redmiXiaomi’s popular sub-brand is entering a new chapter with a bold rebrand. The most noticeable change is the brand name itself, which is now written in all capital letters – “redmi“. According to Lu Weibing, head of Xiaomi Group’s mobile phone division, the changes are not just about aesthetics.”redmi changed its name to: redmiLu explained: ‘and there’s a lot of strategic thinking behind that.’ He notes that Xiaomi’s success in the high-end market with more advanced technologies has created room for Redmi to expand. And the company seems to be well prepared for this change.

Change in product strategy

According to Weibing, the new Turbo series will take over the role previously held by the K series, which will “continue the breakthrough”. Lu also shared that the K80 series will be the biggest product update in the history of the K series and will directly compete with the highest-performance flagships offered by rival sub-brands in e-commerce.

“The K80 Pro will compete with Thirteen Brothers rivals with its extremely powerful configuration and user experience,” he said.

Wang Teng Thomas, general manager of the Redmi brand, confirmed that these changes are in response to Xiaomi’s flagship series moving into a higher price range. “REDMI’s product line has been adjusted since the beginning of the year,” Wang said.

“The new K series is positioned as the champion flagship, and the Pro series in particular will create a universal flagship experience. However, Wang Teng states that the price range of the phones will also increase to fill the gap created by the increasing prices of Xiaomi’s number series.

The new Turbo series will dominate the 2,000 to 3,000 yuan (approximately $280 to $420) price segment. Wang emphasizes that regardless of the price range, REDMI will remain committed to providing the best value for money and will remain unrivaled in every segment it competes in.