Slim yet powerful, Redmi K40 Gaming Edition launches in Mainland China

Featuring MediaTek Dimensity 1200, 120Hz refresh rate and physical pop-up gaming triggers, starting at RMB 1,999

April 27, 2021, Beijing, CHINA – Redmi announced a brand new addition to the Redmi K series lineup – Redmi K40 Gaming Edition. Redmi K40 Gaming Edition sports the latest MediaTek Dimensity 1200 Gaming Platform, an aerospace-grade liquid cooling system, a flat display with 120Hz high refresh rate, a 5,065mAh large battery with 67W fast charging, as well as physical pop-up gaming triggers – all this packed in a 8.3mm thin body. Redmi K40 Gaming Edition starts at RMB 1,999 and sales will start on April 30th.

Hardcore gaming performance: MediaTek Dimensity 1200 and advanced cooling system

Redmi K40 Gaming Edition is powered by MediaTek’s latest 6nm Dimensity 1200 mobile processing platform, offering a perfect balance between superb performance and power consumption. The CPU adopts the latest Arm Cortex-78 core with a 1+3+4 three-cluster architecture. The 3.0GHz super core, along with three 2.6GHz A78 cores are able to sustain maximum operating performance under a prolonged period and high power efficiency. Compared with its predecessor, Dimensity 1000+, the overall performance has increased by 22% while the power consumption has been reduced by 25%. Mainstream games can run at 90 frames at full frames.

Redmi K40 Gaming Edition features a three-dimensional cooling system. Multi-stacked graphite layers combined with super-large vapor chambers cover all the major components of the device, enabling strong gaming performance. The cooling system also adopts a new aerospace-grade heat dissipation material with a built-in “white graphene” layer, which not only efficiently dissipates heat for the charging chip, but also offers good insulation to reduce its impact on nearby antennas.


Immersive gaming experience: 120Hz OLED display with Dolby Atoms and JBL dual stereo speakers

Screen is the most important interaction point for gaming on smartphones. For a better visual performance and a more comfortable user experience, Redmi K40 Gaming Edition is designed with a 6.67’’ display. COP technology ensures a better gaming experience with a smaller lower bezel of 2.7mm. Redmi K40 Gaming Edition comes with a 120Hz refresh rate, maximum 480Hz touch sampling rate and also supports a greatly improved high resolution touch technology.

The outstanding gaming display also comes with amazing audio performance. Redmi K40 Gaming Edition features dual stereo speakers for an excellent stereo effect, unobstructed design helps avoid any interruptions caused by palms touching the horizontal screen. Redmi K40 Gaming Edition comes with Dolby Atmos and is approved by the JBL synthesis certification system, offering a truly immersive gaming experience. 

Superb gaming experience: 5,065mAh battery, 67W fast charging and gaming triggers

Redmi K40 Gaming Edition has an ultra-large capacity 5,065mAh battery, bringing gamers not only a powerful, but also prolonged gaming experience. Equipped with 67W super fast charging, the device can be powered up to 100% in just 42 minutes1. Additionally, the ultra-small 67W in-box fast charger is very easy to carry, and the L-shaped in-box charging cable makes it even more comfortable to play games while charging. Meanwhile, the new Redmi K40 Gaming Edition also optimizes fast charging settings in gaming mode, ensuring higher levels of charging efficiency while playing games.

The device also takes the game control experience to a new level with its magnetic dual-trigger design, allowing users to play games using four fingers, instead of only two. This largely enhances the immersive experience in most action games. As the gaming triggers support most mobile games on the market, users won’t need to have additional gaming accessories for an ultimate mobile gaming experience. With the ultra-miniature magnet-powered gaming triggers, Redmi K40 Gaming Edition offers stable and realistic pressing feedback thanks to its mechanical structure. Compared with the traditional mechanical transmission structure, the magnetic triggers can effectively reduce the wear-out in daily use, with a lifespan of up to 1.5 million taps.

Uninterrupted gaming: three Wi-Fi antennas and a triple microphone design

Excellent gaming experience is inseparable from stable connectivity. With a built-in 5G modem, Redmi K40 Gaming Edition supports both SA and NSA 5G standards, and is all set to support carriers’ network upgrades2. Not only does it offer outstanding performance, but it also has been equipped with 5G dual-band technology, supporting 5G carrier aggregation, which increases the network speed by 100%. In terms of Wi-Fi connectivity, Redmi K40 Gaming Edition comes with the latest Wi-Fi 6, and for the first time, uses a triple Wi-Fi antenna design, which are built into the top of the device, its body, and the middle of the frame. With this antenna design, Redmi K40 Gaming Edition ensures that at least two sets of antennas can be kept unobstructed regardless of whether the phone is held horizontally or vertically, providing a stable and low-latency Wi-Fi connection.

Voice communication and live recording during gaming are also high-frequency usage scenarios for gamers. Redmi K40 Gaming Edition uses a triple microphone design. In addition to the regular bottom and top microphones, a third microphone is embedded into the middle of the left side of the phone. In a horizontal viewing mode, the third microphone will be closer to the player’s mouth and will not be covered by his palms. As a result, gamers can expect great sound regardless of whether they are on a voice call or live streaming.

Redmi K40 Gaming Edition offers 3 color options including Black, Silver and White. With a gaming design in mind, the device features cool RGB lighting and gaming details and also adopts a low-key and restrained overall appearance. With a 8.3mm lightweight design, Redmi K40 Gaming Edition is not only a gaming smartphone but also a smartphone with powerful performance and stunning appearance for daily use.

Redmi K40 Gaming Edition offers 3 storage variants and are priced at:
6GB+128GB – RMB 1,999
8GB+128GB/256GB – RMB 2,199/2,399
12GB+128GB/256GB – RMB 2,399/2,699
Additionally, Bruce Lee Special Edition (12GB+256GB) is priced at RMB 2,799.

Redmi K40 Gaming Edition is now available for preorders through Xiaomi official channels in Mainland China, and will be available for purchase starting on April 30th.

Quick specs:

 Redmi K40 Gaming Edition
Processing platformMediaTek 1200
StorageLPDDR4x + UFS 3.1
Heat dissipationVC LiquidCool technology + white graphene
Network support5G SA+NSA 丨Dual 5G standby 丨 5G carrier aggregation
Screen6.67’’ OLED 丨 2400 x 1080 丨 120Hz refresh rate 丨 480Hz touch sampling rate
Rear Camera64MP main camera 丨 8MP ultra-wide angle camera 丨 2MP tele macro camera
Front Camera16MP
Battery & Charging5,065mAh battery丨 67W fast charging 丨 42mins to
100%1
Wi-FiWi-Fi 6
AudioDual stereo speakers丨 Dolby Atmos丨 JBL certified
MotorX-axis linear vibration motor 丨 support PUBG HQ in-game vibration
UnlockSide-mounted fingerprint reader
SystemMIUI 12.5 based on Android 11
Available ColorBlack, Sliver, White
Dimension & Weight8.3mm 丨 205g
Variant6GB+128GB 丨 8GB+128GB 丨 8GB+256GB 丨 12GB+128GB 丨 12GB+256GB

1Data from Xiaomi Labs.
2Network connectivity may vary based on carrier support.

About Xiaomi Corporation

Xiaomi Corporation was founded in April 2010 and listed on the Main Board of the Hong Kong Stock Exchange on July 9, 2018 (1810.HK). Xiaomi is an internet company with smartphones and smart hardware connected by an IoT platform at its core.

With an equal emphasis on innovation and quality, Xiaomi continuously pursues high-quality user experience and operational efficiency. The company relentlessly builds amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology.

Xiaomi is currently the world’s fourth-largest smartphone brand, and has established the world’s leading consumer IoT platform, with 252 million smart devices connected to its platform, excluding smartphones and laptops. Xiaomi products are present in more than 90 countries and regions around the world.

In July 2019, the company made the Fortune Global 500 list for the first time, ranking 468th among all, and 7th among internet companies. Xiaomi is the youngest company on the 2019 Fortune Global 500 list. In May 2020, the company made the Forbes Global 2000 List again and its ranking jumped to 384th.

Xiaomi launches “Night & Day”, a mobile filmmaking campaign inspired by Mi 11 series

Xiaomi Studios teams up with with U.S. cinematographer Eric Giovon to present the short film Night & Day 

Beijing, CHINA, April 12, 2021 – Xiaomi Studios, a filmmaking initiative created by Xiaomi Global, launched today a mobile filmmaking campaign titled “Night & Day”. With this campaign, Xiaomi Studios wants to convey the message that in a time of movie theatre closures and the consumer behavior shift to online streaming, mobile filmmaking can be an evolution of cinematic art and a tribute to it.

“Night & Day” isn’t just about capturing your world, but also about creating and discovering new ones with the Mi 11 series. Inspired by the cutting-edge video night mode technology found on the smartphone series, the campaign wants to show that it’s now possible to capture worlds that were impossible to capture in the past. 

Xiaomi Studios teamed up with U.S. cinematographer Eric Giovon, known for his work on Malabar Run, Liar’s Pendulum, and Crowning Glory: A Psycho Thriller, on an eponymous short film called Night & Day. The short film acts as both a cinematic kickoff of the entire campaign, as well as a commentary on the massive changes taking place in the film world, summed up in its tagline: “Movie Magic Never Ends.” 

Paying homage to cult classic movies, the short film Night & Day tackles such themes as pre-pandemic nostalgia and the waning of traditional cinema. Set in New York, Night & Day follows the protagonist who laments the end of his local movie theatre but then rediscovers the magic of cinema on one magical night in an unexpected way, finally coming to the realization that amid our changing, uncertain world, the movie magic he grew up on and loves will always live on, just in different ways.  

The short film Night & Day beautifully captures two different worlds – one grounded in reality and another part of a nostalgic farewell – highlighting the infinite possibilities made possible by the Mi 11 series.  

The short film Night & Day will be released on April 13th via social media platforms of Xiaomi Global, and the campaign will run until the end of April. 


About Xiaomi Studios 

Xiaomi Studios is a filmmaking initiative created by Xiaomi Global. It is a platform for talented ”Mi Creators” from around the world, built on the company’s mission of “Innovation for Everyone” and providing an opportunity to unleash their creativity via mobile filmmaking.

For more information about Xiaomi Studios, please visit https://event.mi.com/global/xiaomistudios


About Xiaomi Corporation

Xiaomi Corporation was founded in April 2010 and listed on the Main Board of the Hong Kong Stock Exchange on July 9, 2018 (1810.HK). Xiaomi is an internet company with smartphones and smart hardware connected by an Internet of Things (IoT) platform at its core. 

With an equal emphasis on innovation and quality, Xiaomi continuously pursues high-quality user experience and operational efficiency. The company relentlessly builds amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology.

Xiaomi ranked 3rd globally in terms of smartphone shipments in the fourth quarter of 2020. The company has also established the world’s leading consumer AIoT (AI+IoT) platform, with 324.8million smart devices connected to its platform, excluding smartphones and laptops. Xiaomi products are present in more than 100 countries and regions around the world. In August 2020, the company made the Fortune Global 500 list for the second time, ranking 422nd, up 46 places compared to 2019. It also ranked 7th among internet companies.

Xiaomi is a constituent of the Hang Seng Index, Hang Seng China Enterprises Index, Hang Seng TECH Index and Hang Seng China 50 Index.

For more information about Xiaomi as a company, please visit https://blog.mi.com/en/

Xiaomi Celebrates Mi Fan Festival 2021

Google and Qualcomm join the celebration with co-created posters
Xiaomi launches special offers more than USD 147 millions* worldwide to thank Mi Fans

Xiaomi has announced the start of its annual Mi Fan Festival (MFF). The 2021 festival will center on the theme “Explore the possibilities”, and to cultivate the spirit of this message, Xiaomi will launch a wide array of online campaigns and invite Mi Fans to discuss and share their experiences of how Xiaomi’s products have benefited their lives with their friends and families. The global shopping extravaganza will kick off on April 6 with special offers more than USD 147 millions* on official authorized channels. Xiaomi is collaborating with more than 70 online platforms and 300 offline partners** in 59 markets to bring the most innovative products at incredible prices to Mi Fans across the world.

Google and Qualcomm Technologies are also celebrating Xiaomi’s founding day together through MFF 2021. The co-creation of posters for MFF 2021 use the unified visual symbol “&” as the key creative idea of the picture, symbolizing the close cooperation between Xiaomi and Google also between Xiaomi and Qualcomm Technologies. The posters also combine the “infinite” concept of the “Möbius ring” to convey that with Xiaomi, the companies strive to bring infinite possibilities to users’ lives.

Xiaomi, Google and Qualcomm Technologies have always been the forerunners, setting trends for their respective industries with innovative software and hardware solutions. Xiaomi has been working closely with Google and Qualcomm Technologies  to advance and accelerate the mass adoption of technological innovations. Xiaomi will continue joining hands with the two tech partners to explore new possibilities, as expressed by the theme of the MFF 2021, with an aim to make everyone’s life smarter and enhance convenience in daily life.

“Xiaomi has always put Mi Fans and users at the core of everything we do. Mi Fan Festival (MFF) is an iconic representation of our Mi Fan culture. This year marks the 10th MFF, and the 11th year since Xiaomi’s establishment. Every year, we celebrate this festival together with Mi Fans, users, and partners around the world to express our gratitude for their support — which is one of our key drivers to continue exploring and innovating. With the announcement of Redmi Note 10 Pro MFF Special Edition and the launch of a series of MFF activities, we hope to convey our brand proposition of providing innovation and smart lifestyles to everyone, and our commitment to always be there for our Mi Fans and users,” said Xiaomi spokesperson.

“Xiaomi has always put Mi Fans and users at the core of everything we do. Mi Fan Festival (MFF) is an iconic representation of our Mi Fan culture. This year marks the 10th MFF, and the 11th year since Xiaomi’s establishment. Every year, we celebrate this festival together with Mi Fans, users, and partners around the world to express our gratitude for their support — which is one of our key drivers to continue exploring and innovating. With the announcement of Redmi Note 10 Pro MFF Special Edition and the launch of a series of MFF activities, we hope to convey our brand proposition of providing innovation and smart lifestyles to everyone, and our commitment to always be there for our Mi Fans and users,” said Xiaomi spokesperson.


Redmi Note 10 Pro Mi Fan Festival Special Edition

At this year’s Mi Fan Festival, Xiaomi is launching Redmi Note 10 Pro MFF Special Edition with the slogan “Explore Infinite Possibilities”, which will serve as a unique MFF souvenir that Mi Fans can take home. The MFF special edition phone represents the adventurous spirit of Xiaomi and seeks to encourage Mi Fans to explore the infinite possibilities in life by connecting Smartphone x AIoT.

To echo the theme of infinity, Redmi Note 10 Pro MFF Special Edition comes in a package with a cosmic-inspired design. The front of the box features an image of astronauts floating through galaxies, representing Xiaomi and Mi Fans exploring the infinite possibilities of life together.The box also contains a Mi Fan Festival postcard featuring an image of Mi Bunny astronauts. The back of the postcard is a Mi Fan Festival theme sticker***, which can be stuck onto items such as mobile phones, computers and suitcases to add an extra touch of Xiaomi to users’ lives.

The Gradient Bronze version of Redmi Note 10 Pro in a natural metallic luster color was selected for this year’s Mi Fan Festival, and the exclusive Mi Fan Festival 2021 icon will be printed on the back.As the special souvenir smartphone for this year’s Mi Fan Festival, Redmi Note 10 Pro MFF Special Edition will be sold in limited quantities worldwide.


Building a Better World Together with Mi Fans

From the day Xiaomi was founded, building real relationships with users and having them be a part of Xiaomi’s future has been at the core of the company’s culture. From the very beginning, Mi Fans have been joining the Mi Community, offering suggestions and even contributing ideas and inventions to help drive the growth of Xiaomi. Mi Fan culture has always been an integral part of the Xiaomi brand. 

To celebrate MFF 2021, Xiaomi Global Mi Community officially launched its theme song A Melody for Mi, which was co-created in an online Mi Community by Mi Fans from 15 countries. Around 1000 Mi Fans participated in this songwriting project. Contributions from 30 Mi Fans were selected and used to compose the music and lyrics. The song expresses Mi Fans’ unceasing pursuit of a better life, centered on love, passion, innovation, vitality, and smarter life for everyone — the very values that Xiaomi has been conveying to Mi Fans for over a decade. Today, Mi Fans are delivering the same message to the world. Together, united by the same vision, Mi Fans show resolute confidence and belief in building a better world.

The song A Melody for Mi has been set as an official ringtone and uploaded to Mi Theme Store where users from all over the world can download it. The song will also be applied to the customer service hotline on-hold music. 

Xiaomi maintains its image as one of the coolest companies in the minds of Mi Fans and users. For years, Xiaomi product users have been connected through a shared experience of interacting and living with all of these innovative products that have truly life-altering intelligent features. In the Xiaomi Global Mi Community, thousands of Mi Fans have already posted their stories describing how the Xiaomi brand and products have changed their lives.

A Mi Fan with the username “Crossfiree” shared her story about Mi Smart Home during a Mi Community activity. She has been using more than 30 Xiaomi ecosystem products at home, although she describes herself as a technophobe rather than a tech enthusiast. Mi Air Purifier helped improve the air quality in her home and eased her severe dust allergy, while Mi Band helped her whole family cultivate a healthier lifestyle. Another Mi Fan, Arun Abhimanyu, mentioned that Mi Motion Activated Night Light solved his grandmother’s long-standing problem of finding the light switch in the dark when she woke up at night to use the restroom. This was just some of his experiences with Xiaomi products, and he explained that “these products have made my life easier in a way that I never could have imagined. That’s how Xiaomi wins users’ trust.”


History of MFF

The first MFF was held on April 6, 2012 in Mainland China when Xiaomi decided to launch an event to celebrate the two-year anniversary of its founding. Since Mi Fans played a significant role in the rapid growth of Xiaomi, the company invited Mi Fans to celebrate its birthday together by holding a big party for them. The party venue was set up like a club and guests celebrated while a DJ performed and interacted with them. 100,000 Xiaomi smartphones sold out in just 6 minutes and 5 seconds on that day. From then on, Xiaomi has held MFF every year to show its gratitude towards Mi Fans for their support. 

Outside of Mainland China, MFF was first held in India and Indonesia in 2015, before being launched in European markets in 2018, when the first shopping carnival was held in Spain. This year will be the 10th annual MFF, and even more global markets will be joining to celebrate the occasion.

For more information about MFF 2021, please refer to MFF2021 press kit.

* The amount is calculated based on the total available promotions, product discounts and discount vouchers during Mi Fan Festival 2021 on all official authorized channels worldwide and is subject to availability and activity time of different markets.
**The sales partners for Mi Fan Festival 2021 vary between different markets. Please refer to local information for sales availability.
***The Indonesian market version is designed without the Mi Fan Festival theme sticker on the back and without the Mi Bunny astronauts image on the front.


About Xiaomi Corporation 

Xiaomi Corporation was founded in April 2010 and listed on the Main Board of the Hong Kong Stock Exchange on July 9, 2018 (1810.HK). Xiaomi is an internet company with smartphones and smart hardware connected by an Internet of Things (IoT) platform at its core. 

With an equal emphasis on innovation and quality, Xiaomi continuously pursues high-quality user experience and operational efficiency. The company relentlessly builds amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology. 

Xiaomi ranked 3rd globally in terms of smartphone shipments in the fourth quarter of 2020. The company has also established the world’s leading consumer AIoT (AI+IoT) platform, with 324.8million smart devices connected to its platform, excluding smartphones and laptops. Xiaomi products are present in more than 100 countries and regions around the world. In August 2020, the company made the Fortune Global 500 list for the second time, ranking 422nd, up 46 places compared to 2019. It also ranked 7th among internet companies. 

Xiaomi is a constituent of the Hang Seng Index, Hang Seng China Enterprises Index, Hang Seng TECH Index and Hang Seng China 50 Index.

For more information about Xiaomi as a company, please visit https://blog.mi.com/en/

Key Initiatives for the New Decade — An Open Letter

An open letter from Lei Jun (雷 军), Founder, Chairman and CEO of Xiaomi on key initiatives for the new decade


Dear Xiaomi colleagues,

We have just announced a series of key initiatives for the new decade.

First of all, we officially announced to commence the smart electric vehicle business.  

This is one of the most important decisions Xiaomi has ever made, which was made after numerous rounds of debates among executive team. It is a deliberate decision and the board of directors has officially approved it as a formal project this afternoon. We will set up a wholly-owned subsidiary to operate the smart electric vehicle business, with the total investment amount over the course of the next 10 years estimated to be USD 10 billion. The initial phase of investment will be RMB 10 billion. I will once again lead the team by myself, serving as the CEO of the smart electric vehicle business. Just a while ago, at the launch event, I affirmed to our Mi Fans and everyone that it will be the last and important startup project in my life. I am willing to bet my lifelong reputation to fight for Xiaomi vehicles!

Smart electric vehicle is the broadest race track in the next decade. It is an inseparable and crucial part that forms the smart ecosystem; It is an inevitable choice to expand the integrated ecosystem of AIoT smart living; It is also the only path for us to fulfill the vision of the company and to bring a better life to everyone through technology.

By stepping into a new domain, we will certainly encounter many challenges. The automobile industry features great complexity, huge amount of investment, long product cycle, and low fault tolerance, which requires us to treat it with full respect and seriousness. Facing these challenges with a fearful heart as if we are walking on thin ice. Besides, the other key players have kick-started this business six years earlier than us, we have to catch up with all the efforts to win the game as an industry successor.  

Having said that, we still possess very significant and unique advantages:

1. While smart electric vehicle has completely changed the business model of automobile industry, we have a profound understanding of hardware-based Internet service model.

2. We possess the most extensive experiences in software and hardware integration in the industry, allowing us to understand manufacturing within the Internet industry and win the game.

3. We own a mature smart ecosystem with the largest scale, the widest portfolio of products, and the largest number of active connections in the industry. 

4. We have a lot of long-accumulated key technologies that can be re-applied in the automobile industry.

5. We have built rich brand assets and a strong user base, and gained trust and support of Mi Fans from all over the world. 

6. We have sufficient cash reserve which enables us to invest boldly without hesitation or extra concerns.

We will enter this new journey with huge investment, seriousness and enduring patience. At present, the preparation work at the initial stage has been strictly and systematically carried out.

Secondly, we launched the Surge C1 Image Signal Processor today, showing our strong capability in the imaging field as well as our determination to adhere to processor development.    

As our first self-developed Image Signal Processor (ISP), the Surge C1 processor is a leading processor of its kind in the smartphone industry. Mi MIX FOLD, which is our first folding-screen smartphone of mass production, debuts the Surge C1 processor. The powerful image processing ability of Mi MIX FOLD is a strong evidence of the excellence of the Surge C1 processor.

From the moment when the Surge S1 project kicked off in 2014, to the launch of the Surge C1 today, Xiaomi has been striving for the development of processor for seven years. During these seven years, we have experienced countless breakthroughs and numerous setbacks, but we never cease pursuing and advancing. The Surge C1 is the first step made by Xiaomi for the new decade of developing processor. Although it looks very small, it sets our milestone in image computing. It also enables us to pursue more ambitious technological breakthroughs and dreams.

The road to the R&D of processor is long and arduous, but what Xiaomi never lacks is patience, courage and perseverance. We will continue to tackle more complex and delicate technological problems and provide users with a better experience, as we keep exploring and roaring in the waves!

Thirdly, we announced a new and revamped logo and started upgrading of our brand recognition system.

Today, we released the brand new Xiaomi logo and added the logo with letters “xiaomi”.

Our brand has always been one of our most important and core assets. In the past three years, we began to systematically sort out and upgrade the brand system of Xiaomi Corporation (the Group). The release of the new logo and the upgrade of the brand recognition system is one of the milestones.

After 11 years of corporate development, while the boundary of Xiaomi’s business has been expanding, our user base has also been diversified: From tech enthusiasts to the masses and then to premium users; from technology industry to lifestyle industry; from online to all channels; from mobile phones to a full set of smart ecosystem; from China to all over the world. All of these mean that Xiaomi needs to make friends with more diverse audiences.

Then here comes the challenge of “how can we attract more and more people to like Xiaomi and understand where Xiaomi is coming from”. Which is why we started with the most basic and most widely used component – our brand logo, allowing more people to feel and recognize Xiaomi’s corporate philosophy, and ultimately take a liking to Xiaomi.

Since the brand is the most valuable asset of the Group, the use of brand logo requires proper guidelines and management. Therefore, we set up the Committee of Brand Management for the Group today to oversee the maintenance, management and supervision of all brand assets for the Group. The proper use of these brand assets is now included in the annual assessment of each business department.

The three things above are important initiatives for Xiaomi for the next decade. Smart electric vehicles will open up a huge new space for Xiaomi’s future growth. The processor will empower all businesses of the Group with powerful technology. The new logo and brand recognition system upgrades will also present the new look of Xiaomi to the public. Such remarkable energy and continuous efforts in striving forward are vivid representations of being “Alive”.

This is the new story behind the new Xiaomi, and this is our shared expectation:

On the long journey ahead to our ultimate destination, Xiaomi will always possess the courage to strive for infinity and beyond!


Lei Jun

March 30, 2021

Xiaomi Expands into Electric Vehicle Sector

USD 10 billion to be invested in smart electric vehicles over the course of 10 years, ushering in the new Xiaomi

Beijing, CHINA, March 30, 2021 — Xiaomi Corporation (“Xiaomi” or the “Group”) is commencing its smart electric vehicle business with an official notice to Hong Kong Stock Exchange (HKEX). Lei Jun, Founder, Chairman and CEO of Xiaomi, stated during its March 2021 launch event that the business will be operated under a Xiaomi wholly-owned subsidiary with an initial investment of RMB 10 billion. Over the course of the next 10 years, Xiaomi is committed to invest an estimated USD 10 billion in total. Lei Jun will concurrently serve as the CEO of the smart electric vehicle business.

“The decision was made after numerous rounds of deliberation among all our Partners, and this will be the final major entrepreneurial project of my life. I am willing to put all my personal reputation on the line and fight for the future of our smart electric vehicle!  I am determined to lead my team to fight for the success of the Xiaomi electric vehicle,” said Lei Jun. He also uncovered that in the past 75 days he had witnessed Xiaomi executive team’s thorough decision-making journey, including rigorous and comprehensive research into the electric vehicle industry – 85 meetings with over 200 industry experts, four internal management debates, and two board meetings. Mi Fans’ continuous support and trust in Xiaomi’s values also prompted the company’s final decision.

Xiaomi is at its prime and has set a foundation for it to break new ground and commence building its smart electric vehicle business. According to its latest financial results, Xiaomi’s global smartphone shipments reached 146 million, upholding the company’s position in the top 3 globally. The sales of premium smartphones have exceeded 10 million units. TV sales have topped the Mainland China market for 8 consecutive quarters. And with over 324.8 million connected devices on Xiaomi’s AIoT platform and monthly active users for XiaoAi AI Assistant reaching 86.7 million, Xiaomi continues to lead the smart home industry. By the end of 2020, the Group held a cash reserve of RMB 108 billion.

In an internal letter to employees, Lei Jun stated that Xiaomi has distinct and unique advantages in manufacturing cars: 

  1. Smart electric vehicles have fundamentally transformed the business model of the traditional automotive industry, and Xiaomi has the deepest understanding of the hardware-based internet service business model;
  2. Xiaomi has the most extensive experience in software and hardware integration, and the most profound manufacturing know-how within the internet industry;
  3. Xiaomi has a smart ecosystem which is the largest in terms of scale, the most diversified in terms of product category, and the most active in terms of user connections;
  4. Xiaomi has numerous core technologies that can be applied to smart electric vehicle business;
  5. Xiaomi has a powerful brand and strong user base, with trust and support from Mi Fans across the globe;
  6. Xiaomi has abundant cash resources that allow Xiaomi to invest with confidence.

“Smart electric vehicles represent one of the largest business opportunities in the next decade and represent an indispensable component of smart living. Entering this business is a natural choice for us as we expand our smart AIoT ecosystem and fulfill our mission of letting everyone in the world enjoy a better life through innovative technology. ” Lei Jun said.

About Xiaomi Corporation

Xiaomi Corporation was founded in April 2010 and listed on the Main Board of the Hong Kong Stock Exchange on July 9, 2018 (1810.HK). Xiaomi is an internet company with smartphones and smart hardware connected by an Internet of Things (IoT) platform at its core.

With an equal emphasis on innovation and quality, Xiaomi continuously pursues high-quality user experience and operational efficiency. The company relentlessly builds amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology. 

Xiaomi ranked 3rd globally in terms of smartphone shipments in the fourth quarter of 2020. The company has also established the world’s leading consumer AIoT (AI+IoT) platform, with 324.8 million smart devices connected to its platform, excluding smartphones and laptops. Xiaomi products are present in more than 100 countries and regions around the world. In August 2020, the company made the Fortune Global 500 list for the second time, ranking 422nd, up 46 places compared to 2019. It also ranked 7th among internet companies. 

Xiaomi is a constituent of the Hang Seng Index, Hang Seng China Enterprises Index, Hang Seng TECH Index and Hang Seng China 50 Index.

Introducing Mi MIX FOLD, Xiaomi’s first foldable smartphone

Boasting a series of world firsts with Xiaomi’s Surge C1 ISP and a Liquid Lens, Mi MIX FOLD sets a new milestone for the smartphone industry

Beijing, CHINA, March 30th – Xiaomi officially launched its first foldable smartphone, Mi MIX FOLD, at the Spring 2021 New Product Launch that previously saw the announcement of Mi 11 Pro and Mi 11 Ultra. Equipped with a large 8.01” WQHD+ resolution flexible internal display and a 6.52” external display, this innovative new device  touts the largest foldable display on any smartphone to date. The device boasts even more firsts, debuting Xiaomi’s own Surge C1 Image Signal Processor optimized for professional photography, and sporting the first Liquid Lens seen in a smartphone. 

Mi MIX FOLD offers a premium experience with a quad-speaker setup, a 5,020mAh battery, and 67W turbo charging support. It is also yet another major milestone for Xiaomi, introducing a number of technological breakthroughs with a laser focus on consumer experience.

Largest in the industry: 8.01” foldable smartphone display

As Xiaomi’s first foldable smartphone, Mi MIX FOLD adopts a U-shaped hinge design, which has greatly improved weight and reliability. The weight is reduced by up to 27% compared to other foldables.The device underwent 200,000 bends in reliability testing and up to 1 million bends in extreme reliability testing.

Equipped with a flexible 8.01” WQHD+ resolution OLED display, Mi MIX Fold offers an ultra-large 4:3 aspect ratio, making it not only the largest foldable smartphone display currently on the market, but also putting it above some tablets in size. Offering the unique charm of a foldable smartphone with its tablet-sized display in a small and compact package, Mi MIX FOLD provides an unrivalled experience for both work and play.

Mi MIX Fold inherits the outstanding display quality of Xiaomi’s flagship smartphones, that begins with excellent color performance. The device’s 1 billion color display has been meticulously tuned by Xiaomi’s own color calibration algorithm, enabling it to achieve an impressive color accuracy of JNCD≈0.29 and ΔE≈0.35. Reaching 900 nits peak brightness and 600 nits overall brightness, the display provides comfortable viewing in various settings, while the 4,300,000:1 color contrast ratio, Dolby Vision® and HDR10+ support and DCI-P3 color gamut combine to create highly dynamic and life-like images in vivid color.

In addition to the internal display, Mi MIX FOLD sports a 6.52” external AMOLED display, also the biggest on any foldable smartphone yet. With a 90Hz refresh rate, 180Hz touch sampling rate and HD+ resolution, this display offers quick and smooth user experience with great sharpness and detail. The display reaches a 27:9 aspect ratio and boasts top color accuracy of JNCD≈0.55 and ΔE≈0.52. Finally, with 900 nits peak brightness, 700 nits overall brightness, and HDR10+ support, the display offers excellent viewing angles, depth and color contrast.

Powered by Xiaomi’s own AI algorithm, Mi MIX FOLD’s external and internal displays can generate images and videos in super resolution, and are even capable of doubling the resolution of pictures from 720p to 1440p. For video, the AI algorithm triples the resolution, enhancing the quality from 480p to 1440p.

World’s first smartphone with quad speakers, SOUND BY Harman Kardon

Having received widespread acclaim for its dual speakers on previous devices, Xiaomi further elevated the sound system on Mi MIX FOLD by creating the first ever smartphone quad speakers setup. The symmetrically designed dual 1216 speakers are positioned on either side of the screen and boast a large 0.65mm amplitude and 1.34cc-equivalent sound cavity. The speaker’s innate properties are strengthened by 15V Smart PA which drives the sound level up to 40% louder than that of Mi 10 Pro. Mi MIX FOLD inherits the legacy of the Mi 11 series with professional grade tuning through SOUND BY Harman Kardon.

Mi MIX FOLD is the industry’s first smartphone to adopt true panoramic surround sound. Using Xiaomi’s own quad-speaker array algorithm, the device can realize 3D spatial audio field playback, which builds an additional sound dimension on top of the foundational dual speakers, creating a true 3D spatial audio listening experience.

The most powerful foldable system for high productivity and immersive entertainment

Powered by Dolby Vision and a quad-speaker 3D panoramic sound system, Mi MIX FOLD is an absolute beast for viewing content, offering an immersive viewing experience with vivid colors, full-bodied sound quality and a super large display surface. The device also supports multi-window, allowing you to watch up to four videos in different windows on the display at the same time.

Mi MIX FOLD also offers a completely unrivalled gaming experience on a mobile device. At 8.01” in size, the device has more vertical space giving a much wider field of view than traditional smartphones.The bigger the screen, the better the work! Mi MIX FOLD’s super large display is the ultimate productivity booster for busy people on the go, supporting a wide range of highly practical work tools such as split screen, multi-screen drag and drop, parallel windows, Desktop mode, AI meeting assistant and many more.

World debut of Liquid Lens camera and Xiaomi’s Surge C1 image sensing processor

Mi MIX FOLD debuts the Surge C1 processor – a professional image processing chip developed by Xiaomi. The product of two years of development and RMB 140 million in R&D investment, this chip provides exceptionally high performance while occupying low CPU and storage space. This enables it to service an improved 3A algorithm and low-light focus capabilities for more accurate auto focus, auto exposure and auto white balance, significantly improving image quality. 

Mi MIX FOLD is also the world’s first smartphone with Liquid Lens technology, opening the era of bionic photography. The liquid lens uses the principle of human eye bionics, forming a lens-like structure with a transparent fluid wrapped in film, very different from traditional optical lenses. The radius of curvature of the spherical surface can be accurately changed thanks to a high-precision motor based on Xiaomi’s self-developed technology, which allows for 3X optical zoom, up to 30X telephoto, and a minimum focus distance of 3cm. One lens virtually covers functions of two lenses. You can shoot micro-details up close, and gaze at magnificent rivers and mountains from a distance. The Liquid Lens also offers high light transmittance, ultra-low dispersion and excellent resistance to extreme environments. It can maintain the fluid form in an environment from a low of -40°C to a high of 60°C, ensuring stable, long-lasting, and high-quality optics.

In addition, Mi MIX FOLD is also equipped with a 108MP pixel main camera and a 13MP ultra-wide angle camera with an impressive 123° field of view. The 108MP pixel main camera is equipped with a 7P lens, which can directly output 108MP pixel high-definition photos. The 123° ultra-wide angle camera supports smart switching, allowing an astounding field-of-view when shooting buildings and scenery. At the same time, AI ultra-wide angle distortion correction is used to effectively improve the edge distortion of the picture. Not only can it eliminate the edge distortion of landscapes, it can also correct distortion on faces in ultra-wide group photos.

5,020mAh folding screen largest battery, 100% charged in 37 minutes1

Mi MIX FOLD has a built-in 5,020mAh battery, offering the largest battery capacity among most foldables currently on the market. It uses Xiaomi’s patented new dual-battery parallel architecture, which consists of two batteries with a capacity of 2,460mAh and 2,560mAh. The special structure in parallel allows for incredible 10A current output providing powerful thrust for the smartphone’s four speakers.

On top of that, Mi MIX FOLD also supports 67W fast charging. Through the custom-made three IC chipsets and the parallel combination of two super-efficient charge pumps, a conversion rate of up to 97.5% can be achieved, allowing the phone to fully charge in 37 minutes1. Also introduced on the Mi MIX FOLD is CNT battery technology, which promotes safer and quicker charging while prolonging the battery’s lifespan. 

Revolutionary Butterfly cooling system and flagship performance without hiccups

Mi MIX FOLD is equipped with the latest generation flagship mobile processing platform Qualcomm® Snapdragon™ 888. The most advanced 5nm process improves mobile platform’s CPU, GPU, and AI performance while lowering power consumption. Brand new 3,200MHz LPDDR5 storage, combined with UFS 3.1 high-speed flash memory, further supplement Snapdragon 888’s flagship performance.

In order to efficiently use the area of ​​its folding body, Mi MIX FOLD adopts a butterfly-type cooling system, which integrates large-area VC liquid cooling, thermal gel, multilayer graphite sheets and other heat dissipation methods.The total heat dissipation area is as high as 22,583.7mm², which evenly distributes excessive heat and cools down the entire device, greatly improving the heat dissipation capacity during high-load computing operations, fast charging, and 5G high-speed downloads. Efficient heat dissipation allows Mi MIX FOLD to perform consistently and without hiccups.

Mi MIX FOLD is offered in a Standard and Ceramic Special Edition. The standard version uses the fifth-generation Corning® Gorilla® Glass back cover with ceramic texture. The ceramic edition features a gold middle frame and volume buttons, as well as a black ceramic back with special laser engraving. 

The smartphone will be priced at RMB 9,999 or 12GB+256GB, RMB 10,999 for 12GB+512GB and RMB 12,999 for the 16GB+512GB version. 

Pre-orders for Mi MIX Standard Edition and Ceramic Special Edition will be open on March 30. 

Mi MIX FOLD will be officially available for purchase from April 16 in Mainland China via official Xiaomi channels.

Mi MIX FOLD quick specs:

Mi MIX FOLD
Internal display8.01” flexible OLED
4:3 aspect ratio
WQHD+  resolution, 1 billion colors, DCI-P3 
60 Hz refresh rate; 120Hz touch sampling rate
900nits peak brightness, 600nits overall brightness
4,300,000:1 contrast ratio
HDR10+, Dolby Vision
JNCD≈0.29 and ΔE≈0.35
Supports MEMC
External display6.5” AMOLED display
90Hz refresh rate, 180Hz touch sampling rate
27:9 screen ratio, 2520 x 840 resolution
900nit peak brightness, 700nit overall brightness
TrueColor display, JNCD≈0.55 ΔE≈0.52
Super Resolution, both for video and images
HDR10+
ConnectivityDual 5G stand-by, Wi-Fi 6
ProcessorQualcomm® Snapdragon™ 888
StorageLPDDR5 3200MHz + UFS 3.1
Cooling systemButtery cooling system – VC chamber + Bionic-structure graphene + thermal gel + multilayer graphite sheet
Rear cameraSelf-developed Surge C1 image processing chip
108MP HM2 primary sensor, 1/1.52”, 7P, 2.1μm (9-in-1)large pixels
The world’s first liquid lens, 8MP, 80mm equivalent focal length, 3cm minimum focusing distance
123° ultra-wide angle lens, 13MP, F2.4 aperture 1.12μm
Front camera20MP front camera
AudioQuad speakers 3D panoramic sound system
Dual 1216 speakers
SOUND BY Harman Kardon
SecuritySide fingerprint unlock (2-in-1 power button)
Battery5,020mAh double-cell design
Charging67W wired turbo charging
37 min to 100%1
OSMIUI 12 based on Android 10
ColorsBlack, Ceramic Special Edition
Dimensions&WeightExtended: 173.27mm x 133.38mm x 7.62mm
Folded: 173.27mm x 69.8mm x 17.2mm
Black:317g
Ceramic Special Edition:332g

1 Data from Xiaomi Labs.

Product images available here:Mi MIX FOLD

About Xiaomi Corporation

Xiaomi Corporation was founded in April 2010 and listed on the Main Board of the Hong Kong Stock Exchange on July 9, 2018 (1810.HK). Xiaomi is an internet company with smartphones and smart hardware connected by an IoT platform at its core.

With an equal emphasis on innovation and quality, Xiaomi continuously pursues high-quality user experience and operational efficiency. The company relentlessly builds amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology.

Xiaomi is currently the world’s fourth-largest smartphone brand, and has established the world’s leading consumer IoT platform, with 252 million smart devices connected to its platform, excluding smartphones and laptops. Xiaomi products are present in more than 90 countries and regions around the world.

In July 2019, the company made the Fortune Global 500 list for the first time, ranking 468th among all, and 7th among internet companies. Xiaomi is the youngest company on the 2019 Fortune Global 500 list. In May 2020, the company made the Forbes Global 2000 List again and its ranking jumped to 384th.

Xiaomi Unveils New “Alive” Branding Identity

March 30, 2021, Beijing, CHINA – Global technology leader Xiaomi today announced a refreshed new corporate visual identity, fusing oriental philosophy with the design concept of “Alive”. This new branding aims to further strengthen Xiaomi’s foothold in the premium market, while raising brand awareness with its audiences through its new dynamic logo.

Designed by Kenya HARA

Xiaomi’s brand new logo was designed by a world-renowned designer, professor of Musashino Art University and the President of the Nippon Design Center (NDC), Kenya HARA. Adopting a softer, rounder contour on the corners of the previously squared logo, along with redesigned “MI” typography, the new logo is now more aesthetically pleasing. Corporate color remains orange to continue to convey the liveliness and youthfulness of Xiaomi. Black and silver will also be used as supplemental colors to accommodate high-end product line applications.

Kenya HARA used the “superellipse” mathematical formula when designing the logo of Xiaomi. While there are infinite options between a square and a perfect circle, the designer achieved a visually optimal dynamic balance by adjusting the variables in the formula. Using n=3 struck the perfect balance between a square and a circle, epitomizing the core aspect of “Alive”, resulting in the brand new Xiaomi logo we see now. Compared with a right-angled object, a circle is a shape that is more agile, which is the perfect representation of Xiaomi’s flexibility, relentlessness and its will to move forward.

Infusing philosophical thinking into new design 

Kenya HARA proposed a very crucial design concept for Xiaomi – Alive. He believes Xiaomi’s innovative technology has brought convenience and offers people the ability to have optimal control of their lives, and can accommodate any changes in the environment. “Alive” interprets Xiaomi’s philosophy from a visual perspective, giving the brand a visual image full of life: people are alive – technology is created by people – technology, thus, is also alive. Technology will always serve the needs of life.

Dynamic logo placement – a logo that feels “Alive”

Xiaomi adopts a new dynamic logo format for the first time, disrupting the traditional rules of brand logo usage of the past. The new logo is not fixed at the four corners of the square, instead, it adapts to content and is placed at the most suitable position. The new dynamic logo further embraces the philosophical thinking, making the logo truly come “Alive”.

The concept of Alive is Xiaomi’s thinking and response to the turning point in the era of intelligent interconnectivity. As a technology company, Xiaomi is committed to bringing more innovations around the world and it is essential for the brand to grow along with its users. As Xiaomi is growing at a rapid pace, the brand is also making more friends along the way. Xiaomi is ushering into a new decade as it expands its presence from the masses to premium users, from technology to art space, from online to offline and all over the world. This new brand identity will propel Xiaomi forward in the upcoming decade.

About Xiaomi

Xiaomi Corporation was founded in April 2010 and listed on the Main Board of the Hong Kong Stock Exchange on July 9, 2018 (1810.HK). Xiaomi is an internet company with smartphones and smart hardware connected by an Internet of Things (IoT) platform at its core.

With an equal emphasis on innovation and quality, Xiaomi continuously pursues high-quality user experience and operational efficiency. The company relentlessly builds amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology. 

Xiaomi ranked 3rd globally in terms of smartphone shipments in the fourth quarter of 2020. The company has also established the world’s leading consumer AIoT (AI+IoT) platform, with 324.8 million smart devices connected to its platform, excluding smartphones and laptops. Xiaomi products are present in more than 100countries and regions around the world. In August 2020, the company made the Fortune Global 500 list for the second time, ranking 422nd, up 46 places compared to 2019. It also ranked 7th among internet companies. 

Xiaomi is a constituent of the Hang Seng Index, Hang Seng China Enterprises Index, Hang Seng TECH Index and Hang Seng China 50 Index.

Xiaomi Expands Mi 11 Series Lineup in Global Mega Launch

Debuting Mi 11 Ultra, Mi 11 Lite 5G/Mi 11 Lite and Mi 11i along with Mi Smart Band 6 and Mi Smart Projector 2 Pro in global markets

Beijing, CHINA, March 29, 2021 – Global technology leader Xiaomi today announced the release of three breathtaking smartphones in its Mi 11 series: Mi 11 Ultra, Mi 11i, and Mi 11 Lite 5G and Mi 11 Lite (4G). Alongside were presented two new ecosystem products, Mi Smart Band 6 – the latest edition of Xiaomi’s ultra-popular fitness wearable, as well as the brand new smart home cinema – Mi Smart Projector 2 Pro. Xiaomi keeps expanding its suite of smart life offerings, making new experiences available to global consumers and making life more convenient. 

  • Mi 11 Ultra – Xiaomi’s top-of-the-line flagship revolutionizing smartphone photography and videography
  • Mi 11i – Sleek performance powerhouse merging superb display with Dolby Atmos® 
  • Mi 11 Lite 5G and Mi 11 Lite – Ultra-slim and feather-lite smartphone built to complement your style
  • Mi Smart Band 6 – Latest iteration of the world’s best-selling smart band featuring a large 1.56” display, SpO2 measurement capabilities1and more fitness models
  • Mi Smart Projector 2 Pro – A new type of home cinema with FHD and HDR10 support, Omni-directional keystone correction, and smart connectivity

Mi 11 Ultra: Xiaomi’s top-of-the-line flagship revolutionizes smartphone photography and videography

Mi 11 Ultra marks a major milestone in professional smartphone photography and videography continuing the pioneering legacy of Mi 10 Ultra. An enthusiast powerhouse with Xiaomi’s most powerful pro-grade triple camera setup to date, powerful Qualcomm® Snapdragon™ 888 mobile platform, gorgeous quad-curved 120Hz AMOLED display, revolutionary 67W wired and wireless turbo charging (100% charge in 36 mins2) – Mi 11 Ultra is not only a real pocket-sized film studio, but a premium flagship with all the attributes needed to please even the most demanding power user. All of the phone’s three lenses support 8K 24fps video, ensuring excellent picture quality and accurate, dynamic light and shadow representation. Its display offers a true-to-life viewing experience with Dolby Vision®, HDR10+ and 1.07 billion color representation support. Mi 11 Ultra also features a one-of-a-kind 1.1” AMOLED rear display doubling as an always-on display, notification window, a preview screen for selfies and more. 

Mi 11 Ultra is yet another proof of Xiaomi’s commitment to continuous innovation marking a breakthrough in a number of key smartphone technologies from camera to charging. It is also a bold experiment in smartphone form factor, bringing in a futuristic shape all its own, that is impossible to mistake for anything else.

Mi 11 Ultra will be available starting at a recommended retail price of EUR 1,199 for 12GB + 256GB variant. Full press release available here.

Mi 11i: Sleek performance powerhouse merges superb display with Dolby Atmos® audio

Mi 11i offers an outstanding flagship-level performance with the powerful Qualcomm® Snapdragon™ 888 mobile platform. Its advanced 5nm process technology offers higher performance while demanding less energy. The device shines with a fresh new look and slim and compact design. Contrary to the Mi 11 and Mi 11 Ultra, Mi 11i features a flat screen display while its premium glass body, 7.8mm thickness and redesigned side-mounted fingerprint scanner offer a more comfortable grip and feel for the user. Its 6.67” AMOLED DotDisplay boasts one of the smallest punch hole front camera cutouts at 2.76mm. HDR10+ support, 120Hz refresh and 360Hz touch sampling rates as well as dual speakers and Dolby Atmos®  – a first for Xiaomi smartphones –  allow for an unparalleled audio/visual experience. Large 4,520mAh battery with support for 33W fast charging keeps the device powered up throughout the day so you can kiss low battery anxiety goodbye. 

Mi 11i will be available starting at a recommended retail price of EUR 649 for 8GB + 128GB variant, and EUR 699 for 8GB + 256GB variant, respectively. Full press release available here.

Mi 11 Lite 5G and Mi 11 Lite: Ultra-slim and feather-lite smartphone built to complement your style

Designed for young trendsetters, Mi 11 Lite 5G and Mi 11 Lite come with an ultra-slim light design, weighing no more than 159g and just 6.81mm thin to offer a more comfortable and lightweight in-hand feel. Both phones tout a triple rear camera array with a 64MP main camera, and with one-click AI cinema modes, the devices provide a nimble and user-friendly experience that enables anyone to take professional grade pictures and videos with minimal effort. Mi 11 Lite 5G and Mi 11 Lite are works of beauty with true craftsmanship and a rich color palette. In addition, Mi 11 Lite 5G debuts the newly announced Qualcomm® Snapdragon™ 780G3 , ensuring powerful performance and utmost productivity. 

Starting from a recommended retail price of EUR 369, Mi 11 Lite 5G comes in two variants, 6GB+128GB and 8GB+128GB. Mi 11 Lite starts at a recommended retail price of EUR 299 and comes in 6GB+64GB and 6GB+128GB storage options. Full press release available here.

Keeping Users One Step Ahead with Mi Smart Band 6

Being the latest edition to Xiaomi’s most popular wearable line, the all-new Mi Smart Band 6 sports a stunning 1.56’’ large full screen AMOLED display that offers 326PPI crystal-clear resolution and approximately 50% more screen space than its predecessor4. This perfect workout companion doubled its fitness mode options to include a total of 30 fun and challenging workout types while also offering auto-detection for 6 common fitness activities. It also incorporates an array of health functions, including SpO2 measurement, heart rate monitoring, enhanced sleep tracking functions and more1

Mi Smart Band 6 will be available starting at a recommended retail price of EUR 44.99. Full press release available here.

Mi Smart Projector 2 Pro – Putting the “Smart” in Smart Home Cinema

Mi Smart Projector 2 Pro brings cinematic adventures to users’ homes. It offers an outstanding 1920 x 1080 FHD picture quality, up to 1300 ANSI lumens high brightness, and HDR10 support for enhanced color contrast. It also sports in-built 10W speakers with DTS-HD and Dolby Audio™ support for stunning audio performance. The device supports Omni-directional keystone correction, taking the fastidious job of positioning the screen out of the user’s hands. Running on the Android TV™ system, Mi Smart Projector 2 Pro offers endless entertainment and is enabled with Chromecast and Google Assistant support5. The voice command capability puts the device a new hub to users’ connected homes. 

Mi Smart Projector 2 Pro will be available at a recommended retail price of EUR 999. Early bird price starting from EUR 899.  Full press release available here.


Price and availability may vary between markets, detailed sales information please refer to your local mi.com.  

  1. The SpO2 feature should not be used or relied on for any medical purposes. All data and tracking should be used for personal reference only.
  2. Data from Xiaomi Labs.
  3. Only Mi 11 Lite 5G is powered by Qualcomm® Snapdragon™ 780G 5G Mobile Platform, Mi 11 Lite features
    Qualcomm
    ® Snapdragon™ 732G.
  4. The display size of Mi Smart Band 6 is approximately 50% larger compared to Mi Smart Band 5. Data obtained from Huami labs.
  5. Android TV, Chromecast are all trademarks of Google LLC. 

High-res product images can be found here: Mi 11 Ultra, Mi 11i, Mi 11 Lite 5G, Mi 11 Lite, Mi Smart Band 6, Mi Smart Projector 2 Pro.


About Xiaomi Corporation

Xiaomi Corporation was founded in April 2010 and listed on the Main Board of the Hong Kong Stock Exchange on July 9, 2018 (1810.HK). Xiaomi is an internet company with smartphones and smart hardware connected by an Internet of Things (IoT) platform at its core.

With an equal emphasis on innovation and quality, Xiaomi continuously pursues high-quality user experience and operational efficiency. The company relentlessly builds amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology. 

Xiaomi ranked 3rd globally in terms of smartphone shipments in the fourth quarter of 2020. The company has also established the world’s leading consumer AIoT (AI+IoT) platform, with 324.8 million smart devices connected to its platform, excluding smartphones and laptops. Xiaomi products are present in more than 100 countries and regions around the world. In August 2020, the company made the Fortune Global 500 list for the second time, ranking 422nd, up 46 places compared to 2019. It also ranked 7th among internet companies. 

Xiaomi is a constituent of the Hang Seng Index, Hang Seng China Enterprises Index, Hang Seng TECH Index and Hang Seng China 50 Index.


Xiaomi Global Debut the Latest Addition to its Popular Wearable Line: Mi Smart Band 6

Also announced a brand new home entertainment product, Mi Smart Projector 2 Pro

Beijing, CHINA, March 29, 2021 – Global technology leader Xiaomi unveiled a stellar list of smart products during its 2021 New Product Launch today, further expanding its wearable and home entertainment offerings. Built on its Smartphone x AIoT strategy, Xiaomi is thrilled to present Mi Smart Band 6, the latest edition of its best-selling wearable product line, to both China and global audiences. The brand also brought a brand-new home entertainment addition to its prolific global ecosystem product catalog – Mi Smart Projector 2 Pro.   

Mi Smart Band 6: One Step Ahead 

As the world’s number one wearable band brand1, Xiaomi continues to provide amazing products that stay at the forefront of the rapidly changing industry. With our ever-evolving wearable products, Xiaomi empowers users to also stay one step ahead in adopting a more active lifestyle and becoming a better version of themselves. The latest addition to Xiaomi’s widely acclaimed Mi Smart Band series is built upon that mission. Notable innovative features include:

1.56’’ Stunning Full Screen Touch Display: Built upon a long legacy of functional style, the all-new Mi Smart Band 6 is upgraded with a stunning 1.56’’ large full screen AMOLED touch display. The unique, running-track-shaped screen offers 326PPI crystal-clear resolution and approximately 50% more screen space than its predecessor2, providing users with unprecedented visibility for quick viewing of key stats and daily notifications when on the go or during an intense workout. It also supports customizable band faces with over 60 themes for users to play with and personalize for their everyday style. 

Extensive Choice of Exercise Modes: Designed with a fitness tracker at its core, Mi Smart Band 6 doubles its fitness mode options to include a total of 30 fun and challenging workout types. Users can now enjoy more indoor training like stretching and HIIT, try out professional sports like gymnastics, or even play with fun activities, such as Zumba and street dancing. It also offers auto-detection for 6 common fitness activities to ensure key stats for sporadic bouts of activity throughout the day are accurately recorded and factored into daily activity metrics.

All-encompassing Health Tracking Features: Mi Smart Band 6 takes your day-to-day health tracking seriously with a host of enhanced health monitoring features. This new edition features SpO2 measurement3, accurate heart rate monitoring, as well as an enhanced sleep tracking function that monitors naps, sleep cycles including REM and sleep breathing quality. The product also comes with stress monitoring, a deep breathing guidance function, as well as female health tracking to provide users with comprehensive health insights into their body and lifestyle.  

The perfect workout companion, Mi Smart Band 6 provides 14 days of battery life4 and a handy magnetic port for quick clip-on and clip-off charging. Certified to 5 ATM water resistance, Mi Smart Band 6 can be worn when swimming, snorkeling, and even showering. The device comes with soft and comfortable straps in a choice of 6 vibrant colors5.

Mi Smart Projector 2 Pro: Your Smart Home Cinema 

FHD Resolution Coupled With High Brightness and HDR10 Support: The newly announced Mi Smart Projector 2 Pro features outstanding 1920 x 1080 FHD picture quality with an adjustable 60” to 120’’ screen size. To simulate a true cinema environment at home, Mi Smart Projector 2 Pro sports a 0.47” DMD chip to reach a maximum brightness of 1300 ANSI lumens. The visuals are further elevated with HDR10 support delivering a high contrast ratio and crisp colors for captivating viewing. 

10W Speaker With DTS-HD and Dolby Audio Support: Mi Smart Projector 2 Pro comes with built-in 10W speakers using dual tweeters and dual full-range woofers. With the addition of DTS-HD and Dolby Audio support, the projector delivers crystal clear audio quality across all audio sources. The projector can also be used as a standalone speaker by enabling seamless connection to an audio source via Bluetooth.

Omni-directional Autofocus and Senseless Instant Autofocus: To take the fastidious job of positioning the screen out of the user’s hands, Mi Smart Projector 2 Pro performs Omni-directional keystone correction, which automatically aligns the screen dimensions to form a perfect rectangle on the wall from any directions within 40 degrees, without any distortion. With ToF sensor and camera focus capabilities, the device also automatically brings the picture into sharp focus in as little as 2 seconds.

The New Center of a Smart Home: Running on the certified Android TVoperating system, Mi Smart Projector 2 Pro offers an endless array of viewing content, games, and applications, delivered through a user interface that is intuitive and easy to navigate. Netflix is pre-installed and viewers can easily cast their own content using Chromecast. With built-in Google Assistant, viewers can not only switch between shows using just their voice, but also control connected smart devices, unlocking a seamless smart home experience through this new type of smart home hub.6

Mi Smart Band 6 will be available for purchase from Xiaomi official or authorized channels at a recommended retail price of EUR 44.99.

Mi Smart Projector 2 Pro will be sold at a recommended retail price of EUR 999, and early pricing from EUR 899.7 

  1. Source: Canalys Wearable Band Estimates, basic band category, Q4 2020.
  2. The display size of the Mi Smart Band 6 is approximately 50% larger compared to Mi Smart Band 5. Data obtained from Huami labs.
  3. The SpO2 feature should not be used or relied on for any medical purposes. All data and tracking should be used for personal reference only.
  4. Tested in Huami laboratories, actual results may vary.
  5. Availability may vary between markets.
  6. Google Assistant, Chromecast and Android TV are all trademarks of Google LLC.
  7. Price and availability may vary between markets, detailed sales information please refer to your local mi.com.


Product images please refer to Mi Smart Band 6, Mi Smart Projector 2 Pro. 

About Xiaomi Corporation

Xiaomi Corporation was founded in April 2010 and listed on the Main Board of the Hong Kong Stock Exchange on July 9, 2018 (1810.HK). Xiaomi is an internet company with smartphones and smart hardware connected by an Internet of Things (IoT) platform at its core.

With an equal emphasis on innovation and quality, Xiaomi continuously pursues high-quality user experience and operational efficiency. The company relentlessly builds amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology. 

Xiaomi ranked 3rd globally in terms of smartphone shipments in the fourth quarter of 2020. The company has also established the world’s leading consumer AIoT (AI+IoT) platform, with 324.8 million smart devices connected to its platform, excluding smartphones and laptops. Xiaomi products are present in more than 100 countries and regions around the world. In August 2020, the company made the Fortune Global 500 list for the second time, ranking 422nd, up 46 places compared to 2019. It also ranked 7th among internet companies. 

Xiaomi is a constituent of the Hang Seng Index, Hang Seng China Enterprises Index, Hang Seng TECH Index and Hang Seng China 50 Index.

Open Letter from our Chairman

Dear valued investors and friends,

It is my great honor to report another set of stellar results in what was an exceptional year for us.

We have released our annual results for the year ending on December 31, 2020. Aside from reporting achieved during the year, I believe it is equally important for us to share our plans and prospects for the new decade.

A key component of our success is our resolute belief in providing value to the user

In 2020, Xiaomi posted a solid performance amid the pandemic and global economic headwinds, with revenue and adjusted net profit growing 19.4% and 12.8% year-over-year to RMB245.9 and RMB13 billion respectively. We have also achieved all-time-high figures across all performance metrics, outpacing our global peers in terms of shipments growth and maintaining a leading position in mainland China’s smart TV market.

We owe such growth to the support and recognition from our valued users. The year 2020 marks the tenth year of our development. The successes of our entrepreneurial experience over the past ten years are built on our respect for our users and putting our users’ interests ahead.

Our successes have also been proven by our commitment to relentlessly build amazing products with honest prices. In order to achieve this, we had earlier promised to both existing and potential users that our net profit margin for our hardware business will not exceed 5% per year.

Just like in the past two years, I am proud to report that we have delivered on our promise and our net margin for our hardware business remained under 1% in 2020. Our dedication in treating our users fairly continues to strengthen.

While we continue to improve the competitiveness of our products and services, we have articulated a series of long-term well-crafted plans since last year to build a better community and facilitate improved communication with our users. This move will not only contribute to creating a closed ecosystem of users and internet traffic boosting our business model but it will also guide the evolution of our products and services. This shall be a priority and provide the foundation for our development in the next decade.

A solid foundation for Xiaomi’s development in the next decade

Thanks to a solid foundation, we have great confidence and a clear strategy to help us create a bright new decade.

Since 2016, we have stepped up our efforts in strengthening our foundation and have made significant improvements to our product capabilities while establishing a firm foothold in the premium market. In the meantime, we have initiated thorough management of our brand system and have been listed in BrandZ Top 100 Most Valuable Global Brands for two consecutive years, marking our remarkable success in dual-brand strategy for our smartphone business.

Our 7-year long exploration of overseas markets since 2014 has successfully brought our footprint to more than 100 countries and regions around the world, establishing a leading position and laying a solid foundation for growth in many key local markets, with our smartphone business ranking top three globally. In 2020, half of our revenue came from overseas markets, transforming Xiaomi into a truly global company.

Our new market-proven model in the “new retail” sector that combines online and offline businesses has been tried and tested since 2016, paving the way for a breakthrough in the offline channel. In 2021, we will expand Mi Homes to all counties in China. In addition, we have also made a breakthrough in Europe, opening new pathways for us to gain further market share globally.

We have taken over three years of development and restructuring since our IPO in 2018 to establish a robust corporate governance mechanism and a capable and dynamic management team. During this period, in addition to introducing a number of young and experienced executives from other organizations, we have also promoted young group executives and general managers internally. Such a dynamic team will provide strong, visionary leadership for our development over the next decade.

After more than four years of planning and validation since 2017, we established our core strategy of “Smartphone × AIoT” for the next new decade in August last year. Under the guidance of this strategy, smartphones will remain as the cornerstone of our business while our AIoT platform will center around smartphones to build up a smart living ecosystem and enlarge our user base. With the further integration of smart connectivity, our core strategy of “Smartphone × AIoT” will further add to the multiplier effect and help us access more application scenarios, acquire more users and deepen the economic moats of our business, allowing everyone in the world to truly enjoy a better life through innovative technology and also make Xiaomi a true leader among future lifestyle trendsetters.

Meanwhile, we will adhere to our “three guiding principles” for our business: “never cease to explore and innovate”, “continue to offer products with the best price-to-performance ratio”, and “always make the coolest products.”

Over the past three years, we have made significant progress in key technologies such as imaging, wired/wireless charging technology, AI and IoT platforms, establishing our leading position in the global industry. This is attributable to a strong and sustained investment in technology research and development. In 2020, our research and development expenses were approximately RMB10 billion and are expected to increase by more than 30% to over RMB13 billion this year. We will further expand our research and development team with over 5,000 engineers to be recruited this year.

Despite many unexpected difficulties, Xiaomi has reached new heights due to its continuous exploration and development over the past few years with its general management capabilities significantly enhanced. Xiaomi is striding into the future with high morale.

Embracing global uncertainties with continuous evolution

Over the past year, we have witnessed great uncertainty in the world. And in the years to come, such uncertainty is expected to be the new normal.

Such uncertainties present us not only with challenges but also present us with opportunities, such as the growth of the contactless economy and the huge boost it promises to bring to devices and communication services. The rebound in demand during the pandemic and the excellent performance of Xiaomi, both in mainland China and in overseas markets, as well as the support of our upstream and downstream partners, users and Mi Fans, have reinforced our confidence in future growth.

In 2021, we will continue to implement our core strategy of “Smartphone × AIoT” focusing on the smartphone market to seek greater breakthroughs while systematically developing “smart home” solutions and provide users with a more complete, convenient and thoughtful living experience. At the same time, we have a series of ambitious plans for the long-term to drive Xiaomi’s continuous evolution. In the coming days, you will witness the great changes they will bring.

As the saying goes, “Good timber does not grow with ease: The stronger the wind, the stronger the trees”. The more uncertain the times are, the more we will need to overcome unpredictable challenges. It takes greater courage to persist in our dreams, to keep pace with the times and stand by our users. To excel during such challenging times, a company should endeavor to adjust on a continuous basis, actively adapt its approach, be prepared to recalibrate and never cease to achieve advancements.

We may not be able to change the uncertainty of the world in the short-term but we can make the best of the situation by improving ourselves and influencing one another to embrace such uncertainties for a better future. The many who are constantly making advancements and improving themselves, including Xiaomi, will eventually change the world we live in and bestow upon us unending hope.

Thank you for believing in us, investing in us, and joining us in our journey to let billions of people around the world enjoy better life through innovative technology. I look forward to exploring and moving forward with you into the future.


Lei Jun

Chairman

March 24, 2021