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Xiaomi is Eager for the Brand Uplift

by Yiwen Wu | Sep 27, 2019

Xiaomi introduced Mix Alpha and Mi 9 Pro this week, showcasing its innovation muscle. Mix Alpha is the world second biggest 5G smartphone with a huge 8-inch wraparound display, while Mi 9 Pro is Xiaomi’s latest 5G model that hits market today.

Both devices have generated strong interest from industry and from market, especially the Mix Alpha. Although the device is still in the concept stage, the first batch of working prototypes has already reached 20 Xiaomi offline stores across China. They are demoed in the glass-cage, constantly charging. Mi fans are taking photos and videos for the device with great excitement.

Fairly speaking, neither of these two new models will be volume generator for Xiaomi, given the US$3000 retail price for Mix Alpha and the early stage of 5G development in smartphone market. However, the launch is an important step for Xiaomi to uplift its brand by showcasing its tech advancement and capability. This will be critical for Xiaomi, as the vendor tries very hard to expand its presence in the price tier above USD300 (wholesale). This is the right track for Xiaomi to lift up portfolio and profitability.

Xiaomi Alpha - photo

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