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Xiaomi Youpin · A Glimpse into the Future

Xiaomi Youpin · A Glimpse into the Future

About the company


  • Name: Xiaomi Corporation
  • Country / Territory: China
  • IP right(s): Trademarks
  • Date of publication: October 18, 2021
  • Last update: October 20, 2021

Xiaomi Corporation: Promoting a better life through innovative technology

Founded in April 2010, Xiaomi Corporation is an Internet company producing smartphones and AIoT (Artificial Intelligence of Things) devices, such as connected devices in households like robot vacuum cleaners, and wearables like smart watches. Xiaomi's mission is to manufacture top quality products with fair prices and to support customers worldwide to enjoy a better life through innovative technology.

Ten years after its inception, and following its original mission statement, Xiaomi Corporation has developed into a top-class technology company in China and a global technology leader. In 2019, Xiaomi Corporation appeared in Fortune’s Global 500 for the first time, while also being the youngest company on the list. Moreover, in the third quarter of the year 2020, the corporation outperformed Apple to third place as a top smartphone vendor by selling 47.1 million units, according to a Canalys report.

The name of the brand derives from a Chinese meal that the founders ate before officially starting the business, a millet porridge called “Xiaomi Zhou” in Chinese. In addition, the "MI" in the company’s logo stands for "Mobile Internet".

It also resembles the Chinese character "心" rotated 180°, which means “heart”. With technological breakthroughs in the field of AIoT, like Xiaomi´s AIoT router, the brand has built a leading IoT platform for consumers, increasing the attractiveness of Xiaomi's smart products and leading the industry's development trend. Strategic branding: brand diversification for different target groups Xiaomi Corporation started developing multiple brands after its establishment.

In August 2010, the first private beta version of MIUI, the company’s own user interface based on Android, was launched. A year later, Xiaomi Corporation released its first smartphone. At the beginning of 2012, Xiaomi Corporation launched its "Redmi Plan", that aimed to carefully select industrial chain suppliers to make phones for the general public.

While Redmi focuses on a higher cost-performance ratio and the e-commerce market, Xiaomi focuses on mid-to-high-end and new retail markets. In July 2013, the company released Redmi phones with a DSDS (Dual SIM Dual Standby) mode, which were sold at around a thousand yuan (around 150 US dollars or 130 euros).

Redmi was later registered as an independent brand in 2019. Lei Jun, the founder of Xiaomi Corporation, explained that developing Xiaomi and Redmi in different directions would position Xiaomi and the WIPO Madrid System in practice Mijia (International Registration Numbers 1400365B, 1400365A, 1400365, 1379373, 1366319, 1366276E, 1366276D, 1366276C, 1366276B, 1366276A and 1366276) Outside the field of smartphones, the corporation’s founder, Lei Jun, introduced the brand Mijia in March 2016.

Mijia is a new brand under Xiaomi Corporation, comprising of smart household products such as rice cookers and robot vacuums. The name Mijia is the combination of "mi" and "jia", which are transliterations (also known as pinyin) for the characters "mi" in Xiaomi and "jia" in "zhineng jiating", or “smart home” in Chinese. The logo shaped like a shield, promotes the idea of a reliable protection for the smart homes of Xiaomi's consumers.

The company has also entered the e-commerce market by launching the online boutique Mijia Youpin in April 2017, later renamed as "Xiaomi Youpin". Fast pace, innovative technology to make consumers’ lives simpler After great success in China, Xiaomi Corporation expanded rapidly across the world. In only eleven years, the corporation established itself as a global technology leader, with numerous brands and products.

With such an extensive portfolio, the need for a structured and convenient trademark registration method became an urgent necessity. The Madrid System helps Xiaomi Corporation by offering an intuitive and efficient framework to register and manage multiple trademarks worldwide while greatly reducing costs.