, "eventDate": null, "datePrecision": "unknown", "publishedAt": "2020-08-13", "publishedDatePrecision": "day", "summary": "The Redmi 9 reached the UK market and was set to sell for £159; the article also notes an introductory £149 offer through Mi.com until 23 August.", "tags": [], "isScandal": false, "sourceUrl": "https://www.pocket-lint.com/phones/news/xiaomi/153337-redmi-9-uk-affordable-phone/" }, { "headline": "Redmi unveils Intel-powered RedmiBook 16 lineup", "year": 2020, "eventDate": "2020-07-08", "datePrecision": "day", "publishedAt": "2020-07-08", "publishedDatePrecision": "day", "summary": "Redmi unveiled Intel versions of the RedmiBook 16 laptops, featuring 10th-generation Core i5 and i7 processors; the laptops were set to arrive in China soon.", "tags": [], "isScandal": false, "sourceUrl": "https://propakistani.pk/2020/07/08/xiaomi-launches-redmibook-16-laptop-with-10th-gen-intel-processors/" }, { "headline": "Redmi announces the China version of Redmi 9", "year": 2020, "eventDate": "2020-06-22", "datePrecision": "day", "publishedAt": "2020-06-22", "publishedDatePrecision": "day", "summary": "Redmi announced the China version of Redmi 9 and said it would open for presales on June 24 at 10:00; the presale was a future plan at the time of the report.", "tags": [], "isScandal": false, "sourceUrl": "https://news.zol.com.cn/746/7468776.html" }, { "headline": "Xiaomi reduces prices on 5G phones for 618 promotion", "year": 2020, "eventDate": "2020-06-15", "datePrecision": "day", "publishedAt": "2020-06-15", "publishedDatePrecision": "day", "summary": "During the 618 promotion, Xiaomi reduced prices on its 5G phones. The article identifies several discounted Redmi models, including the Redmi K30i, which it lists at 1,499 yuan.", "tags": [], "isScandal": false, "sourceUrl": "https://tech.sina.com.cn/roll/2020-06-15/doc-iirczymk7148676.shtml" }, { "headline": "Xiaomi launches Poco F2 Pro and Redmi 9 in the Philippines", "year": 2020, "eventDate": "2020-06-15", "datePrecision": "day", "publishedAt": "2020-06-15", "publishedDatePrecision": "day", "summary": "Xiaomi launched the Poco F2 Pro and Redmi 9 smartphones in the Philippines.", "tags": [], "isScandal": false, "sourceUrl": "https://www.ungeek.ph/2020/06/xiaomi-launches-the-poco-f2-pro-and-redmi-9-in-the-philippines/" }, { "headline": "Redmi K30 Pro limited-time promotion announced", "year": 2020, "eventDate": "2020-05-30", "datePrecision": "day", "publishedAt": "2020-05-30", "publishedDatePrecision": "day", "summary": "Redmi announced a limited-time promotion for the Redmi K30 Pro, offering a discount of up to 400 yuan and 24-month interest-free installments from June 1 to June 3.", "tags": [], "isScandal": false, "sourceUrl": "https://tech.sina.com.cn/roll/2020-05-30/doc-iirczymk4333109.shtml" }, { "headline": "Redmi 10X launch", "year": null, "eventDate": null, "datePrecision": "unknown", "publishedAt": "2020-05-29", "publishedDatePrecision": "day", "summary": "Xiaomi recently launched the Redmi 10X, a lower-priced 5G smartphone starting at RMB 1,599.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/stock/relnews/hk/2020-05-29/doc-iirczymk4161268.shtml" }, { "headline": "Redmi announces limited-time K30 Pro discounts", "year": 2020, "eventDate": "2020-05-29", "datePrecision": "day", "publishedAt": "2020-05-29", "publishedDatePrecision": "day", "summary": "Redmi announced limited-time discounts of up to 400 yuan on the Redmi K30 Pro, available June 1–3.", "tags": [], "isScandal": false, "sourceUrl": "https://tech.sina.com.cn/roll/2020-05-29/doc-iircuyvi5624146.shtml" }, { "headline": "Redmi launches 10X phones and X-series devices", "year": 2020, "eventDate": "2020-05-26", "datePrecision": "day", "publishedAt": "2020-05-26", "publishedDatePrecision": "day", "summary": "Redmi launched three Redmi 10X-series phones, X-series smart TVs, and a RedmiBook laptop. The article reports that the Redmi 10X lowers the 5G phone price threshold to 1,500 yuan.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/stock/relnews/hk/2020-05-26/doc-iircuyvi5140697.shtml" }, { "headline": "Redmi launches 10X phones and X-series products", "year": 2020, "eventDate": "2020-05-26", "datePrecision": "day", "publishedAt": null, "publishedDatePrecision": "unknown", "summary": "Redmi launched the Redmi 10X, Redmi 10X Pro and Redmi 10X 4G phones, along with Redmi X-series smart TVs and a RedmiBook Ryzen Edition laptop.", "tags": [], "isScandal": false, "sourceUrl": "https://news.cnstock.com/news,bwkx-202005-4539267.htm" }, { "headline": "JD.com, Redmi and Qualcomm launch Redmi K30 5G Speed Edition", "year": 2020, "eventDate": "2020-05-11", "datePrecision": "day", "publishedAt": "2020-05-11", "publishedDatePrecision": "day", "summary": "JD.com, Redmi and Qualcomm jointly launched the Redmi K30 5G Speed Edition, a customized 5G phone based on the Redmi K30 with an upgraded processor. The phone was announced to go on sale exclusively on JD.com on May 14.", "tags": [], "isScandal": false, "sourceUrl": "https://tech.sina.com.cn/mobile/n/n/2020-05-11/doc-iircuyvi2512654.shtml" }, { "headline": "Redmi launched the K30 5G Extreme Edition", "year": 2020, "eventDate": "2020-05-11", "datePrecision": "day", "publishedAt": "2020-05-11", "publishedDatePrecision": "day", "summary": "Redmi and JD.com held an online launch event on May 11 and formally launched the Redmi K30 5G Extreme Edition, with a starting price of RMB 1,999.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/stock/relnews/us/2020-05-11/doc-iircuyvi2522825.shtml" }, { "headline": "Redmi launches its first smart wearable", "year": null, "eventDate": null, "datePrecision": "unknown", "publishedAt": "2020-04-07", "publishedDatePrecision": "day", "summary": "Xiaomi launched the Redmi Band, the first smart wearable product under the Redmi brand. It features a 1.08-inch color display and offers functions including exercise and health monitoring; its crowdfunding price was 95 yuan.", "tags": [], "isScandal": false, "sourceUrl": "https://tech.sina.com.cn/roll/2020-04-07/doc-iimxyqwa5523428.shtml" }, { "headline": "Redmi announces sale date for 8-inch XiaoAi touchscreen speaker", "year": 2020, "eventDate": "2020-04-04", "datePrecision": "day", "publishedAt": "2020-04-03", "publishedDatePrecision": "day", "summary": "Redmi announced that the 8-inch XiaoAi touchscreen speaker would go on sale at 10:00 on April 9, 2020. The article also reports that presales had recently begun.", "tags": [], "isScandal": false, "sourceUrl": "https://tv.zol.com.cn/741/7412529.html" }, { "headline": "BYD DiLink and Redmi launch an NFC phone car key", "year": null, "eventDate": null, "datePrecision": "unknown", "publishedAt": null, "publishedDatePrecision": "unknown", "summary": "BYD DiLink and Xiaomi's Redmi brand jointly launched a phone-based NFC car key, first fitted to the BYD Song Pro; the feature lets users unlock the car with a Redmi K30 Pro.", "tags": [], "isScandal": false, "sourceUrl": "https://www.rfidworld.com.cn/news/2020_03_4d4a6ea92e08297f.html" }, { "headline": "Redmi smart speaker and Mi compact projector unveiled", "year": 2020, "eventDate": "2020-03-25", "datePrecision": "day", "publishedAt": "2020-03-25", "publishedDatePrecision": "day", "summary": "Redmi unveiled the Redmi Touch Screen Speaker 8, and a Mi Smart Compact Projector was unveiled in Malaysia alongside the Redmi K30 Pro launch.", "tags": [], "isScandal": false, "sourceUrl": "https://www.indiatoday.in/technology/news/story/xiaomi-launches-redmi-smart-speaker-mi-smart-projector-along-with-redmi-k30-pro-1659514-2020-03-25" }, { "headline": "Redmi launches 98-inch MAX television", "year": 2020, "eventDate": "2020-03-24", "datePrecision": "day", "publishedAt": "2020-03-24", "publishedDatePrecision": "day", "summary": "Redmi formally launched its 98-inch MAX television on March 24, 2020. The television was priced at 19,999 yuan and was scheduled to go on sale through Xiaomi Mall and Xiaomi Home on April 9.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/stock/relnews/hk/2020-03-24/doc-iimxyqwa2954897.shtml" }, { "headline": "Redmi named exclusive phone partner for Fast & Furious 9 in China", "year": 2020, "eventDate": "2020-03-18", "datePrecision": "day", "publishedAt": "2020-03-18", "publishedDatePrecision": "day", "summary": "Redmi announced that the Redmi brand and Redmi K30 Pro became the exclusive phone partner for Fast & Furious 9 in China.", "tags": [], "isScandal": false, "sourceUrl": "https://tech.sina.com.cn/roll/2020-03-18/doc-iimxyqwa1347342.shtml" }, { "headline": "Redmi Note 9 Pro and Redmi Note 9 Pro Max launched in India", "year": 2020, "eventDate": "2020-03-12", "datePrecision": "day", "publishedAt": null, "publishedDatePrecision": "unknown", "summary": "Xiaomi launched the Redmi Note 9 Pro and Redmi Note 9 Pro Max in India on March 12. The article reports their specifications and prices.", "tags": [], "isScandal": false, "sourceUrl": "https://zhongce.sina.com.cn/article/view/38910" }, { "headline": "Redmi K30 5G 6GB+128GB price reduced by 300 yuan", "year": 2020, "eventDate": "2020-02-28", "datePrecision": "day", "publishedAt": "2020-02-28", "publishedDatePrecision": "day", "summary": "The price of the Redmi K30 5G 6GB+128GB version was reduced by 300 yuan on a third-party e-commerce platform, bringing its price to 1,999 yuan.", "tags": [], "isScandal": false, "sourceUrl": "https://tech.sina.com.cn/roll/2020-02-28/doc-iimxxstf5142133.shtml" }, { "headline": "Redmi announces K30 Pro launch for March", "year": 2020, "eventDate": "2020-02-25", "datePrecision": "day", "publishedAt": "2020-02-25", "publishedDatePrecision": "day", "summary": "Redmi announced that the Redmi K30 Pro smartphone would launch in March; the article reports the planned release, not a completed launch.", "tags": [], "isScandal": false, "sourceUrl": "https://tech.sina.com.cn/roll/2020-02-25/doc-iimxyqvz5626414.shtml" }, { "headline": "Redmi announced an 8GB+256GB variant of the K30 5G", "year": 2020, "eventDate": "2020-02-21", "datePrecision": "day", "publishedAt": "2020-02-21", "publishedDatePrecision": "day", "summary": "Redmi announced an 8GB+256GB storage variant of the K30 5G, priced at 2,899 yuan, with first sales scheduled to begin on February 24 at 10 a.m.", "tags": [], "isScandal": false, "sourceUrl": "https://tech.sina.com.cn/roll/2020-02-21/doc-iimxxstf3211327.shtml" }, { "headline": "Xiaomi offers a discount on Redmi K20 series phones in India", "year": 2020, "eventDate": "2020-01-14", "datePrecision": "day", "publishedAt": null, "publishedDatePrecision": "unknown", "summary": "Xiaomi offered customers a flat Rs 2,000 discount on the Redmi K20 and K20 Pro when purchasing the handsets with SBI credit cards. The offer was available through Amazon, Flipkart and Mi.com and was set to end on January 17.", "tags": [], "isScandal": false, "sourceUrl": "https://www.moneycontrol.com/news/trends/xiaomi-offers-redmi-k20-k20-pro-at-never-before-price-redmi-k30-india-launch-imminent-4816901.html" }, { "headline": "Redmi unveils XiaoAI Speaker Play", "year": 2019, "eventDate": "2019-12-10", "datePrecision": "day", "publishedAt": "2019-12-10", "publishedDatePrecision": "day", "summary": "Redmi unveiled the XiaoAI Speaker Play and announced that it would be available in four color schemes when it went on sale on December 12 for $11.", "tags": [], "isScandal": false, "sourceUrl": "https://propakistani.pk/2019/12/10/redmi-unveils-new-wifi-ac-router-11-smart-speaker/" }, { "headline": "Redmi launches its first 5G phone priced below 2,000 yuan", "year": 2019, "eventDate": "2019-12-10", "datePrecision": "day", "publishedAt": "2019-12-11", "publishedDatePrecision": "day", "summary": "Redmi launched its first 5G phone on Dec. 10, with a starting price of 1,999 yuan, bringing the price of a 5G phone below 2,000 yuan.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/roll/2019-12-11/doc-iihnzahi6711423.shtml" }, { "headline": "Redmi launches AC2100 router", "year": 2019, "eventDate": "2019-12-10", "datePrecision": "day", "publishedAt": null, "publishedDatePrecision": "unknown", "summary": "Redmi launched the Redmi Router AC2100 in Beijing on December 10, 2019. The router is priced at 169 yuan; reservations were scheduled to open that afternoon and its first sale was scheduled for December 12.", "tags": [], "isScandal": false, "sourceUrl": "http://www.chinaz.com/mobile/2019/1210/1071844.shtml" }, { "headline": "Redmi K30 announced as first phone to debut Snapdragon 765G", "year": 2019, "eventDate": "2019-12-04", "datePrecision": "day", "publishedAt": "2019-12-03", "publishedDatePrecision": "day", "summary": "Redmi announced that the Redmi K30 is scheduled to be the first phone globally to debut Qualcomm's Snapdragon 765G processor on December 10.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/stock/relnews/us/2019-12-04/doc-iihnzhfz3481465.shtml" }, { "headline": "Redmi AIoT product launches announced", "year": 2019, "eventDate": "2019-12-04", "datePrecision": "day", "publishedAt": "2019-12-04", "publishedDatePrecision": "day", "summary": "Redmi general manager Lu Weibing announced that the December 10 Redmi K30 series event would also unveil three Redmi AIoT products: Redmi Xiaoai Speaker Play, Redmi Router and RedmiBook 13.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/stock/relnews/hk/2019-12-04/doc-iihnzhfz3531328.shtml" }, { "headline": "Redmi K30 5G launch plan announced", "year": 2019, "eventDate": "2019-12-04", "datePrecision": "day", "publishedAt": "2019-12-04", "publishedDatePrecision": "day", "summary": "Xiaomi executive Lu Weibing announced that the Redmi K30 would debut the Snapdragon 765G processor globally on December 10. The article reports that the phone was approaching its formal release.", "tags": [], "isScandal": false, "sourceUrl": "https://finance.sina.com.cn/stock/relnews/us/2019-12-04/doc-iihnzhfz3524007.shtml" }, { "headline": "Redmi announces planned launch of its first 5G phone, Redmi K30", "year": 2019, "eventDate": "2019-11-28", "datePrecision": "day", "publishedAt": "2019-11-28", "publishedDatePrecision": "day", "summary": "Redmi announced that it would launch its first 5G phone, the Redmi K30, on December 10. The article reports the announcement; it does not establish that the phone had already launched.", "tags": [], "isScandal": false, "sourceUrl": "https://tech.sina.com.cn/5g/i/2019-11-28/doc-iihnzhfz2318337.shtml" }, { "headline": "Xiaomi announces planned Redmi K30 launch", "year": 2019, "eventDate": "2019-11-21", "datePrecision": "day", "publishedAt": "2019-11-21", "publishedDatePrecision": "day", "summary": "At the World 5G Conference on November 21, Lei Jun said Xiaomi would launch the Redmi K30 the following month, describing it as the company's first 5G phone supporting both SA and NSA networking modes.", "tags": [], "isScandal": false, "sourceUrl": "https://tech.sina.com.cn/roll/2019-11-21/doc-iihnzhfz0751948.shtml" }, { "headline": "Redmi announces Nebula Purple colorway for Redmi Note 8", "year": 2019, "eventDate": "2019-11-14", "datePrecision": "day", "publishedAt": "2019-11-14", "publishedDatePrecision": "day", "summary": "Redmi officially announced that the Redmi Note 8 would get a Nebula Purple colorway, scheduled to go on sale across channels on November 18 at 10 a.m.", "tags": [], "isScandal": false, "sourceUrl": "https://news.zol.com.cn/732/7323920.html" }, { "headline": "Redmi announces plans for K30 5G phone", "year": 2019, "eventDate": "2019-10-14", "datePrecision": "day", "publishedAt": "2019-10-14", "publishedDatePrecision": "day", "summary": "Redmi announced that it would soon launch the K30, a 5G phone supporting both SA and NSA networking modes; the report described it as the brand's first 5G product.", "tags": [], "isScandal": false, "sourceUrl": "https://tech.sina.com.cn/mobile/n/n/2019-10-15/doc-iicezzrr2261771.shtml" }, { "headline": "Redmi 8 launched in India", "year": 2019, "eventDate": "2019-10-09", "datePrecision": "day", "publishedAt": "2019-10-09", "publishedDatePrecision": "day", "summary": "Redmi 8 was officially launched in India on October 9, 2019. The article reports that it would go on sale starting October 12.", "tags": [], "isScandal": false, "sourceUrl": "https://propakistani.pk/2019/10/09/xiaomi-launches-redmi-8-with-5000-mah-battery-for-112/" }, { "headline": "Redmi 8A launched in India", "year": 2019, "eventDate": "2019-09-25", "datePrecision": "day", "publishedAt": "2019-09-25", "publishedDatePrecision": "day", "summary": "Redmi introduced the Redmi 8A entry-level smartphone in India, featuring a 5,000 mAh battery and priced from $91. The base model was scheduled to go on sale on September 27.", "tags": [], "isScandal": false, "sourceUrl": "https://propakistani.pk/2019/09/25/redmi-8a-launches-with-a-5000-mah-battery-for-91/" } ], "encyclopedia": { "history": "Redmi originated within Xiaomi as a product line for affordable smartphones. Xiaomi itself was founded in Beijing in 2010 by Lei Jun and associates, initially building its audience through software, online communities, and an online-first consumer-electronics model. The company released its first smartphone in 2011 and sought to combine competitive hardware with comparatively low prices.\n\nOn 31 July 2013, Xiaomi introduced the Redmi name and released the first Redmi phone. The line allowed Xiaomi to compete more directly for entry-level and mass-market customers without using one undifferentiated brand proposition for every price segment. Redmi’s early growth was closely linked to the rapid expansion of smartphones in China and to Xiaomi’s digital sales model. Over time, the line became important outside China, particularly in India and Southeast Asia, where buyers often placed a high priority on specifications and price.\n\nThe Redmi Note family broadened the line from basic affordable handsets into the large mid-range segment. Successive Note generations added larger displays, stronger processors, improved cameras, faster charging, greater battery capacity, and later 5G connectivity. Redmi also developed additional naming tiers, including numbered models for mainstream buyers, A-series products for lower price points, and K-series devices aimed at performance-oriented users in markets where the series is available.\n\nXiaomi’s expansion of retail and offline experience stores complemented online launches and flash-sale activity. Redmi’s distribution consequently developed beyond Xiaomi’s original online emphasis, with operators, electronics retailers, e-commerce platforms, and Xiaomi-branded stores helping the brand reach a wider international audience. Marketing typically focused on feature comparisons, practical benefits, influencer and social-media engagement, and localized launch communications.\n\nIn January 2019, Xiaomi announced the formal independence of the Redmi brand. This was a brand-architecture decision rather than a corporate separation: Redmi received a clearer identity and greater freedom to address value and performance segments, while Xiaomi continued to provide corporate ownership, engineering resources, software, supply-chain capabilities, and distribution support. Xiaomi could use its own name for a wider portfolio and more premium positioning, while Redmi could communicate more directly with mass-market smartphone buyers.\n\nDuring the 2020s, Redmi continued to refresh the Note, K, numbered, and A families and to emphasize 5G, fast charging, display quality, camera capability, battery life, and durability. Regional marketing included interactive digital advertising, launch films with influencers, and large outdoor activations. The brand has also appeared on selected ecosystem devices and accessories, but smartphones remain its principal identity and commercial focus.\n\nRedmi is currently an active Xiaomi sub-brand with international reach. Its role is to cover high-volume price bands across developing and developed markets, offering consumers a specification-led alternative to more expensive flagship brands. Product ranges and brand presentation differ by market, so individual Redmi families should be interpreted in their regional context.", "milestones": [ { "year": 2013, "title": "Redmi product line introduced", "summary": "Xiaomi introduced the Redmi name and released its first Redmi smartphone for the mass market.", "sourceUrl": "https://baike.baidu.com/en/item/Xiaomi%20Corporation/987457" }, { "year": 2019, "title": "Redmi became an independently presented Xiaomi brand", "summary": "Xiaomi formally separated Redmi’s brand identity from Xiaomi while keeping Redmi within the Xiaomi corporate group.", "sourceUrl": "https://baike.baidu.com/en/item/Xiaomi%20Corporation/987457" }, { "year": 2021, "title": "Redmi Note 11 global launch marketing", "summary": "A global advertising project supported the Redmi Note 11 launch with product-focused visual assets and retail advertising.", "sourceUrl": "https://www.toy-creative.com/portfolio/redmi-note-11-launch-advertising-campaign/" }, { "year": 2022, "title": "Redmi 11 series UAE launch campaign", "summary": "The UAE campaign “Rise To The Challenge” used influencer-led films to support the launch of the Redmi 11 series.", "sourceUrl": "https://www.adsoftheworld.com/campaigns/rise-to-the-challenge-with-xiaomi" }, { "year": 2024, "title": "Redmi Note 14 5G outdoor durability activation", "summary": "Xiaomi India staged CGI and live-action outdoor advertising in New Delhi, Bengaluru, Mumbai, and Hyderabad to promote the device’s durability.", "sourceUrl": "https://www.medianews4u.com/xiaomi-takes-outdoor-advertising-to-new-heights-with-cgi-enabled-billboard-campaign-for-redmi-note-14-5g-series/" } ], "products": [ { "name": "Redmi Note series", "category": "Smartphones", "description": "Redmi’s principal mid-range smartphone family. Note models typically seek to bring features associated with more expensive phones—large or high-refresh-rate displays, multi-camera systems, strong batteries, fast charging, capable processors, and 5G in newer generations—to a broader price-conscious audience. The family is sold in multiple configurations and regional variants, so specifications and availability differ by market.", "launchedYear": 2014, "status": "active" }, { "name": "Redmi K series", "category": "Performance smartphones", "description": "A performance-oriented Redmi smartphone family offered in selected markets. K-series devices generally prioritize processing power, gaming capability, fast displays, high-speed charging, and other specifications intended to appeal to enthusiasts who want near-flagship performance at a lower price than many premium phones.", "launchedYear": 2019, "status": "active" }, { "name": "Redmi numbered series", "category": "Mainstream smartphones", "description": "The numbered Redmi range serves mainstream smartphone buyers. Models are designed around a balance of affordability, everyday performance, battery life, camera functionality, and modern connectivity. The exact hierarchy and naming conventions vary across China and international markets.", "launchedYear": 2013, "status": "active" }, { "name": "Redmi A series", "category": "Entry-level smartphones", "description": "The A series addresses entry-level users seeking an inexpensive smartphone for communications, media, social applications, and basic photography. It generally occupies a lower price tier than the Note and K families, with product choices shaped by local market requirements.", "launchedYear": null, "status": "active" }, { "name": "Redmi ecosystem products and accessories", "category": "Consumer electronics", "description": "Redmi branding has also been applied to selected accessories and consumer-electronics products associated with Xiaomi’s broader ecosystem. These may include audio, wearable, charging, and other device categories, but the exact portfolio is market-dependent and smartphones remain the brand’s best-known offering.", "launchedYear": null, "status": "active" } ], "campaigns": [ { "year": 2021, "name": "Redmi Note 11 Launch Advertising Campaign", "markets": [ "Global" ], "summary": "Toy Creative developed launch visuals, print materials, banners, pavement signs, and related advertising assets for the Redmi Note 11. The creative direction used bold imagery and dynamic layouts to communicate the phone’s design, features, and everyday performance while remaining consistent with Xiaomi’s wider visual language.", "outcome": null, "sourceUrl": "https://www.toy-creative.com/portfolio/redmi-note-11-launch-advertising-campaign/" }, { "year": 2022, "name": "Rise To The Challenge with Xiaomi", "markets": [ "United Arab Emirates" ], "summary": "For the Redmi 11 series launch, Xiaomi and Broomstick Creative produced a series of films led by UAE influencer Khalid Al Ameri. The campaign presented people overcoming different challenges and connected that narrative to the product launch.", "outcome": null, "sourceUrl": "https://www.adsoftheworld.com/campaigns/rise-to-the-challenge-with-xiaomi" }, { "year": 2024, "name": "Redmi Note 14 5G CGI-enabled durability billboards", "markets": [ "India" ], "summary": "Xiaomi India combined CGI and live action in outdoor advertising at prominent locations in Delhi, Bengaluru, Mumbai, and Hyderabad. The execution dramatized a Redmi Note 14 5G phone emerging from a billboard, falling, and being exposed to an apparent vehicle impact to emphasize toughness.", "outcome": "The campaign generated offline attention and online discussion, according to campaign coverage.", "sourceUrl": "https://www.mediainfoline.com/ooh/xiaomi-takes-a-creative-plunge-into-outdoor-campaigns-showcases-extreme-durability-of-redmi-note-14-5g" }, { "year": null, "name": "Redmi Note 12 interactive digital campaign", "markets": [ "Multiple markets" ], "summary": "Xiaomi and Eskimi used interactive digital creative formats to highlight the Redmi Note 12 display, camera, and battery. The campaign was designed to reach younger and working-age consumers across a broad range of websites and applications.", "outcome": "The campaign provider reported that reach and impressions exceeded its target, without publishing independently verified figures in the supplied material.", "sourceUrl": "https://www.eskimi.com/customers/xiaomi" } ], "scandals": [ { "year": null, "title": "Criticism over small-batch 'flash sales' and sell-out claims", "summary": null, "sourceUrl": "https://en.wikipedia.org/wiki/Redmi", "sourceUrls": [ "https://en.wikipedia.org/wiki/Redmi" ] }, { "year": 2021, "title": "Xiaomi fined over false advertising in China", "summary": "China's market supervision department fined Xiaomi 20,000 yuan for violating the Advertising Law. The reported false advertisement for the Redmi K30 5G incorrectly claimed that the phone had a Samsung AMOLED display, while it had an LCD panel.", "sourceUrl": "https://www.ibtimes.co.in/xiaomi-fined-over-3k-false-ad-china-844064", "sourceUrls": [ "https://www.ibtimes.co.in/xiaomi-fined-over-3k-false-ad-china-844064" ] } ], "decisions": [ { "year": 2019, "type": "strategy", "title": "Formal separation of Redmi brand identity", "context": "Xiaomi had developed Redmi as a high-volume smartphone line, while the Xiaomi name was increasingly used across a broader and more premium portfolio.", "action": "Xiaomi announced Redmi as an independent brand under the Xiaomi umbrella, giving it a clearer market identity without separating ownership or corporate control.", "aftermath": "Redmi continued to focus on value and performance smartphones, while Xiaomi could communicate more distinctly across other price tiers and product categories.", "financials": null, "competitorReactions": [], "sourceUrl": "https://baike.baidu.com/en/item/Xiaomi%20Corporation/987457" } ], "sources": [ { "title": "Xiaomi", "url": "https://en.wikipedia.org/wiki/Xiaomi" }, { "title": "Xiaomi Corporation reference history", "url": "https://baike.baidu.com/en/item/Xiaomi%20Corporation/987457" }, { "title": "Redmi Note 11 Launch Advertising Campaign", "url": "https://www.toy-creative.com/portfolio/redmi-note-11-launch-advertising-campaign/" }, { "title": "Rise To The Challenge with Xiaomi", "url": "https://www.adsoftheworld.com/campaigns/rise-to-the-challenge-with-xiaomi" }, { "title": "Xiaomi India Redmi Note 14 5G outdoor campaign", "url": "https://www.mediainfoline.com/ooh/xiaomi-takes-a-creative-plunge-into-outdoor-campaigns-showcases-extreme-durability-of-redmi-note-14-5g" }, { "title": "Xiaomi Redmi Note 12 campaign case study", "url": "https://www.eskimi.com/customers/xiaomi" }, { "title": "Xiaomi United States | Xiaomi Official Website", "url": "https://www.mi.com/us/" }, { "title": "Xiaomi United States", "url": "https://www.mi.com/us/about/privacy/" }, { "title": "Redmi", "url": "https://en.wikipedia.org/wiki/Redmi" } ], "needsReview": false }, "sources": [ { "title": "Xiaomi", "url": "https://en.wikipedia.org/wiki/Xiaomi" }, { "title": "Xiaomi Corporation reference history", "url": "https://baike.baidu.com/en/item/Xiaomi%20Corporation/987457" }, { "title": "Redmi Note 11 Launch Advertising Campaign", "url": "https://www.toy-creative.com/portfolio/redmi-note-11-launch-advertising-campaign/" }, { "title": "Rise To The Challenge with Xiaomi", "url": "https://www.adsoftheworld.com/campaigns/rise-to-the-challenge-with-xiaomi" }, { "title": "Xiaomi India Redmi Note 14 5G outdoor campaign", "url": "https://www.mediainfoline.com/ooh/xiaomi-takes-a-creative-plunge-into-outdoor-campaigns-showcases-extreme-durability-of-redmi-note-14-5g" }, { "title": "Xiaomi Redmi Note 12 campaign case study", "url": "https://www.eskimi.com/customers/xiaomi" }, { "title": "Xiaomi United States | Xiaomi Official Website", "url": "https://www.mi.com/us/" }, { "title": "Xiaomi United States", "url": "https://www.mi.com/us/about/privacy/" }, { "title": "Redmi", "url": "https://en.wikipedia.org/wiki/Redmi" }, { "title": "Redmi Note 14 5G outdoor durability activation", "url": "https://www.medianews4u.com/xiaomi-takes-outdoor-advertising-to-new-heights-with-cgi-enabled-billboard-campaign-for-redmi-note-14-5g-series/" }, { "title": "Xiaomi fined over false advertising in China", "url": "https://www.ibtimes.co.in/xiaomi-fined-over-3k-false-ad-china-844064" }, { "title": null, "url": "https://tech.ifeng.com/c/8xZNOamOesF" }, { "title": null, "url": "https://finance.sina.com.cn/tech/roll/2026-10-27/doc-iniwsmww0329401.shtml" }, { "title": null, "url": "https://n.yam.com/Article/20261017102651" }, { "title": null, "url": "https://finance.sina.com.cn/tech/roll/2026-10-13/doc-iniuzzhf4984747.shtml" }, { "title": null, "url": "https://finance.sina.com.cn/tech/digi/2026-10-13/doc-iniuzzhk0463840.shtml" }, { "title": null, "url": "https://news.zol.com.cn/1259/12594913.html" }, { "title": null, "url": "https://www.163.com/dy/article/L5BLMEER0511B8LM.html" }, { "title": null, "url": "https://finance.sina.com.cn/tech/discovery/2026-08-26/doc-inipqxha2220407.shtml" }, { "title": null, "url": "https://www.gsmarena.com/xiaomi_unveils_hyperos_4_with_a_new_glass_look_ui_customizations_and_more_ai-news-74161.php" }, { "title": "Redmi launches new phones, TV and smart band in India", "url": "https://economictimes.indiatimes.com/magazines/panache/xiaomi-launches-redmi-note-11-redmi-note-11s-redmi-smart-band-pro-in-india-check-out-prices-and-specs/articleshow/89450434.cms" }, { "title": null, "url": "https://www.sharewise.com/us/news_articles/Elliptic_Labs_AI_Virtual_Proximity_Sensor_Launches_on_4_Xiaomi_Redmi_Smartphone_Models_for_Global_M_Elliptic_Laboratories_As_BusinessWireEN_20220127_0819" }, { "title": null, "url": "https://finance.sina.com.cn/tech/2022-01-26/doc-ikyamrmz7587516.shtml" }, { "title": null, "url": "https://news.webindia123.com/news/articles/India/20211220/3877521.html" }, { "title": null, "url": "https://www.itbear.com.cn/html/2021-11/418501.html" }, { "title": null, "url": "https://www.sharewise.com/us/news_articles/Elliptic_Labs_Launches_AI_Virtual_Proximity_Sensor_on_High_Volume_Redmi_Note_11_and_Note_11_Pro_Smar_Elliptic_Laboratories_As_BusinessWireEN_20211029_0730" }, { "title": null, "url": "https://finance.sina.com.cn/tech/2021-10-28/doc-iktzscyy2345879.shtml" }, { "title": null, "url": "https://finance.sina.com.cn/tech/2021-10-14/doc-iktzscyx9630779.shtml" }, { "title": null, "url": "https://www.indiatvnews.com/technology/news-xiaomi-announces-mi-flagship-days-sale-dates-offers-728972" }, { "title": null, "url": "https://www.indiatoday.in/technology/news/story/xiaomi-introduces-new-cosmic-purple-colour-variant-of-redmi-note-10s-priced-at-rs-14-999-1842269-2021-08-18" }, { 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