Xiaomi Smart TVs Make Their Mark

For many people, a smart TV is the hub of their entertainment and smart home. A smart TV allows users to cut the cord and enjoy limitless on-demand Internet content. Today, smart TVs are growing in popularity and preference across the globe, with most of the world’s major TV manufacturers making smart TVs.

Xiaomi established its Mi TV team in 2012, with the ambition of “building the world’s best smart TVs that everyone can afford” in accordance with the company’s core value to offer consumers high-quality and well-designed products at accessible prices.

Back then, during an internal meeting, Lei Jun, our founder and CEO, told the team that because the company has already put a great number of small screens in people’s hands through Xiaomi’s successful smartphone series, there was now an opportunity to put larger screens in people’s homes. We therefore set out to create smart TVs that followed our product philosophy of being  as user-friendly and as “smart” as possible. Other than delivering Internet services, our TVs also act as a hub for our wide array of smart home products.

Wang Chuan, our co-founder who leads Mi TV operations, has deep experience in the TV industry and we were fortunate he was able to bring this expertise and understanding of hardware and supply chains to Xiaomi.

Despite this, it was a challenging start for our Mi TV team. Wang Chuan recalled his experience of visiting nine suppliers in eight cities within five days. Additionally, the TV engineers had to stay at the factories for three months to make sure that the entire manufacturing process met our strict standards. Their hard work finally paid off as Mi TV has become the fastest growing TV brand in China in 2017, even amid an overall market downturn. In fact, in last September and October, Mi TV was named the bestselling smart TV brand on Tmall and JD, China’s leading e-commerce platforms.

Innovation, the key to our success

Wang Chuan attributes Mi TV’s success to our relentless exploration for innovation. The Mi TV includes multiple innovative features including:

11-key remote control

Our first TV product, Mi TV 1, running on our MIUI system, was announced in September 2013, bringing a simplified smart TV interface and the innovative 11-key remote control.

Remote controls used to come with dozens of keys, easily confusing consumers. We solved this pain point by removing unused keys, simplifying the user experience.

Independent soundbar

Mi TV 2, which was announced in 2014, came with an independent soundbar with nine built-in speakers and a subwoofer, which significantly improved sound quality while watching movies or playing games.

Innovative modular design

Mi TV 3 was crafted with a modular design approach when launched in 2015, redefining the 60-inch 4K TV industry in China. It was separated into two parts: a 60-inch LG true 4K display and the Mi TV Bar, which incorporates the motherboard, Mi Box content and a world-class independent sound system. As the Mi TV Bar could be paired with any screen that has a HDMI port, with a Mi Port-to-HDMI cable, users could simply purchase a Mi TV Bar if they wanted to upgrade their old TV for a much lower cost than changing the entire TV set.

The content first PatchWall system

Besides making updates on the hardware, “content first” has always been our Mi TV team’s guiding theme. Mi TV has become China’s largest TV content hub by partnering with the country’s top video websites including iQiyi, Tencent Video, Sohu Video, and PPTV.

We reached another milestone in September 2016, at the launch event of Mi TV 3S, where we announced our own AI TV system PatchWall, which truly amplifies the content and user experience. It can predict content based on what users have watched to provide more accurate recommendations through deep learning, and feature users’ favorite on the homepage.

PatchWall proved to be a big hit in China’s smart TV market, winning awards including “the best TV OS in 2016”.

Voice control

Furthering our TV’s position as the hub of the smart home, we announced the Mi TV 4A in March 2017. This model integrates voice commands to PatchWall, so users can verbally tell their Mi TVs to search for a particular movie. They can also ask their TVs to control connected Mi Ecosystem products, such as a Mi Air Purifier and a Mi Robot Vacuum.


We’re always exploring ways to improve our craftsmanship, and it’s been noticed by our fans and industry alike. Mi TV 3 has won the world-renowned Red Dot Award 2016 for its design, and now Mi TV 4 offers the world’s first 4.9 mm, super slim body which is almost frameless.

“Today, I think we’ve reached our goal and all the hard work has truly paid off,” said Wang Chuan, who couldn’t help but get emotional during the launch event for Mi TV 4 in May 2017.

And Lei Jun, who had been waiting quietly in a backstage VIP room, was ready to give Wang and the Mi TV team his warmest congratulations.

Nine New Features of MIUI 9

In early November, we announced MIUI 9 Global ROM. As has been the case with every iteration of MIUI, MIUI 9 brings add-ons and features that strive to make the experience of using a smartphone even better.

There’s a long list of changes that we’ve made and features that we’ve added to make MIUI 9 an even better experience.  Let’s talk about the top nine features of MIUI 9 that make it stand out among the rest.

1. Lightning fast system 

Our main focus while designing MIUI 9 was to make it fast and minimize the number of unnecessary steps users have to take. A lot of effort went into optimizing the system so the UI is responsive, apps load quickly and these apps are easy to switch between. Additionally, we ensured that the system remains stable and is power efficient.

2. Changes in notification shade

When speaking of smartphone usage experience, notifications are one of the most important aspects. Addressing key learnings from our previous MIUI systems, we made notifications easier to deal with in MIUI 9’s notification shade. Information is now presented in a more concise manner with all notifications grouped on a by-app basis to reduce clutter.

3. Animated icons, UI changes and a fresh look

We think MIUI is probably the most easy-on-the-eye operating system. To make it even better, we’ve made changes to the user interface by adding fresh colors, smoother animations, and multiple animated icons to ensure that phone use is a streamlined and enjoyable experience.

4. App vault

App vault is another feature we’ve designed to improve the user experience after studying the way people interact with their smartphones. App vault allows users to add cards, such as Google Now, Notes, popular app shortcuts and more, on a screen that will stay just one swipe away from one’s home screen for easy accessibility.

5. Revamped Gallery app

MIUI Gallery is already a much-loved app, but we’ve revamped it to make it more powerful and easier to use through sorting and back-up photo features. However, the focus of the MIUI Gallery on MIUI 9 is its powerful editing options that allow you to tweak images on a professional scale.

6. Notification filter

With MIUI 7, we announced the Smart SMS Filter, which received accolades from users across the world. With MIUI 9, we thought of taking this one step further by integrating our smart filtering mechanisms to the notification panel, allowing important notifications to stay at the top of the notification panel and not get lost in the clutter.

7. Mi Drop app

User feedback helped us determine that the Mi Drop app would be useful to those outside of the MIUI system, so anyone using an Android smartphone can exchange large files quickly and conveniently. So, we revamped Mi Drop and packaged it into a separate app that anyone can download from the Play Store.

8. Split screen

With the number of apps escalating, we realized it makes sense to offer users the ability to have app windows from two different programs on the same screen. Thus, we announced Split screen, allowing users to deal with two apps at once. The size of each window can also be customized according to preference.

9. Quick silent switch

As mentioned before, one aspect of a good user experience is how quickly (and in how many steps) a desired action can be performed. Quick silent switch on MIUI 9 will allow users to switch to a silent profile in just two steps — press volume down and then tap on the Quick Silent Switch. Users can also choose to set a timeframe for the mode if desired.

Connecting with our Mi Fans in Spain

When you think of a brand that makes friends with its users, what comes into your mind? Xiaomi takes it to a whole new level and our sincerity and passion in engaging with our Mi Fans has gained us a following worldwide.

Our connections with Mi Fans start from the top. Our high-ranking executives, including our founder and CEO Lei Jun, interact frequently with our fans on our MIUI forum, and even meet them in person at big parties like the annual grand event Mi Pop, where sometimes executives dance for fans and send out gifts.

You’ve also probably noticed that there’s always a special zone for Mi Fans at each of our launch event. We invite fans to our launch events so they get first hand news from our executives and are able to get a hands on our latest products, instead of hearing about us only through online mediums.

We cherish the connections with our fans. In our Beijing headquarters, there’s a big cupboard full of handmade gifts from our fans.

Our loyal fan base has become an integral part of our corporate culture. Nowadays our fans have a global presence, including markets we haven’t officially entered. For example, though we just announced our official entry into Spain, we have had a loyal Xiaomi following there for a long time. In fact, two of our first 100 MIUI beta testers in 2010 were from Spain.

Ahead of our official launch in Spain, we held a party with Spanish Mi Fans on 29 October. We randomly selected five fans to speak to one-on-one about their experiences with Xiaomi, their favorite products, and their suggestions and feedback.

Spanish Mi Fans at the party, including Alex (on the right in the front row), one of our first 100 MIUI beta testers in 2010

The five Spanish Mi Fans are: Alazne, 17, a science student; Izadi, 20, computer engineering student; David, a public servant; Jorge, 37, a computerized system administration; Raul, a civil servant.

From left to right: Alazne, Izadi, David, Jorge and Raul

How did you first hear about Xiaomi?

Alazne: I got to know Xiaomi through my dad, who joined the MIUI forum and bought me the first Redmi. We used to call it the “HongMi Red Rice 1”, and that was my first Xiaomi product and introduction to the company.

Izadi: I wanted to replace my old Nokia N95 and I decided to look into the Chinese market to find a better phone with a lower price. I found Xiaomi’s Mi 1. Objectively, it didn’t have the best specs, but I loved MIUI because I could personalize it. I also saw that there was a  forum where I could get my questions answered and later I decided to import my M1S Youth Edition.

David: It was out of luck. At the time, I had a HTC Nexus One and I was looking for a custom ROM for that phone. Searching on the Internet I found the MIUI ROM. That ROM changed my phone, it was another way to know Android with a lot of focus on personalization. And that also changed my life because I got to know other like-minded MIUI fans who shared my interests.

Jorge: I learned about Xiaomi when I was searching the market to change my old phone. I found that people were talking about MIUI and I became interested.

Raul: Through MIUI forum.

What was your first Xiaomi device?

David: My first contact with Xiaomi was through the Mi 1S.

Jorge: The Mi 1S

Raul: Redmi 1

What’s your favorite product?

Alazne: Without a doubt my favorite device is the Mi 5 because of its design and functionality. I also really want to try the Mi MIX 2 in white.

Izadi: I don’t know if I could choose only one because I like so many, but I guess I would have to choose Mi 3. It is the device that I have had for the longest time and I have a lot of love and appreciation for it. From the Mi Ecosystem, I love the Mi LED Desk Lamp. I really love how it looks on my desk and its functions, despite its very simply design. And the device I would LOVE to have is without a doubt the Mi MIX 2. Right now, I have the Mi Note 2 and am very happy with it.

David: I love the smartphones. We have tried many but I really want the Mi MIX 2. It looks very elegant, it has very high quality and many bands. Also, I like the smart home products. They have great quality and come at an excellent price. I also would like to have the Mi Electric Scooter or a Mi TV 4! Oh my God, is really difficult to choose!!!

Jorge: I have to think… I prefer phones that are 5.5- or 5.7 inches so I would have to say the Mi Note 2 or the Mi MIX 2. They are not small but not excessively big and have great performance.

Raul: As a phone, I would love to have the Mi MIX 2 and the Mi 6 because of their specs. But I also would like to try many of Xiaomi’s gadgets!

What three words would you use to describe Xiaomi?

Alazne: MIUI, fans community and of course the characteristic orange color.

Izadi: Different, competitive, community

David: Made for fans, fans and fans. I think the community is the most important for Xiaomi.

Jorge: MIUI and its fans

Raul: MIUI, Fans, RCP (a Spanish term used to show quality-price relation)

A Spanish Mi Fan experiencing our headphones during the party

What do you want to tell Xiaomi?

Alazne: I want to remind Xiaomi not to forget about its origins and its fan sites like MIUI forum, which have given plenty of support and have achieved a lot of progress.

Izadi: Now that Xiaomi is growing so fast, please don’t forget your origins, don’t forget the fans and the community. Keep listening to us and if possible spoil us a little bit from time to time.

David: Never forget your roots, never lose track and become a multinational company that only thinks of money. Never leave your fans and fan sites. Listen to us, to the people that buy your products.

Jorge: Xiaomi, remember we love MIUI.

Raul: Your fans are the most important, keep listening to us.

Our relationship with Mi Fans is something we really treasure. They always encourage, support and inspire us. In our globalization journey, we always bear in mind that to never forget our roots and those who helped get us where we are now.

【News】Xiaomi makes its debut in Spain, its first entry into Western Europe

Spain entry marks significant milestone for global technology leader Xiaomi

Xiaomi’s devices are set to shake up the local smartphone market with high-quality performance at incredible prices

MADRID, Spain, 7 November 2017—Global technology leader Xiaomi took a major step forward in its global expansion journey as it announced its arrival in Spain today, marking its first entry into Western Europe. Well-known for its range of high-quality innovative products at incredible prices, Xiaomi is set to shake up the smartphone market in Spain and create ripples around Western Europe.

Founded in 2010, Xiaomi’s CEO Lei Jun and other co-founders started the company based on the vision “innovation for everyone”. A unique company like no other, Xiaomi has an innovative business model inspired by Internet thinking that ensures the highest level of efficiency, so it can make its products with cutting-edge technology available at amazing prices.

There are three pillars that make up Xiaomi’s “triathlon” business model: hardware, new retail and Internet services. During an event held at the COAM space in Madrid today, Xiaomi announced that it is bringing to Spain all three parts of its business model, including its very own e-commerce site Mi.com and a number of Authorized Mi Stores. Through this, the company is demonstrating its commitment to the Spanish market and showing its serious ambitions to change the game in the technology industry.

Mr. Wang Xiang, Senior Vice President, Xiaomi, said at the event: “Today is a momentous occasion for Xiaomi as it marks a new chapter in our global expansion journey. We are so excited to be taking this first step into Western Europe, starting with Spain. After years of unwavering support from our Mi Fans in the Spanish market, we are delighted to officially launch our products here to serve our fans. Xiaomi is a company committed to developing products that combine cutting-edge technological innovations and great design while defying price expectations, and we believe that our products will be a very attractive option for consumers and will ultimately change the game in the technology industry.”

Xiaomi is partnering with Ingram Micro and AliExpress to distribute, market and support its highly innovative products in Spain. Other than its own e-commerce site http://www.mi.com/es, for the very first time, AliExpress (http://www.aliexpress.com) will launch official stores where official Xiaomi products will be sold. Xiaomi’s range of products will also be available online and offline in Spain via Amazon, Carrefour, MediaMarkt and Phone House.

Xiaomi also announced today two Authorized Mi Stores located in Madrid that will open on 11 November—one is situated in the shopping mall La Vaguada and the other one in Xanadú.

Wang Xiang (middle), Senior Vice President, Xiaomi; Enrico Salvatori (right), Senior Vice President and President, Qualcomm EMEA; Donovan Sung (left), Director of Product Management and Marketing, Xiaomi Global

The event also featured a speech from Qualcomm Technologies’ Enrico Salvatori, Senior Vice President and President, Qualcomm EMEA, who congratulated Xiaomi on its official debut in Europe: “Qualcomm Technologies and Xiaomi have worked in close collaboration for many years and have forged a successful working relationship to bring leading-edge products to the world. Since Xiaomi launched its first device six years ago, we have worked together to create powerful and popular smartphones based on Qualcomm Snapdragon Mobile Platforms. Qualcomm Technologies is honoured to work with Xiaomi and be part of their arrival in Europe and proud to be powering their first two mobile devices for Europe.”

Mi MIX 2: Innovation on Full Display

One of the key products that Xiaomi is bringing to Spain is Mi MIX 2, a gorgeous evolution of Mi MIX, the revolutionary concept phone unveiled a year ago. Introduced as a concept device last October, Mi MIX heralded a turning point in the design of smartphones and pioneered the trend of full screen display smartphones.

Mi MIX 2, powered by the Qualcomm® Snapdragon™ 835 Mobile Platform, builds on the foundation of the original concept. It is 11.9% smaller than Mi MIX, and has a 5.99-inch screen with a 18:9 full screen display, which delivers a stunning appearance with the screen almost entirely filling up the front surface.

Jointly designed with world-renowned designer Philippe Starck, Mi MIX 2 represents Xiaomi’s efforts in pushing ahead with the use of ceramic. It has a beautiful ceramic back, which features a four-sided curved design that transitions smoothly into the aluminum frame.

Mi MIX 2 will be available in Spain for €499 for the 6GB + 64GB version.

Mi A1: Picture Perfect Dual Camera

Xiaomi also announced the launch of Mi A1 in Spain, starting at €229 for the 4GB + 64GB version, the first device to run on Google’s evolved Android One program.

Powered by the Snapdragon 625 Mobile Platform, Mi A1 incorporates a dual camera configuration similar to that in Mi 6, Xiaomi’s latest flagship device, with wide angle and telephoto lenses used to incredible effect.

The two lenses allow Mi A1 to calculate what is in the foreground and what is in the background, creating a depth-of-field effect that typically requires a DSLR lens to achieve, allowing the user to create photos of unparalleled clarity and color. In addition, an improved Beautify mode that makes selfies look more natural, now works with the both the front 5MP camera as well as the 12MP dual rear camera. Mi A1 supports 2x optical zoom, which makes photos of distant subjects remain clear, while 10x digital zoom is also supported.

Mi A1 runs on stock Android to offer a high-quality software experience designed by Google, underscoring Xiaomi’s commitment to providing more choices for users. It will receive the Android Oreo update by the end of 2017 and will be one of the first smartphones to get the next version of Android in 2018.

Mi Ecosystem: A range of award-winning IoT products for Spain

Another key component of Xiaomi’s hardware strategy is “Mi Ecosystem”, Xiaomi’s unique approach of incubating and investing in specialized companies to effectively expand its product line and solidify its position as a top Internet of Things player.

The “Mi Ecosystem” sub-brand covers a range of hundreds of products manufactured by Xiaomi’s portfolio companies, which numbers 89 now. In addition, the Mi Ecosystem IoT platform has crossed 60 million connected devices, becoming the world’s largest smart hardware platform.

In Spain, Xiaomi is introducing the following well-loved Mi Ecosystem products:

Mi Electric Scooter: Priced at €349.99, Mi Electric Scooter has an award-winning design and is incredibly easy to master. It travels 30km on a single charge and weighs just 12.5kg, and comes with an LED headlight and features such as regenerative braking. By connecting to an app, users can also use their phone as a dashboard.

Mi Box: Mi Box is Xiaomi’s 4K Ultra HD streaming media player powered by Google’s Android TV, priced at €74.99. It offers 4K support at 60 frames per second, support for the latest HDR10 standard, Google voice search and Google Cast.

Mi Action Camera 4K: Mi Action Camera 4K, priced at €134.99, captures 4K videos at 30fps with a 145° super wide-angle lens, which is great for landscape still shots. It has a 2.4-inch built-in display for users to control the camera, and a dedicated app can allow users to discover even more shooting options.

Mi Band 2: Mi Band 2 tracks steps, heart rate and alerts users of notifications and calls, and is available at €24.99. It has an amazing battery life of up to 20 days, and is also IP67-rated to protect against water and dust.

Xiaomi’s range of products will be available in Spain starting 8 November at 1p.m. on all online channels including Xiaomi’s own http://www.mi.com/es, AliExpress and Amazon, as well as the online sites of retailers including Carrefour, MediaMarkt and Phone House. They will be available on 11 November at the two Authorized Mi Stores at La Vaguada and Madrid Xanadú. The rest of the offline channels, namely Carrefour, MediaMarkt and Phone House, will start selling Xiaomi’s products on 22 November.

For more information about the products coming to Spain, visit http://www.mi.com/es.

【News】Xiaomi announces Mi 5X, unveils MIUI 9 in China and launches Mi AI Speaker

Xiaomi announces Mi 5X, unveils MIUI 9 in China and launches Mi AI Speaker

Global version of MIUI 9 to be unveiled soon

BEIJING, 26 July 2017 — Leading technology company Xiaomi today unveiled its latest smartphone with a dual camera setup, Mi 5X. During the same event, Xiaomi also took the wraps off MIUI 9, the latest refresh of its Android-based operating system. At the same time, it announced a voice-activated smart speaker, Mi AI Speaker, which acts as the hub for Xiaomi’s smart home products and ties the company’s Mi Ecosystem strategy together.

Mi 5X: Picture Perfect Dual Camera

Mi 5X shares a similar dual camera setup used in Xiaomi’s flagship device Mi 6, with wide angle and telephoto lenses used to incredible effect. The two lenses allow Mi 5X to calculate what is in the foreground and what is in the background, creating a depth-of-field effect that typically requires a DSLR camera to achieve, and allowing the user to capture beautiful portrait photos with out-of-focus backgrounds. Mi 5X also supports 2x optical zoom, which makes sure photos of distant subjects remain clear without loss of image quality, as well as 10x digital zoom.

Available in Black, Gold, and Rose Gold, Mi 5X has an attractive all-metal unibody design. It measures just 7.3mm in thickness and has hidden antenna lines on the back for a seamless look and feel. Powered by the Qualcomm Snapdragon 625 processor based on the 14nm manufacturing process, as well as a 3080mAh battery, Mi 5X provides users with a smooth experience that lasts all day.

Mi 5X is yet another device that underscores Xiaomi’s commitment to making innovations affordable to the widest possible range of consumers. With 4GB RAM and 64 ROM, Mi 5X is priced at RMB 1499 and available starting 1 August via Mi.com and Mi Home stores, as well as a number of other partner sites and retail channels.

Key features of Mi 5X:

Attractive metal unibody design

Dual camera, optical zoom:

12MP wide angle with 4-axis OIS stabilization + 12MP telephoto

Exceptional portrait photography with background blur

Beautify, for natural selfie enhancements

Qualcomm Snapdragon 625 with 14nm process technology

5-inch full-HD display

3080mAh battery

4GB RAM + 64GB storage

Available in Black, Gold and Rose Gold

Dual SIM (3-choose-2 hybrid SIM tray)

4 x 75.8 x 7.3mm

MIUI 9: Lightning Fast

Xiaomi co-founder Hong Feng revealed today that MIUI has crossed over 280 million users across 142 countries and regions across the world, and took the wraps off MIUI 9, the latest update to its popular Android-based operating system that now delivers a much faster user experience. Wide-ranging changes were made under the hood that result in a faster and smoother user experience, such as making simple tasks like starting apps even more instantaneous, and several new features have been introduced.

With a new image search feature, users will be able to find photos, documents, and even screenshots of chat messages through intelligent recognition of faces, document types and even text in images.

MIUI 9 also introduces a “Smart assistant” feature that makes it easier for users to access often-needed information and frequently-used functions by simply sliding the screen to the left without opening every app — including favorite items, expenditures, courier information, and day-to-day schedules.

Another new feature called “Smart app launcher” quickly launches a related app based on content on the screen. For example, a link to a Taobao product page no longer requires the user to copy the link, return to the home page, find and start the Taobao app before getting to the desired product page. Upon highlighting a Taobao link, a pop-up appears at the bottom of the screen that lets the user bring up the product page instantly. This also applies to addresses, restaurant names, and even TV programs — when they are highlighted, the appropriate app can be launched with a single tap at the bottom of the screen.

Since it was launched on 16 August 2010, MIUI has been constantly updated every week for more than 340 weeks. Devices launched five years ago are still receiving updates. In China, MIUI 9 will be available on 11 August as a public beta for Mi 6, Mi 5X, and Redmi Note 4X. Support for other models will be rolled out gradually starting 25 August.

Mi AI Speaker: The hub for Xiaomi’s smart home products

More than being a smartphone company, Xiaomi is also fulfilling its goal of bringing innovation to everyone by addressing the full spectrum of consumer electronics, which is where its Mi Ecosystem strategy comes into play. By investing and incubating in 89 companies to date, Xiaomi is able to offer a wide array of smart home products. After three years, the Mi Ecosystem IoT platform has crossed 60 million connected devices, becoming the world’s largest smart hardware platform.

Today, Xiaomi announced Mi AI Speaker, a high-quality speaker system that comes with an array of six microphones to detect voice commands from all directions, and that serves as a control hub for the company’s smart home products.

Stemming from a collaboration between the Mi TV team, “Explorer’s Lab” and the “Mi Brain” R&D team, Mi AI Speaker further continues Xiaomi’s commitment to exploring AI technology. Previously, Xiaomi already applied AI technology to Mi TV, developing a built-in deep learning AI system for effortless discovery of new content.

Mi AI Speaker will retail at RMB 299, but will be launched first in August through a beta program that is recruiting 1000 users who will each pay RMB 1 to help train Mi AI Speaker to be even more intelligent in the early stage.

With voice commands, users can tune in to Internet radio stations, enjoy music from streaming services, and listen to audio books. Mi AI Speaker also acts as a personal assistant, giving information such as the weather, traffic conditions, personal calendar reminders, and latest news. In addition, Mi AI Speaker serves as a smart home assistant. It is able to connect to and control a host of products including the Mi TV, Mi Box, Mi Robot Vacuum Cleaner, Mi Induction Heating Rice Cooker, Mi Air Purifier, Mi Electric Fan and smart lamps. Through products like Mi Smart Plug and Mi Smart Power Strip, “non-smart” home appliances can also be controlled with Mi AI Speaker.

Through an initiative termed Platform Waterdrop, Xiaomi is also seeking to welcome more third-party applications for Mi AI Speaker. This initiative does not require developers to have prior experience in artificial intelligence, and makes it easy for tools and services to work with Mi AI Speaker.

Mercury Silver Mi 6: 100 units to go on sale

Demonstrating Xiaomi’s constant innovation in materials and relentless drive in pursuing craftsmanship, it also created a Mercury Silver version of its flagship smartphone Mi 6, which was first announced in April this year. The Mercury Silver version of Mi 6 is extremely difficult to produce and is an outcome of Xiaomi’s commitment to pushing the boundaries of materials technology.

Today, Xiaomi revealed that 100 units of the Mercury Silver Mi 6 will be available on Mi.com in China on August 3. Priced at RMB 3,999, the package includes the 6GB RAM + 128GB storage smartphone, a letter from a Xiaomi engineer and an exclusive F-code which gives the user the priority to purchase any newly launched product in the next three years.

How MIUI themes became a profitable business

At the core of Xiaomi’s products is MIUI, an Android-based operating system – and while the user interface boasts numerous unique features, its themes have become the most popular among Xiaomi smartphone users. In fact, Xiaomi’s data shows that the top MIUI theme shopper spent around RMB 6,100 (about $936) on MIUI themes in 2016, which is enough to buy seven Redmi Note 4 smartphones in India.

Above are some popular MIUI themes in the first half of 2017

MIUI themes have grown in popularity as users look for ways to reflect their individuality, using the themes as they would a hairstyle or outfit to make a statement about who they are, just like how they would use a case or a cover.

Xiaomi launched the first version of MIUI themes in 2010 on our original smartphones. The themes were originally offered for free, as they were used to attract users who wanted personalized features on their smartphones. As MIUI users increased and the demand for personalized themes grew, we realized that only creative, high-quality themes could satisfy users and attract more consumers.

Above are some figures of the MIUI theme business in 2016

To achieve this, we had to attract more talented designers. Thus, a MIUI theme store opened in 2012 to sell themes to users. As of 2013, themes have become the third largest contributor to MIUI’s RMB 30 million monthly revenue (only after games and apps). That year, 1,800 designers uploaded a whopping 4,300 themes, creating a record-high monthly revenue of RMB 1.8 million. In 2016, the number of active designers surged to 3,876 – more than 1,104 from previous year. They also uploaded a total of 44,775 themes, which more than doubled the number of themes created in 2015.

How does Xiaomi attract designers?

Every designer receives approximately 70% of their MIUI themes’ revenue (post-tax). In 2016, the most profitable designer earned RMB 5.65 million before tax and gainsharing with Xiaomi.

We also hold occasional offline theme design competitions, offering attractive awards.

Above features an offline design competition held at a theater in Beijing

Additionally, we offer a base incentive of RMB 3,000 for certain themes at the start of the designing process so that designers won’t focus too much on sales and make truly creative MIUI themes.

Xiaomi believes in investing in our MIUI designers – if you are good, we make you better. We provide professional design tools for MIUI themes, as well as training materials to help designers improve. We highlight specialized zones in the MIUI theme store to promote the best designs, and we also recommend designs from new designers to create a competitive and fair environment for everyone.

IP is a top priority for Xiaomi, so the MIUI theme store removes themes that are suspected of infringing copyrights as they apear. We also cooperate with global game and app developers, as well as noted cartoon and movie trademark holders to co-develop themes, such as those that feature characters from the Captain America and Transformers movies.

Last year, the most profitable theme earned RMB 820,512 ($121,250). The most popular theme was downloaded 6,442,448 times.

Fast facts about MIUI theme users in 2016

  • 34.81% of MIUI theme consumers are under 24. About 30% are 25-29. About 28% are aged between 30 and 39.
  • The majority of free theme customers were born in the 1980s.
  • Those born in or after 1995 are the main customers of paid themes.
  • Which constellation spent most on MIUI themes? Libra
  • Which constellation spent least on MIUI themes? Aries
  • Which day in a week has the most visitors to MIUI theme store? Saturday
  • Peak hours for MIUI theme store visits? 8 p.m.-11 p.m.

*Currently the MIUI theme store is only available in China, but users can still get many free MIUI themes from our global MIUI ROM.