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Xiaomi and Leica Brought First Co-Branded Flagship Devices to Market

by Yiwen Wu | Jul 05, 2022

Xiaomi and Leica announced long-term strategic partnership back in May 2022. The partnership is quickly bearing fruits and they launched their first co-branded flagship devices – Mi 12s series - yesterday in China. Xiaomi has moved one step forward to lifting imaging stories for premium line-ups.

Leica was Huawei’s exclusive partner on imaging technology from July 2016 to March 2022. The co-branding strategy was a key driver behind Huawei’s success in imaging story and in premium segments in the past years. Meanwhile, the collaboration has also made Leica a top-recognized mobile imaging brand in smartphone field. In that sense, partnering with Leica is a good win for Xiaomi.

Xiaomi however is not the first one to learn from Huawei’s co-branding strategy. In fact, OPPO and vivo have already established their co-branding partnership with leading camera manufacturers. vivo established the partnership with Zeiss in December 2020, while OPPO / OnePlus started the collaboration with Hasselblad in March 2021. After Xiaomi joining in the camp, the competition among top 3 Chinese vendors (by global shipments in 2021) in imaging are further intensified. We are looking forward to more innovation taking place in the area.

Major Chinese Vendors and Their Imaging Partners

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