Xiaomi launched Mi 9, Mi 9 SE, and Mi 9 Transparent on February 20th, 2019 in Beijing, China. Although Xiaomi increased the price of Mi 9 from predecessor models, we view the price increase is a wise move given the upgraded hardware features.

Mi 9 is clearly eyeing the lucrative female-oriented market. In addition to blue and black color option, Xiaomi introduced a new color called Holographic Illusion Purple, a feminine color targeting to younger female consumers. Meanwhile, Xiaomi announced its newly selected ambassador for Mi 9, Roy Wang, a teenage pop star with a wide number of female fans. To attract Roy’s fan, Xiaomi has created customized UI and a special case.

Xiaomi is eagerly to remove the “cost performance leader” tag. However, it would not happen overnight. Mi9 is just a starter towards the right direction.

Our latest report Will Mi 9 Help Xiaomi to Reach Female Segment? was published. WSS clients could access the full report via this link.