POCO X3 NFC – The true mid-range champion

Offering top-of-the-line 120Hz screen, a massive 5,160mAh battery, and exactly the performance you need

Beijing, CHINA, September 7, 2020 — POCO, the industry-redefining smartphone brand, launched its latest device: POCO X3 NFC. Tailored for young tech and gaming enthusiasts, it adopts a unique finish-line design that screams power. The device puts performance above all else, offering only the most useful high-end specs with no frills at a fraction of the usual price.

Debuting Qualcomm’s newest and most powerful 700-series 4G processor – Snapdragon 732G – POCO X3 NFC boasts incredible performance that lasts up to two days on one charge, thanks to the handset’s large 5,160mAh battery. Meanwhile, the phone’s 120Hz+240Hz display creates an incredibly smooth and responsive experience superior to most flagships on the market.

Exactly the performance you need with the brand-new Qualcomm® Snapdragon 732G platform

As a perfect daily driver, POCO X3 NFC is all about incredible everyday use and an optimized gaming experience. Running on Qualcomm’s most powerful 4G processor to date, the Snapdragon™ 732G, POCO X3 NFC offers sustained peak performance and AI capabilities that will impress even the most demanding gamers thanks to its architecture based on the Kryo 470 octa-core CPU and Adreno™ 618 Elite Gaming series GPU. 

To ensure steady operation and frictionless user experience, the device embeds LiquidCool Technology 1.0 Plus, combining an enlarged copper heat pipe with multiple layers of graphite that work together to reduce the heat of the phone’s processor by up to 6 degrees1.

The phone’s incredible performance can be further optimized for gaming thanks to the latest iteration of Game Turbo 3.0, the utility that tunes the phone in accordance with game requirements, that ensures users get the most out of the handset’s powerful hardware. Additionally, the phone’s Z-axis linear motor ensures superb haptic feedback with over 150 vibration modes for different scenarios.

Exactly the immersion you need with 120Hz + 240Hz display and stereo speakers

In line with POCO’s original goal of making innovation available to everyone, POCO X3 NFC sports a stunning edge-to-edge 6.67” FHD+ DotDisplay with a staggering combination of a 120Hz refresh rate and a 240Hz touch sampling rate. 

POCO X3 NFC boasts one of the smoothest screens in its price category. The DynamicSwitch function allows the phone to save power by automatically switching  between 50, 60, 90 and 120Hz depending on the use case and the format of content displayed on the screen. This allows the phone’s refresh rate to go up for use cases like gaming and down for lighter operations like reading – thereby optimizing power usage

The 240Hz touch sampling rate further reinforces the phone’s extraordinary display capabilities, allowing it to beat most competition hollow. POCO X3 NFC boasts 33% faster response than most flagships currently on the market2, providing for an exceptionally satisfying user experience as well as giving users a noticeable competitive advantage even in the most sophisticated games. 

To ensure utmost immersion, the device also packs a pair of flagship-grade stereo speakers. The 4cc-equivalent upper speaker, 1cc-equivalent lower speaker, and up to 0.5mm vibration amplitude provide for crystal clear stereo sound and an absorbing gaming experience. Meanwhile, the speakers’ ability to self-clean ensures unmuffled audio in the long run. 

Exactly the photos you need with 64MP AI quad-camera system

POCO X3 NFC sports a top-notch rear quad-camera system consisting of a 64MP main camera, 13MP ultra-wide angle camera, 2MP macro camera and a 2MP depth sensor. 

The phone’s main camera is a flagship Sony IMX 682 sensor featuring an  ƒ/1.89 aperture and 1.6μm 4-in-1 Super Pixel that produces detailed and ultra-clear pictures. The 13MP ultra-wide angle camera boasts a 119° field of view propped up by ƒ/2.2 aperture and a 1.0μm pixel size, while the 2MP macro camera and depth sensor complete the setup offering extra functionality and reinforcing the main lens’ capabilities. 

On the front, the device sports a tiny dot 20MP camera with ƒ/2.2 aperture and 1.6μm 4-in-1 Super Pixel, ideal for taking unblemished selfies.

 For those trying to stand out from the crowd, POCO X3 NFC packs a slew of creative features including six kaleidoscope options, Gold vibes mode, Cyberpunk mode, numerous new photo filters, as well as AI Skyscaping 3.0, presenting new creative ways to brighten up users’ social media feed. 

Video enthusiasts can make use of the device’s 4K video recording as well as features including smooth video zoom, focus peaking and AE/AF lock. The included LOG/RAW format support and Vlog mode not only ensure that users can capture their most important moments in utmost quality, but also turn the phone into a semi-professional workstation for video content production.

Exactly the battery life you need with 5,160mAh and 33W fast charging

Top level specs are no use without a battery that lasts. To guarantee that users can enjoy all of its amazing features, POCO X3 NFC is equipped with a large 5,160mAh(typ) battery that lasts over two days under moderate usage. The handset supports 33W fast charging which not only means that the device can be charged to 100% in only 65 minutes, but also that a mere 30 minutes will fill it up to 62%1.

The increased charging speed is achieved through Middle Middle Tab (MMT) technology. In conventional batteries, the electric current is coming from the bottom of the module, filling it upwards, thus resulting in considerably slower charging speed. Middle Middle Tab (MMT) technology is based on an innovative method in which the battery receives the electric current from the middle and spreads it simultaneously to the top and bottom of the module. This allows for faster and more consistent charging speed, while also ensuring battery longevity, compared to traditional layouts.

POCO X3 NFC comes in two variants – 6GB+64GB and 6GB+128GB. Both will be available for purchase online starting tomorrow at an early bird price of EURO 199 and EURO 249 respectively.

6GB+64GB: Recommended retail price at EUR 229.
6GB+128GB: Recommended retail price at EUR 2693.

POCO X3 NFC Quick Specs:
Display 6.67” FHD+ LCD DotDisplay

20:9, 2400×1080, 395ppi

240Hz touch sampling rate

120Hz refresh rate

Color gamut: NTSC 84% (typ)

Contrast ratio: 1,500:1(typ)

Brightness: 450 nits (typ) / 380 nits (min)

TÜV Rheinland Low Blue Light certification


Wildvine L1 certified

Color Shadow Gray, Cobalt Blue
Dimensions 165.3mm x 76.8mm x 9.4mm, 215g
Network Support Dual SIM standby3

Wi-Fi 5

Processor Qualcomm® Snapdragon™ 732G

– Kyro 470 octa-core CPU,

– Adreno 618 GPU with select Elite Gaming features

Storage LPDDR4X RAM, UFS 2.1 storage
Cooling System LiquidCool Technology 1.0 Plus – Enlarged copper heat pipe + multiple layers of graphite, up to 6°C CPU temperature reduction
Rear Camera  64MP+13MP+2MP+2MP quad camera

64MP main wide sensor

Sony IMX682, 1/1.73“ sensor, ƒ/1.89, 1.6μm 4-in-1 Super Pixel, 6P lens, PDAF

13MP ultra-wide angle sensor, 119° FoV, ƒ/2.2, 1.0μm

2MP macro sensor, ƒ/2.4, 1.75μm, 4cm

2MP depth sensor, ƒ/2.4, 1.75μm

Up to 4K 30fps, video recording, AI Skyscaping 3.0, Night Mode, ShootSteady video, Vlog mode

Front Camera 20MP in-display front camera

ƒ/2.2, 1.6μm 4-in-1 Super Pixel

Connection Multifunctional NFC, IR blaster
Security Side-mounted fingerprint sensor
Battery & Charging 5,160mAh (typ) high-capacity battery

33W fast charging

33W in-box charger

USB Type-C

Audio Dual Stereo Speakers

4cc-equivalent 1012 upper speaker, open cavity

1cc-equivalent 1216 lower speaker

Maximum speaker vibration amplitude: 0.5mm

Hi-Res audio certification

3.5mm headphone jack

Motor Z-axis linear vibration motor
System MIUI 12 based on Android 10
Storage Variants 6GB+64GB


Product images available here.

1 Lab results. Results may vary based on individual conditions.
2 The number refers to displays with 180Hz touch sampling rate.
3 Pricing and availability may vary between markets.

About POCO

POCO is an independent smartphone brand under Xiaomi Group launched in 2018 by a highly-experienced and passionate team of smartphone industry professionals.

Its first release – POCO F1 – swiftly propelled the brand in popularity among tech enthusiasts and media, all thanks to its incredible performance. 

As part of its vision, POCO aims to bring ultimate performance and latest technologies to a larger user base by delivering only the innovations that truly matter, hence the motto “everything you need, nothing you don’t”. (more…)

Xiaomi achieves growth amid headwinds in 1H 2020, revenue and profit beat market consensus


Set to Tap Future Opportunities with Solid Position in Premium Markets

Embraces the Next Decade with Upgraded Core Strategy of “Smartphone X AIoT”

Hong Kong, August 26, 2020 — Xiaomi Corporation (“Xiaomi” or the “Group”; stock code:1810), an internet company with smartphone and smart hardware connected by an Internet of Things (“IoT”) platform at its core, today announced its unaudited consolidated results for the three and six months ended 30 June 2020 (“1H2020” or “the Period”).

1H 2020 Financial Highlights

  • Total revenue amounted to RMB103.24 billion, representing an increase of 7.9% year-over-year (“YoY”), beating market consensus;
  • Gross profit was approximately RMB15.26 billion, up 22.3% YoY;
  • Profit for the period was approximately RMB6.65 billion, up 29.3% YoY, beating market consensus;
  • Non-IFRS adjusted net profit was approximately RMB5.67 billion, down 0.7% YoY, beating market consensus;
  • Earnings per share was RMB0.279.

Q2 2020 Financial Highlights

  • Total revenue was approximately RMB53.54 billion, up 3.1% YoY and 7.7% quarter-on-quarter (“QoQ”);
  • Gross profit was approximately RMB7.70 billion, up 6.1% YoY and 1.9% QoQ;
  • Profit for the period was approximately RMB4.49 billion, up 129.8% YoY and 108% QoQ;
  • Non-IFRS adjusted net profit was approximately3.37 billion, down 7.2% YoY, but increased by 46.6% QoQ;
  • Earnings per share was RMB0.189.

Xiaomi Corporation said, “In the first half of 2020, despite the impact of COVID-19 and great global uncertainties, Xiaomi’s diversified business ecosystem has demonstrated its resilience, as both revenue and adjusted profits beat market consensus, while our operations continued to expand. We made the Fortune Global 500 list for the second time, ranking 422nd, up 46 places from last year. With 2020 being Xiaomi’s 10th anniversary, we have upgraded our core strategy to ‘Smartphone X AIoT’, with AIoT revolving around our core smartphone business, enabling us to lead the future way of smart living. Looking forward to the next decade, we will firmly adhere to our ‘three guiding principles’ – never cease to explore and innovate, continue to offer products with strong price-to-performance ratio, and seek to make the coolest products, so as to let everyone in the world enjoy a better life.”

Firmly Adhere to the “Three Guiding Principles” and Maintain Xiaomi’s Position in Premium Smartphone Market

Amid the challenges brought by COVID-19 on the global smartphone market, Xiaomi adhered to three guiding principles – “never cease to explore and innovate, continue to offer products with the price-to-performance ratio”. Revenue from the smartphones segment was RMB61.952 billion and RMB31.628 billion in the first half and second quarter of 2020 respectively, and the smartphone shipments reached 28.3 million units.

According to Canalys, in the second quarter of 2020, Xiaomi ranked 4th globally in terms of smartphone shipments, and its market share stood at 10.1%. In overseas markets, shipments of its premium smartphones, with retail price of €300 or more, went up by 99.2% YoY in the second quarter of 2020. Driven by the higher proportion of sales from mid- to high-end smartphones, the average selling price (“ASP”) of the Group’s smartphones increased by 11.8% YoY and 7.5% QoQ.

The Group insisted on implementing the dual-brand strategy and yielded significant results. Xiaomi’s 5G flagship smartphones, Mi 10 and Mi 10 Pro, were launched in February 2020, the shipments have exceeded one million units within only two months. In August 2020, Xiaomi launched the Mi 10 Ultra, which achieved a DXOMARK score of 130 for overall camera performance, once again ranking 1st globally at the time of launch. The sales have exceeded RMB400 million after 10 minutes of its debut.

The Redmi brand continued to make 5G technology accessible to the mass market. In June 2020, the Group launched the Redmi 9A series which priced from only RMB499. It then launched the Redmi K30 Ultra in August, sporting all-around premium features with prices starting from only RMB1,999.

It is worth mentioning that Xiaomi also launched its smart factory recently with a total investment amount of RMB600 million, opening up an era of smart and manufacturing at Xiaomi’s factories. The Mi 10 Ultra is the first mass-produced ultra-high-end model of the Xiaomi Smart Factory.

Upgraded Core Strategy of “Smartphone X AIoT” to Build a Smart Life

Revenue from the IoT and lifestyle products segment was RMB28.237 billion and RMB15.253 billion in the first half and second quarter of 2020, respectively. Xiaomi’s global TV shipments still amounted to 2.8 million units, achieving YoY growth despite a decline in the overall TV market. According to All View Cloud (“AVC”), in the second quarter of 2020, the Group’s TV shipments in mainland China ranked 1st for the 6th consecutive quarter and ranked among the top five globally.

In the second quarter, Xiaomi introduced two flagship products under the new Mi TV Master Series, further expanding its footprint in the premium market. In July 2020, the Group introduced its first OLED TV, Mi TV Lux 65OLED. In August 2020, it launched the second ultra high-end TV within the Mi TV Master SeriesMi TV LUX Transparent Edition, which is the world’s first mass-produced transparent TV.

To fulfill the various demands of the consumer worldwide, Xiaomi’s smart TVs entered more markets, including Poland, France and Italy during the second quarter. In July 2020, Xiaomi held its first global Xiaomi Ecosystem Product Launch and released a series of new products, including the Mi Smart Band 5 and Mi True Wireless Earphones 2 Basic.

Recently, Xiaomi Founder, Chairman and CEO Mr. Lei Jun distributed a letter to employee, announcing that Xiaomi’s core strategy will be upgraded to “Smartphone x AIoT” in the next decade to drive synergistic benefits, with smartphone remains as the cornerstone to the Group’s business, while AIoT will build a smart life around smartphones to let Xiaomi truly lead the future way of smart living.

As of June 30, 2020, the number of connected IoT devices (excluding smartphones and laptops) on Xiaomi’s IoT platform reached approximately 271.0 million units, representing a YoY increase of 38.3%. The number of users who have five or more devices connected to Xiaomi’s IoT platform (excluding smartphones and laptops) increased to over 5.1 million, representing a YoY growth of 63.9%. Meanwhile, the Mi Home App had 40.8 million MAU, representing a YoY increase of 34.1%, in which non-Xiaomi smartphone users accounted for 67.9%. In June 2020, our AI Assistant (“小愛同學”) had 78.4 million MAU, an increase of 57.1% YoY.

Xiaomi continued to strengthen the interconnectivity across products with the “Xiaomi Share” initiative. “Xiaomi Share” supports always-on access to music, video and voice calls when switching across multiple devices. In addition, the Group developed the multi-screen collaboration function, which support cross-device photographing and document editing. Going forward, the Group will continue to enhance the connectivity between smart devices, and offer more intelligent user experiences and application scenarios, thereby bringing global Xiaomi users to the forefront of future smart living.

Increasing Contribution of Diversified Internet Services to the Group’s Revenue

Revenue of the internet services segment amounted to RMB11.808 billion and RMB5.908 billion In the first half and second quarter of 2020 respectively. In the second quarter of 2020, the MAU of MIUI increased by 23.3% year-over-year to 343.5 million, while the mainland China MAU of MIUI was 109.7 million.

In the second quarter of 2020, advertising revenue increased by 23.2% YoY to RMB3.1 billion, driven by the rapid growth in overseas advertising revenue, as well as the gradual recovery in advertising budgets in mainland China. Internet services revenue outside of advertising and gaming from mainland China smartphones, including those generated from the Youpin e-commerce platform, fintech business, TV internet services and overseas internet services, increased by 39.5% YoY, accounting for 39% of its total internet services revenue.

In June 2020, MAU of Xiaomi smart TVs and Mi Box reached 32.0 million, an increase of 41.8% YoY. As of June 30, 2020, the number of paid subscribers increased by 33.1% YoY to 4.0 million.

Business in Overseas Markets Grows Steadily Despite Headwinds

Remains the 1st in Western Europe among major players by Smartphone Shipments Growth Rate

Revenue from overseas markets was RMB48.861 billion and RMB24.029 billion in the first half and second quarter of 2020 respectively. According to Canalys, in the second quarter of 2020, Xiaomi’s market shares in terms of smartphone shipments ranked among the top five in 50 countries and regions and reached the top three in 25 of these markets.

In the second quarter of 2020, according to Canalys, Xiaomi’s smartphone shipments grew by 64.9% YoY in Europe, achieving a total market share of 16.8%, ranking it in the top three for the first time. In Western Europe, the Group’s smartphone shipments grew 115.9% YoY, accounting for a 12.4% market share. The Group’s smartphone shipments in Spain grew by 150.6% YoY, ranking 1st for two consecutive quarters with a 36.8% market share. During the quarter, Xiaomi ranked 2nd in France and 4th in Germany and Italy, in terms of smartphone shipments.

In Eastern Europe, Xiaomi became the No.1 smartphone company in Ukraine and Poland in terms of smartphone shipments, with respective market shares of 37.1% and 27.5%. In addition, in the second quarter of 2020, the Group captured a market share of 30.7% by shipments in the Indian smartphone market. According to IDC, it retained the No.1 position in the Indian smartphone market for the 12th consecutive quarter.

Impact of the COVID-19 outbreak

In the second quarter of 2020, the COVID-19 pandemic affected Xiaomi’s global operations to varying degrees. In April and May 2020, several of the Group’s key markets implemented strict lockdown measures and the sales were greatly impacted. As business restrictions were gradually lifted, sales have recovered tangibly.

In India, strict lockdown measures were imposed starting in late March and our sales were significantly impacted during the lockdown period. As India gradually lifted the restrictions during the second quarter of 2020, consumer demand started to rebound. In July 2020, excluding India, the average daily number of overseas smartphone activations had reached 120% of the pre-pandemic level recorded in January.


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 is currently the world’s fourth-largest smartphone brand, and has established the world’s leading consumer IoT platform, with 271 million smart devices connected to its platform, excluding smartphones and laptops. Xiaomi products are present in more than 90 markets 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 last year. It also ranked 7th among internet companies on the list. In May 2020, the company made the Forbes Global 2000 List again, and its ranking jumped to 384th.

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

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


August 16 is a special day for Xiaomi — an open letter

Please scroll down for the Simplified Chinese version. 简体中文版本请见下方。


An open letter from Lei Jun (雷 军), Founder, Chairman and CEO of Xiaomi on the company’s plans in the next decade


Dear Xiaomi colleagues,

August 16 marks the 9th and 10th birthdays for Xiaomi’s first smartphone and first generation of MIUI operating system respectively. On this particular day, we would like to share a few important announcements regarding our next decade.

Firstly, over the next decade, Xiaomi will have an upgraded core strategy “Smartphone X AIoT”.

From the very beginning, our dream has been to “make the world’s best phones and sell them at half the price, so that everyone can afford them.”

Over the past decade, the smartphone business has been our core. In the foreseeable future, as a personal smart device with the single most significant market size, smartphones will continue to serve as a personal mobile computing hub for everyone. It is a control center with which everyone frequently interacts, and an accompaniment that stays with everyone. Smartphones are critical to our success, and is a cornerstone for our business model.

As such, I want to call on every Xiaomi colleague to show their utmost courage and determination, two values necessary for us to conquer this battlefield. In the meantime, our AIoT business will revolve around smartphones to build up a smart living ecosystem, amplifying our company’s reach.

As intelligent connectivity becomes more integrated into our lives, our “Smartphone X AIoT” core strategy will reap synergistic benefits. The relationship between our core smartphone business and AIoT ecosystem will be mutually beneficial, bringing about symbiotic changes beyond incremental benefits. Our AIoT business will help our smartphone business expand into more application scenarios, winning the hearts of more users, and eventually creating economic moats for our business model. This will truly let everyone in the world enjoy a better life through technology and make us truly lead the future way of living.

Secondly, the “three guiding principles” we will stick to over the next decade.

From our earliest days to becoming the youngest Fortune Global 500 company, we have achieved one miracle after another. Facing our next decade, when the world is faced with uncertainties and we are facing some unresolved issues as well as highly intense competition, how do we move forward and thrive?

Five days ago, I highlighted in my speech delivered in commemoration of the company’s 10th anniversary, that we will resolutely stick to “three guiding principles”:

  • We will never cease to explore and innovate, and bring everyone the most innovative technologies.
  • We will continue to offer products with the best price-to-performance ratio.
  • We will seek to make the coolest products.

We firmly believe that no matter what, the pursuit of technological innovations will always be the prerequisite for Xiaomi’s competitiveness; offering amazing products at accessible and honest prices is an evergreen strategy throughout economic cycles; and making the coolest products is inherent to our engineering culture. These three principles guarantee Xiaomi’s high quality growth ahead, and are our manifesto for the next decade.

Thirdly, over the next decade, we will be a start-up once more with a “Partnership Program” and the “New Decade Entrepreneur Program”

Since its early days, Xiaomi has set up a start-up and partnership culture. Over the past decade, we have attracted a lot of talents, resulting in a diligent and highly capable start-up team, energizing our fast growth with remarkable achievements along the way.

In the upcoming decade, we will once more become a start-up, and continuously replenish our talent pool to form strong teams. With this strong ownership and sense of dedication, we will pass down our engineering culture, our core values of sincerity and passion, and our keys to success in the internet era — Dedication, Perfectionism, Word-of-mouth and Agility. These talents will also be leading Xiaomi to explore other uncharted areas, and renew the company’s drive to carry our dreams into the future.

As a result, we are expanding our partner team to include those excellent colleagues with a strong sense of duty, a great sense of responsibility, unbeatable track records and performance, and a high recognition of Xiaomi’s culture and core values, to share benefits and shoulder risks together.

Just now, new members of this partner team took the oath and officially started their positions:

Mr. Wang Xiang (王 翔), President of Xiaomi Group, he joined the company in July 2015.

Mr. Chew Shou Zi (周 受资), Senior Vice President of Xiaomi Group, and President of International, he joined the company in July 2015.

Mr. Zhang Feng (张 峰), Vice President of Xiaomi Group, Chief of Staff, and Chairman of the Group Procurement Committee, he joined the company in September 2016.

Mr. Lu Weibing (卢 伟冰), Vice President of Xiaomi Group, President of China Business, and General Manager of Redmi, he joined the company in January 2019.

The new Partnership Program is not only a corporate-level decision making body, but also an inheritance of the company’s culture and values, as well as its internet mindset. With new partners, we will improve the company’s core management skills, increasing our strategic capability and operational vitality in the next 10 years. In addition to the five partners we have, we appointed four new ones today, this nine-strong team will be an engine that drives the company forward and upward.

Besides the Partnership Program, we have also kicked off the “New Decade Entrepreneur Program”. A total of 100 highly capable, potential, and best-performing colleagues who represent Xiaomi’s mission, visions and core values will be selected and rewarded with an early entrepreneur package, an incentive aimed at encouraging them to dedicate with an entrepreneurial spirit and bring the company to new levels in the upcoming decade.

A famous proverb says, “If you want to go fast, go alone. If you want to go far, go together.” We have to be consistent in introducing, spotting and nurturing new talents to form a capable, ambitious, empowered, and responsible team, laying the foundation for our continuous growth. We will offer all levels of talents the freedom to grow and the rewards to match, so that every colleague can live up to the full potential.

Over the next decade, we are sure that Xiaomi’s successful journey ahead will be due to our new wave of talents.

Dear colleagues, we must believe in ourselves, and make the fullest efforts to realize our hopes and dreams in the future!






首先,下一个十年,小米的核心战略将升级为手机 X AIoT”




在智能互联进一步融合的当下,“手机 X AIoT”的核心战略,会更强调乘法效应。手机核心业务和AIoT生态布局,不再只是简单的加法,也不是简单的并列关系,而是能引起质能转化的方程式。AIoT业务要成为手机业务的催化剂、助燃剂,渗透更多场景、赢得更多的用户,成为小米商业模式的护城河,真正让全球每个人都能享受科技带来的美好生活,让小米真正成为未来生活方式的引领者。




















Turning moment for TV industry: Xiaomi Unveils Mi TV LUX Transparent Edition 

World’s first mass-produced transparent TV priced at RMB 49,999

Beijing, CHINA, Aug 11, 2020 – Apart from the unprecedented Mi 10 Ultra and Redmi K30 Ultra, Xiaomi’s third big drop during its 10 year anniversary launch event was the Mi TV LUX Transparent Edition. 

Mi TV LUX Transparent Edition is the world’s first mass-produced transparent TV. With an edge-to-edge transparent self-luminous display transmitting images that seem to be suspended in the air, this TV ushers in a new way to consume visual content previously only seen in science fiction films. Mi TV LUX Transparent Edition is priced at RMB 49,999, and official sales start at 10:00 on the morning of August 16.

World’s first mass-produced transparent TV

Mi TV LUX Transparent Edition offers a perfect combination of cutting-edge display technology and exquisite industrial design. For Xiaomi, it is also a major exploration of future TV forms. When Mi TV LUX Transparent Edition is turned off, it looks like a mere glass display. The pictures it displays seem to be floating in the air, merging the virtual and the real to bring an unprecedented visual experience.

Unlike traditional TVs that come with a back panel, Mi TV LUX Transparent Edition creatively embeds all the processing units in its base stand, preserving the compact shape of the screen and in the meantime brings about countless technical challenges. 

Having overcome all those difficulties, Xiaomi has become the world’s first mass producer of transparent OLED TVs, as well as China’s number one OLED Basic Module (OBM) manufacturer. That means Xiaomi is currently the only TV brand in China capable of individually handling the mass production process of a product as complex as Mi TV LUX Transparent Edition.

Pictures floating in the air with a stunning display  

Apart from its futuristic design, Mi TV LUX Transparent Edition is also equipped with flagship-level hardware that achieves groundbreaking upgrades in both sound and picture quality. 

Its 55″ transparent OLED panel features a 150000:1 static contrast ratio and an infinite dynamic contrast ratio, offering extra rich blacks and unmatched brightness. Leveraging its DCI-P3 93% color spectrum support, Mi TV LUX Transparent Edition is capable of restoring the awe-inspiring colors that bring images to life. Its 10-bit panel displays 1.07 billion color combinations, an extra-wide color spectrum far beyond what the human eye can perceive. 

On top of that, the TV comes with a 120Hz refresh rate and 120Hz MEMC technology, providing consumers with smoother and clearer motion representation. The 1ms fast response rate also makes gaming truly lifelike with smooth controls and low latency. 

Similar to its predecessor, Mi TV LUX Transparent Edition is also equipped with an AI Master Smart Engine, along with the MediaTek 9650 custom-made TV chip, with over 20 optimization algorithms and dedicated optimization for 5 major use scenarios, the device intelligently refines graphic resolution to create vibrant pictures. 

Mi TV LUX Transparent Edition also supports AI Master for Audio allowing the device to intelligently detect the type of content playing and choose a fitting audio mode from a list spanning movies, music, newsfeed, sports, and others. The device takes audio performance a notch higher with  Dolby Atmos®️ support. 

Not a TV, but an art piece, Mi TV LUX Transparent Edition adopts an aesthetic design that combines a 5.7mm ultra-thin body rectangular screen and a round base, creating an ultra-immersive viewing experience. The base stand is covered with a millimeter-grade finish that resembles compact discs blending perfectly into any surroundings. The TV is perfect not only for homes, but also for galleries, museums, shopping malls, and theaters.

Mi TV LUX Transparent Edition runs on custom-made MIUI for TV. The user interface – including the Home page, Settings, My App – is specifically designed to better demonstrate the visual features and strength of the transparent screen, creating a unique user experience. The system also supports Always-On display and allows users to customize display images and texts. 

Mi TVs have been ranked at the top for shipments for six consecutive quarters from Q1 2019 to Q2 2020*. In the past seven years, Mi TV business has grown from an industry newcomer to the first Chinese TV brand with annual shipments exceeding 10 million units.

With its minimalist design and flagship configurations, Mi TV LUX Transparent Edition is a work-of-art that represents Xiaomi’s relentless pursuit of technological excellence.

*Data acquired from AVC

Find more product images here: Mi TV LUX OLED Transparent Edition

From 10 to infinity

Please find the Simplified Chinese version of this speech below. 该演讲的简体中文版本请见下方。

Speech by Lei Jun (雷 军), Founder, Chairman and CEO of Xiaomi on the company’s 10-year journey

Good evening everyone, welcome you all to tune in to my speech. 

The year 2020 is unusual, and the whole world is faced with enormous challenges.

Various radical changes around the globe are deeply impacting everyone’s life. We are all asking ourselves, “In these highly uncertain times, what am I supposed to do?” 

Everyone is anxious, so am I. But I deeply know that, anxiety won’t help. There’re many variables in this world that we cannot influence, but what can be changed is our state of mind. We’d have to be resolute in bringing about changes, to our moods and states of mind, to better help ourselves actively brace for this ever-changing world. 

I’ve made some changes to myself, in a possibly simplest way, by walking. 

I’d walk every day, and set up a daily goal of walking 10 kilometers, for a trial of one month. For me, this goal was too much and I was not the least bit sure to achieve this. 

But there was nothing to stop me, as much as I walked towards the sun, I’d feel the serenity of mind and the strength of driving me forward. Every extra step I made contributed an additional part to buttressing my passion and courage.

As the small project continued, last month, I recorded 318.11 kilometers in distance.

An exercise time of 1 hour and 50 minutes every day, or a daily distance of 10.5 kilometers. A seemingly unbelievable goal has been reached. 

We all have quite some major refashioning in these times. Xiaomi turns ten years old this year. We were initially planning a grand celebration, but this whole thing was unfortunately canceled due to the pandemic. 

Life still goes on and inevitably needs to be adorned with some ceremonial moments, thus, I’ve decided to deliver a speech to commemorate this anniversary.

In the meantime, I’d also want to give all our friends who care about Xiaomi a full-scale overview.


Part 1. Setting sail

Ten years ago, I tented up Xiaomi along with a team of buddies. 

1.1 Our dreams

The domestic mobile phone market landscape then had three major categories of players: the first one, global brand names, including Samsung, Nokia, and Motorola; the second, the domestic “Four Dragons” — ZTE, Huawei, Coolpad, and Lenovo; then the last, copycat manufacturers that also occupied a considerable market share. While domestically manufactured phones lagged so much behind the quality, global giants dominated the Chinese market with products at exorbitant prices.

As a smartphone zealot and an entrepreneur myself, I was not convinced. Although I have never set a single step in the phone industry, our dream was and has been,

to “make the world’s best phones, priced half so that everyone can afford them.”

Making the world’s best phones, by this small Beijing-based tech mill that started from less than a scratch by an industry outsider, was a hard task.    

How could we transform this apparent untrustworthiness into credence?

I proposed a somehow “mind-boggling” idea: all those tech giants are specialized in hardware, how about we make and market smartphones with an internet mindset (using online retail channels, doing minimal traditional marketing, and offering internet services)?

If we could intermingle software, hardware, and internet services, we’d blaze our own trail to success, and pose a disruptive and rule-changing challenge.

I thought a lot about this and came out with a “shortcut”: in the industry back then, Motorola had the best hardware business, Microsoft, the best software, and Google the best internet services, assuming if we could gather the best talents from these three companies, then this “triathlon” business model was likely to take shape.

1.2 Sniff around for talents

The first person I approached was Mr. Lin Bin (林 斌), then Vice President of the Google China Institute of Engineering. 

He was thinking of leaving his company position and launching an online music streaming start-up. I told him, “Drop it, join me to do something great.” I drew a piece of napkin this specific chart (“triathlon” business model). It didn’t take him long before he agreed. He then became Xiaomi’s No. 2 employee.

The first talent scout went super smoothly, but it was merely a fluke by accident. In an ensuing tryout to hire ten more Google engineers, none bore fruit. I was so frustrated until the 11th. That 11th candidate would be Mr. Hong Feng (洪 峰), an excellent engineer at Google.

He cascaded three questions on me upon starting our conversation. 

The first question, “Have you made smartphones before?”


The second, “Do you know Wang Jianzhou (王 建宙), (then) Chairman of China Mobile?”

“No, I don’t.”

The third, “Do you know Terry Gou (郭 台銘)?”

“Terry Gou? I know him, not sure if he can say the same about me.”

After three rounds, my thought was that this would go nowhere, but out of courtesy, I still kept leading on the talk for quite a while, if not in a hollow and awkward way. 

Then he concluded: “This does not sound very, solid…but worth a try.”

In that very instant, I breathed a long sigh of relief. “Done!” It felt as if I hit a huge jackpot.

He was the second Google talent I managed to get aboard.

As an outsider who made this interdisciplinary effort in making smartphones, why would people trust you? When I was interviewing those talents, I was being interviewed too.

In the first year, 80% of my time was spent on hunting for talents.

I’ve always heard complaints about the difficulty of finding the right talents. It sure is not easy peasy, but the failure of not having enough suitable talents can only be attributed to a lack of time taken. 


Talent scouting needs to be filled with the utmost sincerity and eagerness. If three visits to a talent is not convincing enough, make it 30. 

As long as sufficient determination and abundant time are taken, you’ll have a great team. 

Part 2. Braving winds and waves


2.1 MIUI anecdotes

All these wonderful and revolutionary things are dated back to April 6, 2010, when a dozen of us shared a pot of millet porridge.

We didn’t have knowledge about hardware, so I picked software that the team was good at, and started with the operating system.

Without our own smartphones to base the development on, no worries, let’s turn to those models by other brands.

The operating system is complicated, no worries, let’s base everything on an open-sourced system. 

It was not long after Android came into being like an operating system; we then became an Android development forerunner in China.

But the operating system is, after all, a system that requires a massive load of work and a sizable team with more than a dozen people.

No worries, it’d be sufficient if we could focus on those heavily used functions and do them right.

They’d be phone call, text message, contact, and desktop —- the four key functions that shaped up the bone structure of a phone back then.

An extremely sophisticated system buildup project was thus highly simplified by us.

It took us only two months before the first version was finalized.

We installed a forum, where we recruited volunteers to flash the ROM of their own devices. It was a touching moment when we saw 100 users willing to bear huge unforeseeable risks and flash their devices to MIUI.

To show our gratitude to these 100 brave users, we integrated their names into the switch-on screen. 

I’d feel proud if I saw my name on the boot screen.

On August 16, 2010, the first version of MIUI was officially launched.

At the very beginning, we had a surprisingly small group of users, only some 100, but super high ratings. 

We did no promotion at all, 100 users during the first week, doubled to 200 in the second week, redoubled to 400 in the third, and redoubled again to 800 in the third.

But actually, MIUI first caught some real attention on September 20, when on XDA, the US-based developers’ forum, a user recommended MIUI with utmost enthusiasm. 

His comment went like: “Whoever they are, these guys have SKILLZ(S).” 

“Has anyone heard about this ROM? It(’)s the MOST INSANE ROM I(’)VE EVER SEEN… It runs SOOO…fast and smooth, and they have COMPLETELY overhauled the UI. It(’)s INSANE,” he wrote.

Upon reading this comment, you would guess how many joyful surprises MIUI first version brought and the level it reached.

A small start-up team thus received lots of compliment for making a phone operating system driven by the internet mindset. This internet methodology has since been well known. 

Since then, MIUI has become trendy in the tech-savvy circle around the world. As a follow-up, users started to voluntarily build up local versions of Mi Community in all the countries and regions, where MIUI versions in different languages were developed, and efforts were taken to adapt this system to different models. A widespread global campaign took shape, with seeds of Xiaomi’s globalization sown.

This was the origin of our Mi Fan culture.

In less than a year, the number of MIUI users exceeded 300,000.


Our keys to success in the internet era — Dedication, Perfectionism, Word of mouth and Agility. 

2.2 How did we start making phones?

2.2.1 How did we make Sharp our display supplier?

After lots of effort, we built up the best hardware team we could find, and happily started making phones, finally. 

But our optimism was dampened immediately by a huge setback, that good supply chain partners were impenetrable. 

The best components from the best supply chain would be needed for making the best phones. For example, we wanted to use the then best display parts from Sharp, but they didn’t even look at us on our first round of trial. Then I realized leading supply chain companies would never weigh their cooperation by money from a mini-mill like ours.

I mobilized my thorough network to bridge contact with Sharp by detouring through Kingsoft’s Japan branch, from where a thread was pulled to Mitsui Group, then a senior management member helped us nail down a chance to communicate directly with Sharp’s headquarters. A meeting was scheduled for March 26.

A serious incident happened in between: on March 11, 2011, a devastating earthquake rattled Japan, followed by the nuclear accident, when the whole world was keeping a close eye on the situation.

Sharp is headquartered in Osaka, little impact directly, but the accident still caused global panic over possible fallouts. We were very determined to board the flight for Osaka for this hard-earned talk with Sharp’s senior management team. Three co-founders including me took this trip.

When we were on board, we found there were only three names on the passenger manifest, us three. When we reached Sharp, the whole office building looked empty, and we were the only guests. 

This is how we made it with our sincerity.

We had a really tight schedule, I only managed to find one photo which shows Mr. Liu De (刘 德) downstairs of Sharp building.

2.2.2 Birth of RMB 1,999 pricing

Every Mi Fan knows the number related to our first-generation smartphone, which was priced at RMB 1,999.

But what you don’t know is that we were planning for a price of RMB 1,499. If 1,999 wowed people, 1,499 would probably cause a frenzy.

Mi 1 (Xiaomi Phone) had an initially planned cost of RMB 1,500 per unit, and then we sold it at a cost price estimated at RMB 1,499. And we boldly forecast a sales volume of 300,000 units.

But in August 2011, I was told of something jaw-dropping by the team that we faced overspending. The cost stood at around RMB 2,000 per unit, RMB 500 over the original plan.

The reason? We joined hands with all premium suppliers. Building collaborations would be much harder if we did not beg them, let alone price negotiations.

If we continued to price it at RMB 1,499, an estimated loss of RMB 200 million would surface. What should we do?

I went to discuss with shareholders, trying to assuage my anxiety, “For an outsider like you, this is the price of an entry ticket to get in the playground.”

This entry ticket was too expensive that insomnia beat me over for several nights consecutively.

Could we try raising the retail price to RMB 1,999?

None of us had the answer. With domestically made smartphones priced at RMB 700 on average, would our RMB 1,999 starting price fail big time?

We then took a laissez-faire approach. We would never know the answer without at least trying.

The launch event was at 2PM, August 16, 2011. One day before the launch, we were seriously worried we would mess this up without selling out a single unit.

When I arrived at the venue, there was a big crowd, so big that I couldn’t even squeeze myself. Our Mi Fans were super passionate.

I ended up calling four colleagues for help, and they forced my way in.

I was only seated five minutes before the event started when Mr. Li Wanqiang (A-Li, 黎 万强) rushed to me: “The crowd is getting bigger by the minute. I’m worried about the worst-case scenario. Can we start now?”

That was Xiaomi’s first launch event, also the only one in history that started 5 minutes earlier than scheduled.

I was a bit nervous when doing the presentation on stage. Then I announced this price 1,999, nervously. The audience burst into a half-minute long tide of applause with festivity. My nerves got eased. “It looks like we made it.” We recently found a video clip chronicling that scene.

After the launch, 300,000 online preorders were placed in the first batch.

We were both motivated and bothered by this huge amount of orders. We did not have enough funds, or production capacity.

We were a small tent, no period of credit was allowed by our suppliers. All the productions had to be paid upfront.

The first batch of devices to be produced was 300,000 units, a number in the astronomical unit.

So, our products were popular, we faced a short supply, and immediately we were tagged with the “hunger marketing” label.

The first generation of Xiaomi Phone (Mi 1) registered a sales volume of 7 million units. It was a miracle. Absolutely.


2.2.3 First-generation Redmi is not the Redmi planned

I was not the least bit satisfied with the first-generation Redmi, so we decided to start this all over.

Here vaporized the R&D spending of RMB 40 million.

The first-generation Redmi you all have seen was actually the second generation, codenamed H2.

On July 31, 2013, Redmi phone was launched officially.

We borrowed a meeting room at Kingsoft’s office building. No interior design was made except for a single backdrop board. This was the most frugal launch event in Xiaomi’s history.

But it brought a considerable momentum that rattled the whole industry so much to the point that the stock price of Kingsoft even rose the following day.

The popularity surrounding first-generation Redmi was far higher than expected, it was phenomenal to have sold 44.6 million units in total. 

Behind the big success from Xiaomi’s phone business were several hard choices made, 

Should we visit Sharp?

Should we raise the price from RMB 1,499 to RMB 1,999?

Should we terminate the almost ready first-generation Redmi and start all over?

Behind each of these bore one or several huge risks.


Every success story is a story about risk. 

We will only have to brace for the risks and make a decisive call. 


2.3 Everyone learns a lesson from Xiaomi

Xiaomi’s high popularity also brought about a bewildering exhibition of extreme sentiments. Many strived to learn from Xiaomi.

During that period that many internet mindset-driven smartphone makers popped out. I didn’t really know how they learned from us until Mr. Wang Xiaoyan (王 晓雁), Founder of Small Chili, joined Xiaomi. During an internal seminar, he shared how he tried hard to learn, making us all laugh.


2.4 Our broad and inclusive ecosystem       

While Wang Xiaoyan learned by himself, an army of start-up entrepreneurs and business people came to visit us for the experience. We have also been willing to disclose our entire model, hoping to offer help to more entrepreneurs, and push forward the reforms in more industries with our model. In 2014, we started this “Ecosystem plan” to incubate more start-ups.

Let me give you an example of how we did this. Back then, vast flocks of Chinese tourists went to Japan for a shopping spree of rice cookers and toilet seat covers. It hit the headlines as a social phenomenon. It also perplexed me. A decision was instantly made: we will incubate a start-up specialized in developing high-end rice cookers. After doing research for one year and a half, our rice cooker was successfully introduced, creating a great splash. 

A Japanese TV network even bought some units and compared them with some of the highest-end rice cookers sold in Japan. In the blind taste test, we won the most votes from local participants at a ratio of 6 to 4. Our rice cooker was priced one-fifth of those with similar functions retailed in Japan. Afterwards, our rice cookers are also available in Japan and they have become very popular. 

Over six years, we have incubated over 100 ecosystem companies and marketed over 1,000 products deeply loved by our users.

Part 3. Winding along ridges and peaks


3.1 A bet with Madame Dong Mingzhu (董 明珠)

That was a promising period of time. Looking back, I also did many silly things, for example, having a bet with Madame Dong Mingzhu. 

On December 12, 2013, the Chinese state broadcaster CCTV bestowed upon me an honor to be one of the annual figures in economy and business. It was the most prominent public award a Chinese entrepreneur could get. Madame Dong Mingzhu from Gree Electric Appliances Inc. was also elected. In the backstage area, an on-site director arranged my stage presence with Madame Dong and nudged us to help stir up the atmosphere. That staffer also said, in the previous year’s gala, Mr. Ma Yun (Jack Ma, 马 云) bet with Mr. Wang Jianlin (王 健林), that deal created lots of trend topics. All of a sudden, I knew what he wanted. Gree, with over 30 years of history, then represented China’s booming manufacturing industry, while Xiaomi, a small company aged 3, showed the vibrancy of the new economy, it would naturally accentuate the comparison if putting these two together. So I hinted to Madame Dong, “How about we make a bet too? Shall we set the wager at RMB 1 over the possibility of Xiaomi’s annual revenue surpassing that of Gree in five years?” I thought it was merely a joke to make us both feel at ease. Gree was gigantic, with a revenue of over RMB 120 billion, while Xiaomi was at RMB 20 billion, which was barely enough to fill Gree’s hundreds and tens digits. Madame Dong agreed, breezily.

Then, everyone knows what exactly happened. On stage, she announced that a bet of RMB 1 billion would be sufficient. At that moment, I was a bit confused, “That’s not how the script is written…” A stake of RMB 1 was for making everyone happy; however, RMB 1 billion was a total overstatement. As expected, our discussion, broadcast on live, was spread across the country and became a hot topic inarguably. This also propelled some internet users to educate me on the illegitimacy of this deal. “Gambling with a large wager. You are suspected of breaking the law.” I knew it was a joke, so did everyone else except Madame Dong, who had since cared for us on various occasions now and then. 

Such an intense level of care was a sweet burden. If you were me, what do you think I should’ve done? 

After that episode, whenever Madame Dong and I showed up in the same event, our dearest media friends would start a photo-shooting spree at both of us, from all possible angles. 

You wouldn’t imagine how popular we were among photographers.

Since everyone was so eager to validate this bet, we also had to show our serious attitude. 

Our revenue soared from RMB 20 billion to RMB 174.9 billion, a significant increment of almost 800%. I think this was a miracle and I am satisfied. Gree’s revenue increased from RMB 120 billion to RMB 198 billion in five years, up 60%, it was phenomenal.

However, we lost, eventually.

Dramatic enough, the next year after this bet was over, we won.            

Whenever I recall this bet, I’m more regretful than ever. Until recently, I have finally come through this. In that year, we were in a speedy development, so were our confidence and ego leading us to pick a “gambling” with Madame Dong. Before long, Xiaomi was mired in challenges from its fast growth. Through this bet, I furthered my understanding about manufacturing, and about Gree too. It truly is the epitome of the Chinese manufacturing industry and worth all of us learning from. 


3.2 Falling at a low ebb

Starting from 2015, the supercharged growth from the start concealed many problems, which were imploded all out.

In the smartphone industry, there had been no precedent of managing to turn the table after the sales volumes plummeted. Xiaomi, at that time, was at the intersection of life and death.

The situation was so austere that I had to take over the Smartphone Department myself. 

The whole course was arduous. Also, that was when I was the most stressed out. I always got to work at 9 AM and was still in back to back meetings until midnight. A total of 23 sessions, this number was counted from one of those my days with the most meetings. It was unbelievably tiring.


3.3 The premium flagship Mi MIX series

On October 25, 2016, we launched the Mi MIX phone. When we turned on the Mi MIX screen for the first time during the launch event, it wowed everyone. 

Three of the world’s renowned design museums even included Mi MIX phones in their collections. 

“Mi MIX, as a leader in design, sets trends for future smartphones,” commented the curator of the National Design Museum in Finland. Xiaomi spearheaded the full-screen display era we are in. The launch of Mi MIX also marked a prelude for Xiaomi turning the tide. 

MIX originated from some wizard ideas from our engineers at the beginning of 2014. What would the future smartphone be like? After discussions, a conclusion was reached to place a full-screen display on the phone’s front side. The idea of making a full-screen display smartphone was groundbreaking at that time. They resorted to me for inputs, and I initiated this project right away. “That was a marvelous idea. We should not be concerned about its mass production feasibility or our investment in time and cash; we will have to work on it until we finally present this device.”

The success of Mi MIX owes thanks to our invaluable engineer culture. Engineers are our assets. To fully leash our engineers’ capabilities to innovate and explore in uncharted areas, we have set up the Xiaomi Annual Technology Award. This is Xiaomi’s highest honor to core R&D project teams that bring about prominent technological breakthroughs and contributions. USD 1 million worth of stocks will be awarded. 

I’d like to announce a talent acquisition advertisement for our R&D team; as long as you are a tech talent, who is enthusiastic about technologies, we warmly welcome you to join Xiaomi to make your dreams come true.


3.4 About product quality

The price to performance ratio is our most potent weapon, also our weakest Achilles’ heel. There is this deeply rooted misperception among Chinese consumers “What is cheap is not good.” This makes us easily misunderstood, and our peer competitors also attack us on the pretext of this. How could Xiaomi secure itself in an unbeatable position in the long journey ahead? We’ll have to bring about amazing products of global quality.

Quality control and improvement is a long, arduous, and dreary procedure. I won’t go much into details.

Your efforts will never betray you. These improvements have earned us lots of awards and accolades, both in China and overseas. In 2019, I received the national top quality and technology award.


Innovation determines how high we can fly, and quality determines how far we can go.


Part 4. Irreversible globalization


4.1 RMB 1 billion worth unsold inventory

In the third quarter of 2014, Xiaomi ranked top in terms of shipments in mainland China. We were the world’s No. 3, solely attributable to the volume of our domestic shipments. Investors were very optimistic about our performance and prospects, asking sharply if the Xiaomi model could be replicated worldwide. In June 2014, we entered the Indian market. 

We were formidably peerless, and we soon rose to become the most dazzling brand. Before long, trouble came.

In July 2014, we launched Mi 4, which was shipped and sold at a fast speed. There was even a short supply. Do you all remember “austenitic stainless steel 304” and “a steel plate’s art journey”? 

The newly-formed India team was very optimistic and promising, and they persuaded me to grant them 500,000 units. In January 2015, the phone was launched in India, but no one anticipated that the sales went flatlined.

Several post-mortem discussions were done afterward. We’d just entered India not long before; it was reckless to ask for 500,000 units of flagships when the brand awareness was low, and the channels unexpanded. An unsold inventory worth as high as RMB 1 billion went left over; that was an apocalypse for our new business in India.

I was stuck when hearing the news. Ship them back to China? Those were all 3G-enabled Mi 4 phones, while in China, 4G had already taken full control. What to do?

We immediately teamed up a “firefighting brigade” and sent them around the world to those markets where 3G phones could still be marketed and retailed. In the beginning, this was a three-strong brigade, fr

om Southeast Asia to Latin America, from Europe to the Middle East, their world footprints were in some 50 to 60 markets.

Back then, Xiaomi’s global recognition was a lot lower than it is now, after being rejected countlessly, our colleagues finally blazed a new trail.

Three sorts of partners chose us: traders of raw materials, such as crude oil and natural gas, who wanted to open a new line into the smartphone business; laptop and notebook distributors who were interested in smartphones; and some tier 2 distributors who would want to bet their luck on us. It was with those partners; we made ourselves in the global smartphone market.

In short, after toiling for over a year, this 1 billion inventory was cleaned up, although we suffered some loss.

Maybe it was a misfortune in disguise. The silver lining from this firefighting mission turned into unexpected rewards, that the channels we opened to dump the inventory for self-rescuing laid the foundation for our global expansion.


4.2 R U OK?

Bumpy turns and joyful rides dot along our global expansion journey, for example, the once-popular catchphrase “R U OK?” 

We held a product launch event in India back in 2015. The site, a bustling scene, was thronged with Mi Fans.

My colleagues put me on stage on short notice, to say hello to the audience. I was so excited, and the greeting “R U OK?” slipped out of my mouth.

The audience’s emotions spurt from a warmup stage straight into a feverish craze.

Unforeseeably, when this video was passed back to China, I made it to the trend topic list.

A Bilibili user even made a video clip by filling in the lyrics with monotonous catchphrases, including “R U OK?” and product names, making me a rising star on that site. After watching it, I’m sure its whimsical melody and lively rhythm will carve into your brain, and you’ll never be able to erase it. 

Our marketing and public relations colleagues were a bit nervous initially, but I was okay with it, as long as everyone was happy.

But this did bring me some trouble. As a proud alumnus from Wuhan University, ever since then, I have had to explain everywhere that Wuhan University is a prestigious educational institution. It was me who didn’t learn English well, not that my university didn’t teach English well. 

Now, Xiaomi is officially present in over 90 markets around the world. Our brand was ranked within the top 5 in 50 markets. We have been placing Europe on a big agenda in recent years, and we are already No. 3. Good news came this year that we became the top-ranking smartphone brand in Spain, and No. 2 in France.


Successes can’t be well planned, while crises may be a once-in-a-lifetime opportunity.

Part 5. Spotlight moments

5.1 Three moments


5.1.1 IPO

On the 10-year threshold of starting up this business and looking back, there were three spotlight moments.

The first is undoubtedly the IPO.

In the whole IPO process, the most unforgettable thing would be the announcement of 5%.

Prior to Xiaomi’s IPO, on April 25, 2018, we held a launch event at my alma mater, Wuhan University. We announced a decision approved by the Board of Directors, a promise to our users that our hardware business will have an overall after-tax net profit margin that will never exceed 5%. If the margin crosses 5%, we will find a way to return the excess above 5% to our users.

You may wonder, as a company that was about to be listed, instead of setting on a roadshow to present your money earning abilities, you were downsizing your room for more profit, what was your problem?

After the IPO, we would become a public company, when the capital would inevitably force us in various ways to make an excessive profit. I am confident that I’m able to fight back against this pressure. But I was so worried, if someday I retired from my position as CEO, would Xiaomi’s senior management team continue to make amazing products at honest and accessible pricing points? 

I was worried.

Thinking over, there was one and only option, in the form of legal document, to make sure this mission of permanently setting a limit on the hardware net profit margin could be passed down.

I told this idea to my team; all my buddies who had survived the difficult start-up period showed their unwavering support.

However, when I brought this up to stakeholders, concerns brewed, especially over its impact on the stock prices. Some people said, “Are you going nuts? Do you want to get listed or not?” Some said, “This is not what you said from the beginning. We would not spend a penny on this if we knew it sooner.” Others said, “We don’t have time for this big change. Forget about it.” 

Many urgent conference calls were organized, in which, several times, the conversations went into a dead-end. I told them, “Good companies earn money, and great companies win users’ hearts. If you agree, what you have in your portfolio will be a great company.”

After saying this, stakeholders all okayed. A unanimous agreement was reached. After this decision was announced, my social media feed was full of this news.

We received so many accolades, along with sarcasm and questionings. None of these would matter then.


5.1.2 Beijing drifters own a property

The second unforgettable thing would be moving to our own Xiaomi Campus.

Xiaomi Campus opened its doors in July last year, for the first time, we had a permanent address. I was more than excited. 

In our eyes, this campus is super pretty, scenic, and trendy. Full of love, we call this place “Sanlitun in Qinghe” (Sanlitun “三里屯” is one of Beijing’s upscale shopping and nightlife areas, Qinghe “清河” is the neighborhood where the Xiaomi Campus is located).

I posted an update on Weibo to celebrate that moment. 

It went like this, “After over nine years drifting and working our way up in Beijing, we finally purchased a property. Eight buildings cover a floor space of 320,000 square meters, RMB 5.2 billion was spent building this home.”

This post went viral and was viewed by 33 million times. It seems that in every drifter’s heart, there is a property ownership dream.

One thing I didn’t prepare for was that real estate agents were even more excited than me. They reposted it everywhere and commented, “The most inspirational story by a Beijing drifter.”


5.1.3 Made to the list of Fortune Global 500

Then we officially made it to the Fortune Global 500 list. 

Please take a look, this slide shows the change of Xiaomi’s annual revenues, a graceful and encouraging surging line.

With this grade report, we made it to the Fortune Global 500 list, ranked at 468th.

I hadn’t credited this with too much significance, but I was excited when we were finally in.

When I wrote an open letter to all Xiaomi employees, some colleagues suggested we be humble. “At least we can feign to be nonchalant.” 

I said, “We don’t have to hide our true feelings. I have been an entrepreneur founding different start-ups ever since I graduated. You have no idea how much I have been jealous of those people, such as Lin Bin, who had the chance to work for a Fortune Global 500. It has taken us quite some effort to make ourselves a Fortune Global 500 company. I’ll have to show off because I am finally one of those people.”

Yesterday, we made it to this list again.

We are grateful for these great times, also to every of our Xiaomi colleagues.

Xiaomi has been compared with some long time 500 companies including Apple, Huawei and Samsung. We still have a long way to go.

But, Xiaomi is only a 10-year old child; if you view this company for its growth prospects, you will find lots of things we do well, for example:

In Boston Consulting Group’s 2020 ranking of the world’s 50 most innovative companies, five Chinese companies made the list, including Huawei, Alibaba, Tencent, JD.com, and Xiaomi.

A ranking by Derwent on the top 100 global innovators list for 2020, only three Chinese companies were listed, including Huawei, Xiaomi, and Tencent.

In 2020 BrandZ top 100 most valuable global ranking, 17 Chinese companies were listed, with Xiaomi at No. 81.

These three rankings show that at least we have done some excellent work in innovation and branding.

Of course, Xiaomi may still have a distance from what it is expected, but I’m sure our future growth will be beyond our imagination.


5.2 What has Xiaomi changed in this past decade?

Xiaomi’s decade embodies the 10-year growth of the mobile internet industry.

It has been our great honor to have been striding forward with these great times.

A look back at the ten years, what has made us proud?

Firstly, we have joined hands with our peers, made smartphones accessible to everyone, and fast-tracked the development of mobile internet. 

Mr. Cheng Wei (程 维), Founder of DiDi, once said,

“All us mobile internet entrepreneurs and start-ups in China probably owe Xiaomi a thank you, for its contribution to making mobile internet available to all. Meituan, DiDi, ByteDance, Kuaishou, to name a few; all these top internet companies you are familiar with are direct beneficiaries of mobile internet’s development.” 

Secondly, we have mobilized and joined hands with like-minded entrepreneurs. Together, we have changed many industries and given well-deserved recognition to many entrepreneurs.

At the beginning of 2015, our ecosystem invested in Mr. Chang Jing (昌 敬).

He was a young man who just resigned from a big company for building his start-up. No one would have imagined that within five years, Roborock could become the true leader in the robot vacuum cleaner industry. The company was listed on the Sci-Tech Innovation Board under the Shanghai Stock Exchange in February this year, with a market value of RMB 40 billion. Xiaomi’s ecosystem model has revolutionized over 100 industries and incubated many entrepreneurs like Mr. Chang Jing.

On top of the above, Xiaomi has even changed some people’s lives.

Ellyana, mother of three children, lives in Batam, Indonesia. She was bereaved of her husband years ago, when the loss of the sole income source pushed her whole family into insolvency. 

After Xiaomi set up local production lines three years ago, she found a job which has since changed her life. Her salary helps make the family’s ends meet. She has also made lots of friends at work and seen the bigger world. 90% of the workers on our assembly lines in Indonesia are female. Our business has helped many of them improve their life quality, learn skills, get on-job training, broaden their views and scopes, and bring them hope.


5.3 An autobiography of Xiaomi

With the explanations above, I answered the question “Where does Xiaomi come from?”

Frankly, the past decade was full of amazing stories, and a single speech does not cover them all.

We are honored to have a well-known Chinese biographer, Ms. Fan Haitao (范 海涛), who compiled the company’s first official biography. The writing project started at the end of 2018. For one year and a half, she has conducted over 100 sessions of interviews.

The book is titled From 10 to Infinity (一往无前)

I’d like to thank Ms. Fan, also, my appreciation and respect to CITIC Press Group for their abundant preparation work. 

After this speech, the book will be available for purchase online. If you want to know more about Xiaomi and its stories, please take my recommendation and enjoy the reading. The book has 360,000 characters, packed with informative details.

At age 10, Xiaomi is getting mature pace by pace.

Our R&D expenditure is expected to surpass RMB 10 billion.  

Our ceaseless motivation to extensively explore and continually innovate and R&D investments of RMB 10 billion have enabled us to bring more and cooler products to everyone.

We have prepared some products specially tailored for this anniversary to introduce to you all.



Who is Xiaomi? For what are we striving for?


This speech is approaching an end.

We are not only launching new products, but declaring our manifesto for the next decade.

Answers to these two questions “Where did Xiaomi come from?” and “Where are we heading to?” lie in the products we just introduced.

1. Mi 10 Ultra contains many breakthroughs in technologies. 120X ultra zoom camera, world’s No. 1 in DxO Mark, 120W wired fast charging, 50W wireless fast charging, and etc. Xiaomi’s courage and strength in competing in the high-end smartphone market are just buttressed by these cutting-edge technologies.

  • We will never cease to explore and continuously innovate, this is the attitude we have been adhering to since 10 years ago upon bringing everyone the most innovative technologies.

2. Redmi K30 Ultra brings to you a zero regret flagship smartphone at RMB 1,999, to pay our tribute to our dreams, and our 10 years together with our Mi Fans.

  • We stick to offering the best price to performance ratio through this phone, representing our utmost sincerity of placing users at the center of everything we do.
  • Be it mid-range, or flagship, we will always offer our products at the most accessible pricing points so that our users can purchase them with their eyes closed.

3. Mi TV LUX Transparent Edition, the world’s first mass-produced transparent TV. It’s already very cool to turn impossible into possible. 

  • It’s always been Xiaomi’s pursuit to make the coolest products, and vision to become the coolest company in the users’ hearts.
  • We are a bunch of engineers, only if we make the coolest products can we fulfill our duty.


Xiaomi will always stick to these three guiding principles to attach great importance to bringing the most innovative technologies, stick to the best price to performance ratio and make the coolest products.

Future strategies

We have talked a lot today about our achievements in the past 10 years. We are proud.

But, we have to be wary of our own way ahead, faced with the extremely intricate international situations and fierce competitions.

Neither complacency over old trophies, nor aggressiveness without a clear goal would work. This is the dilemma where we are today. 


Now, we have three points in the strategy: 

1. A start-up once more.


To lead ourselves out of today’s predicament, we would need the passion from our start-up period. Talents must be valued, incentives need to be given and strategic opportunities have to be grasped.

2. Internet + manufacturing.

We believe in the power of the internet, and its approaches. We will continue to empower manufacturing with the internet.

We will also be participating deeply in every step of manufacturing by cordially collaborating with our partners:

We have developed lots of high-end manufacturing facilities, and designed the fully automated production line of high-end smartphones.

Xiaomi has made some investments to shape up our future of becoming the “manufacturing of manufacturing”.

3. Plan together, walk farther.

We will evaluate all the things in a view of 10 years, and do things that will value in the long-term.

In the meantime, we will keep a prudent strategy.

I firmly believe that,

Over the next decade, crazy ideas will be actualized, and we will be a site of engineering pilgrimage.

Over the next decade, smart life will have a huge impact on the world, and we will lead a future way of living.

Over the next decade, smart manufacturing will further raise our brand awareness, and we will be a new driving force in the manufacturing industry.

Over the next decade, we will continuously create amazing and innovative products at accessible and honest pricing points for everyone in the world.

Our journey forward:

Our 10th anniversary marks a new beginning, a renewal of our drive to carry our dreams to infinity. Thank you all.







2020 年,非同寻常的一年,全球都在面临巨大的挑战。这场全球大变局,深刻影响着我们每一个人的生活。大家都在问,“面对这样的局面,我该怎么办?”很多人都很焦虑,其实我也很焦虑。





走着走着,上个月,我真的走了 318.11公里。











1.1 我们的梦想










1.2 找人






























2.1 MIUI的故事











我们建了一个论坛,招募志愿者来“刷机”。让我们感动的是,居然有100位用户愿意冒着巨大的风险刷 MIUI。











看到这个评价,大家就知道,MIUI 第一版做到了什么水平。




从此,MIUI 在全球发烧友人群开始火起来了。后来,各个国家都有网友自发建立当地的米粉社区,制作当地语言包,适配各种机型等,形成了一个声势浩大的全球群众运动,从此埋下了小米国际化的种子。这就是米粉文化的来源。

不到一年时间,MIUI 用户量就超过了 30万。






2.2 做手机的故事





















能不能把定价调高到 1999元?大家心里都没底,国产手机均价才700元,我们一上来就卖1999元,会不会翻车?不管了,我们只能豁出去试试!






















第一代红米,热度远超过想象,我们就卖了 4460万台。这4000多万台智能手机。












2.3 全民学小米





2.4 生态链的故事









3.1 关于董明珠



2013年12月12日,我入选了央视年度经济人物,这是当时中国企业家能获得的最高荣誉。 跟我一起入选的,还有格力的董明珠。在颁奖典礼的后台,编导安排我和董大姐一起上场,并且撺掇我们把气氛弄得热闹一点。编导还特地说,前一年的颁奖晚会上,马云跟王健林打了一个赌,影响特别大。我瞬间就明白了他的想法:格力代表中国传统制造业,有30年的历史,小米代表新经济,是一家成立才三年多的小公司,放到一起就特别有话题。我跟董大姐说,要不咱俩也打个赌吧,赌一块钱,赌小米的营收五年时间能不能超过格力?我觉得这只是开个玩笑,活跃一下气氛。格力是一个巨无霸,营收1200多亿,我们小米营收才200个亿,只是人家的一个零头。董大姐想都没想就答应了。

















3.2 陷入低谷







3.3 MIX的故事






MIX 源自 2014年初小米几个工程师闲聊,“未来的手机是什么样的?”经过反复讨论,大家取得了一致的结论:手机正面全是屏幕。这个想法在当时可谓石破天惊。大家找我商量,我同意直接立项:这是了不起的想法,不要考虑量产性,不要考虑时间和投入,做出来为止。


MIX 成功源于小米内部浓郁的工程师文化。工程师是小米最重要的资产,为了让工程师创新和探索的火炬越烧越亮,我们设置了小米技术奖。这是小米内部的最高奖项,奖励突破性贡献的技术小组,奖金是价值一百万美元的股票。



3.4 关于质量










4.1 10亿库存




















4.2 R U OK

国际化的路上,有坎坷,也有欢乐。比如,R U OK。


我们同事临时安排我,出场打个招呼,一激动,脱口而出说了一句,“R U OK?”














5.1 三个难忘的高光时刻


5.1.1 上市



在整个上市过程中,最难忘的就是 5% 那件事。











5.1.2 北漂买房









5.1.3 入选500强













BCG 2020年全球创新50强。5家中国公司入选。华为、阿里巴巴、腾讯、京东和小米入选。

德温特 2020年全球创新百强榜。仅仅3家中国公司入选,分别是华为、小米和腾讯。

BrandZ 2020年全球品牌百强榜。这次有17家中国品牌入选,小米也在其中,排名81位。




5.2 这十年,小米改变了什么?













Ellyana (艾莉娅娜)住在印度尼西亚的巴淡岛,她是三个孩子的妈妈。几年多前丈夫去世后,家里没有经济来源,生活陷入了困境。



5.3 小米传
















– 三大铁律











二、Redmi K30至尊版,用一款”无槽点、无遗憾”的旗舰手机,重回1999元,致敬”为发烧而生”,致敬我们和米粉共同的十年。












– 未来发展策略



































Xiaomi ranked 422nd on Fortune Global 500 list of 2020

Marked up 46 spots to 422nd on the Global 500 list for 2020 from 468th in the previous year

And 7th in this year’s Internet Services and Retailing category, tied with last year 

Beijing, CHINA, August 10, 2020 – Xiaomi Corporation (“Xiaomi” or the “Group”; Stock Code: 1810:Hong Kong) announced today that the company ranks 422nd on the Fortune Global 500 list for 2020, a decade after its iteration.

This marks the second consecutive year that the global technology leader stays on the list. It was the youngest company on the list for 2019, ranked No. 468.

 The company, ranking 422nd, has a revenue of US$ 29.795 billion (RMB 205.84 billion) and a net profit of US$ 1.453 billion (RMB 34.8 billion) in the previous fiscal year, up 34.8% year-on-year. The company keeps its ranking at No. 7 in the Internet Services and Retailing category.

“This year marks the 10th anniversary of Xiaomi’s foundation. Looking back at the past decade, Xiaomi would not have achieved the success it enjoys today without cordial and unwavering support from our nearly 19,000 colleagues worldwide, Mi Fans, users, business partners and friends,” said Lei Jun, Founder, Chairman and CEO of Xiaomi.

“In the unusual year of 2020, when our lives are all deeply impacted by various radical changes, I would all the more want everyone of you to accept my gratitude and appreciation during these difficult times. I would also like to take this chance to accentuate our commitment to continuously making and introducing amazing innovative products, at the most accessible and honest pricing points, to every Mi Fan and user at every corner of the world,” he added.

As an internet company with smartphones and smart hardware connected by an Internet of Things (IoT) platform at its core founded in April 2010, Xiaomi was also named to Fortune’s China 500 list again in July, ranking 50th, up three slots from 53rd last year. The company is at No. 24 among the world’s 50 most innovative companies of 2020 by Boston Consulting Group, and at No. 384 on Forbes Global 2000 list for 2020.

Xiaomi continues to demonstrate its healthy consumer brand equity and strong growth potential, thanks to the company’s unique “triathlon” business model, and the results of its forerunning position in the 5G era.

According to international market research organization IDC, as of June 2020, Xiaomi remained the world’s 4th smartphone brand in terms of shipment sales volume. The company has also incubated and invested in over 200 ecosystem companies, many of which are specialized in developing smart hardware, and thus built the world’s largest consumer IoT platform with approximately 252 million connected smart hardware, excluding smartphones and laptops, by late March 2020.

Since Xiaomi’s global expansion journey started some 6 years ago, as of June 2020, in terms of shipments, Xiaomi was among top five in 50 markets, of the 90 global markets where the company is officially present, according to international market research organization Canalys.

“In our global markets, we have observed good results during the year till now, and by the first quarter of 2020, we for the first time witnessed our overseas revenue from our global markets account for half of the company’s overall. We have been focusing our resources and talents on our global expansion journey, which we started six years ago, and fulfilling our mission of letting everyone in the world enjoy the best possible innovative products,” said Chew Shou Zi, President of International, Xiaomi.

“Impacts from the pandemic were felt in the first few months of this year, but as lockdown measures are gradually loosened, we see a robust rebound thanks to our efforts taken on securing the manufacturing and supply chain, working closely with our global partners, as well as living up to the potential of our omnichannel online-offline retail system,” he added.

According to IDC, as of the second quarter of 2020, Xiaomi had been the largest smartphone brand in India by shipments for the 12th consecutive quarter, or a 29.4% market share.

In both the first and the second quarters, Xiaomi became the top smartphone brand in Spain, with whopping market shares of 28% and 37% respectively, a bit more than two years after its official entry in November 2017; while in the second quarter, we surged to No. 2 smartphone brand in France, representing a market share of 15%, and a year-on-year increase of 82%.

Xiaomi is also dedicated to building and expanding its highly efficient new retail network, which incorporates both online and offline channels, in overseas markets. As of June 30, 2019, there were 520 authorized Mi Home stores overseas, representing a 92.6 percent year-on-year growth.

At the start of 2020, Xiaomi fine tuned its overarching strategy from “Smartphone+AIoT” to “5G+AI+IoT and next generation super internet”, by investing at least RMB 50 billion over the five years in “5G+AIoT” to double down on our lead in the field. 5G is not solely about a faster smartphone network. “5G+AIoT” represents Xiaomi’s ability to offer services across our comprehensive product line. It gives us the chance to offer unique and pioneering AIoT use cases. The strategy perfectly fits the company’s Internet DNA to ensure it wins in this new smart era.

The company reached RMB 10 billion threshold in sales revenues in 2012, RMB 100 billion in 2017, and its total revenue exceeded RMB 200 billion in 2019.

The Fortune Global 500, also known as Global 500, is an annual ranking of the top 500 corporations worldwide compiled and published by Fortune magazine for 68 years, as measured by revenue from the previous fiscal year.

The world’s 500 largest companies for 2020 generated US$ 33.3 trillion in revenues and US$ 2.1 trillion in profits in 2019. Together, this year’s companies employ 69.6 million people worldwide and are represented by 32 countries and regions.


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 markets around the world.

In August 2020, the company was ranked 422nd on the Fortune Global 500 list of 2020, one year after it made to the list as the youngest company for the first time. In May 2020, the company made the Forbes Global 2000 list again and its ranking jumped to 384th.

For more information about Xiaomi, please visit our blog http://blog.mi.com/en/

Please write to us at global-pr@xiaomi.com, should you have any inquiries.

ShotByMi 2020 Opens up for Second Round

ShotByMi Photography Challenge is the ultimate phone photography contest for every Mi fan from all over the world.

This year, ShotByMi 2020 is aiming to bring out the photographer inside of Mi fans by inspiring more and more Mi fans to feel the charm of photography and empowering them to create Mi-fans-only photographic art. By returning to photography itself, ShotByMi 2020 is giving the worldwide Mi fans a chance to explore their own stories behind photographic works and showcase their unique visions to the whole world. 

On July 15th, ShotByMi 2020 Episode One Summer Vibes came to a successful end, attracting over 31,000 photos and short videos in 35,000 entries from 155 countries and regions.

On August 1st, ShotByMi official team announced the final winner @Kyaw zin htun for the Grand Prize including $5000 creative fund and Mi phone for Xiaomi’s official photography shooting program. Outstanding Prize winners were announced as well.

ShotByMi 2020 Episode Two Street Life is open for entries on August 5th. Street Photography is a challenging and yet exciting genre of photography that records everyday life in a public place. It will be another great chance for Mi fans to refuel their inspiration and unfold their street life story.

As before, world-class photographers Michael Yamashita and three other influential photographers Jordi Koalitic, Jord Hammond and Clay Enos are the final judges for the winning photographs evaluation and selection. This is a whole new perspective for ShotByMi 2020 to be a more high-profile international photography contest with professional photographers onboard.

Especially the leading judge Michael Yamashita, a world-famous photographer for National Geographic Magazine, is the 2020 recipient of the 9th annual Hamdan bin Mohammed bin Rashid Al Maktoum International Photography Award (HIPA)  special ‘Photography Appreciation Award’.

Not only partnering up with short-video sharing APP Likee and online photographers community 500px, ShotByMi 2020 Episode 2: Street Life is also getting support from FeiyuTech to push the contest together.

ShotByMi 2020: Your Vision, Your Story. Xiaomi looks forward to exploring more life beauty with Mi Fans through the lens of Xiaomi smartphones. 

ShotByMi 2020 link: https://event.mi.com/global/shotbymi/

Xiaomi debuts its all-new entry-level champion – Redmi 9 Series

Starting at EUR 99, Redmi 9 series will reinvent the entry-level smartphone experience with exceptional performance

[Beijing, CHINA, July 15, 2020] – Global technology leader Xiaomi today announced a list of smartphone models within the budget segment: Redmi 9, Redmi 9A, and Redmi 9C. Touting powerful chipsets and premium features, these all-new variants represent Xiaomi’s mission to make exceptional smartphone experiences accessible to everyone. 

Redmi 9: reinventing the entry-level smartphone experience

As the first entry-level Redmi smartphone to feature an all-purpose quad-camera set up, Redmi 9 helps capture life’s special moments. Whether you’re looking to take a quick snap, wide-angle group shot, close-up with stunning details, or beautiful portrait photos, Redmi 9 has you covered. The device also integrates fun and creativity into the photography experience with premium camera features, including Kaleidoscope and Palm Shutter. 

Meanwhile, users can view more with Redmi 9’s bigger and better screen. Featuring a 6.53’’ FHD+ Dot Drop display, Redmi 9 offers an optimal visual experience with crystal-clear detail at your fingertips. It also comes with TÜV Rheinland Low Blue Light certification and Corning® Gorilla® Glass for on-the-go protection.   

On the performance front, Redmi 9 sports an optimized MediaTek Helio G80 SoC, delivering a 107% improved performance1 over its predecessor. Paired with a 5020mAh (typ) large capacity battery, Redmi 9 packs the power you need for everyday work and play. This performance beast even supports 18W fast charging technology to keep your sideline time to a minimum so you can get back in the game. 

Redmi 9 features the stunning smartphone design you deserve. On the back cover, it leverages a chic gradient color design and an anti-fingerprint ripple texture. The rear fingerprint sensor is specially designed to sit beside the camera set, and surrounded by a trendy circle design featured on Redmi’s current smartphone lineup. Altogether, this makes Redmi 9 even more comfortable to hold and unlock.

To round it out, Redmi 9 also comes with a 3.5mm headphone jack, IR blaster, and multifunctional NFC2, while supporting dual SIM usage and an additional microSD card slot. With Redmi 9, users don’t have to compromise – they can have it all. 

Redmi 9 will be available in three color variants: Carbon Grey, Ocean Green, and Sunset Purple. Recommended retail price at EUR 149 for the 3GB+32GB variant and EUR 169 for the 4GB+64GB variant. 

Redmi 9C: AI triple camera and 6.53’’ large display

This brand-new entry-level smartphone is equipped with a massive 6.53” Dot Drop display for an immersive viewing experience and a 5000mAh high-capacity battery that satisfies users who want to do more and enjoy more on their phone. Redmi 9C features MediaTek Helio G35, an octa-core gaming chipset which can go up to 2.3GHz. It also sports the AI optimized triple camera that can quickly and easily capture crisp and clear images in a variety of situations.

Redmi 9C will be available at a recommended retailing price of EUR 119 for 2GB + 32GB variant, and EUR 139  for 3GB + 64GB variant. 

Redmi 9A: 6.53’’ large display and 5000mAh battery

This brand-new entry-level smartphone is equipped with a massive 6.53” Dot Drop display for an immersive viewing experience and a 5000mAh high-capacity battery that satisfies users who want to do more and enjoy more on their phone. Redmi 9A features MediaTek Helio G25, an octa-core gaming chipset, which allows for a smooth day-to-day operating experience. It also sports the AI-optimized 13MP rear camera that can quickly and easily capture crisp and clear images in a variety of situations. 

Redmi 9A comes at 2GB + 32GB and will be available at a recommended retailing price of EUR 99.

Quick Specs:

Redmi 9  Redmi 9A Redmi 9C
Display 6.53’’ FHD+ Dot Drop display

400 nit (typ) brightness 

Color contrast ratio: 1500:1 (typ)

NTSC: 70% (typ)

TÜV Rheinland low blue light certification 

Reading mode 2.0

Corning® Gorilla® Glass 3 

6.53” HD+ Dot Drop display

400 nit (typ) brightness 

Color contrast ratio: 1500:1 (typ)

TÜV Rheinland Low Blue Light certification 

Reading mode

6.53” HD+ Dot Drop display

400 nit (typ) brightness 

Color contrast ratio: 1500:1 (typ)

TÜV Rheinland Low Blue Light certification 

Reading mode

Rear camera 13MP wide-angle camera

8MP ultra-wide angle camera, 118° FOV

5MP macro camera 

2MP depth sensor 

13MP main camera 13MP main camera

2MP macro camera

2MP depth sensor

Front camera 8MP front camera 5MP front camera 5MP front camera
Dimension  163.32 x 77.01 x 9.1mm 164.9 x 77.07 x 9.0mm 164.9 x77.07 x 9.0mm
Processor  MediaTek Helio G80 

12nm process technology 

Oct-core CPU, up to 2.0 GHz 

MediaTek Helio G25

12nm process technology 

Octa-core CPU, up to 2.0 GHz 

MediaTek Helio G35

12nm process technology 

Octa-core CPU, up to 2.3 GHz 

Weight  198g 194g 196g
Security  Rear fingerprint sensor 

AI Face Unlock

AI Face Unlock2 AI Face Unlock2
Charging  5020mAh (typ) battery

Supports 18W wired fast charging 

10W in-box charger 

5000mAh (typ) battery

Supports 10W wired charging

10W in-box charger 

5000mAh (typ) battery

Supports 10W  wired charging

10W in-box charger 

Network support  Dual 4G standby Dual 4G standby Dual 4G standby
Connectivity  Bluetooth 5.0 

Multi-functional NFC2

IR blaster 

Micro USB

3.5mm headphone jack

Dual mic2 

Micro USB

3.5mm headphone jack

Supports multi-functional NFC2

System  MIUI 11 based on Android 10 MIUI 12 based on Android 10 MIUI 12 based on Android 10
Variant  3GB + 32GB, 4GB + 64GB2

Expandable storage up to 512GB 


Expandable storage up to 512GB 

2GB+32GB, 3GB+64GB

Expandable storage up to 512GB 

Available color  Carbon Grey, Ocean Green, Sunset Purple  Granite Gray, Peacock Green, Sky Blue Midnight Gray, Sunrise Orange, Twilight Blue


For product images please refer to Redmi 9  Redmi 9C, Redmi 9A.


  1. Data acquired through Xiaomi internal test. 
  2. Availability may vary across different markets. 



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 stellar lineup of ecosystem products to fit every lifestyle

New versions of fan favorites Mi Smart Band 5 and Mi Electric Scooter Pro 2 debut alongside Xiaomi’s all-new entertainment device lineup

Beijing, CHINA, July 15, 2020 – Global technology leader Xiaomi today announced a slate of new ecosystem products, featuring Mi Smart Band 5 and Mi Electric Scooter Pro 2 – next-generation versions of the brand’s beloved wearable and transportation blockbusters. The company also debuted a star-studded entertainment device lineup with Mi True Wireless Earphones 2 Basic, Mi TV Stick, and Mi Curved Gaming Monitor 34”. 

The launch signals Xioami’s growing footprint across personal tech categories – on a global scale – while delivering on its mission of providing high-quality tech products at honest prices. 

Mi Smart Band 5 delivers elevated fitness tracking for all

Consumers’ favorite fitness companion is now bigger and better than ever. Mi Smart Band 5 boasts a large 1.1” color AMOLED display with 20% more screen than its predecessor. Users can express their unique style by choosing from over 65 dynamic displays and six sleek band colors. With a vibrant display and sporty design, Mi Smart Band 5 makes fitness fashionable. 

Whatever your workout style, Mi Smart Band 5 has you covered. With 5 ATM water-resistant certification, the device can accompany users in and out of the water – from the pool to the track or the surf to the shower. With 11 exercise modes – including indoor cycling, elliptical, yoga, rowing machine, and jump rope – Mi Smart Band 5 captures your workout progress, no matter how you move. 

Beyond fitness, Mi Smart Band 5’s  PPG heart rate sensor is now up to 50% more accurate1, so you can always stay in touch with your cardiac health with more indicative data on your sleep status, stress levels or even monthly cycles. Additionally, this device gathers all the matrices and outputs a Personal Activity Intelligence (PAI) value for you to easily understand your health level. 

To power a larger screen and newly added features, Mi Smart Band 5’s battery supports up to 14 days of continuous usage.2 And when it is time to recharge, there’s no need to remove the tracker from its band thanks to Mi Smart Band 5’s all-new charging solution. Conveniently snap it onto its charger via its magnetic back, and let the charging begin!

Mi Smart Band 5 will be available at a recommended retailing price of EUR 39.99. Users can also enjoy an early bird price at EUR 34.99.4

Ride with power, go the distance with Mi Electric Scooter Pro 2

Too long to walk, but not far enough to drive? Go the distance with Mi Electric Scooter Pro 2. Xiaomi’s sleek new micro-mobility solution can travel up to 45km, at speeds up to 25 km per hour.3 An ideal commuting companion, the device can effortlessly climb 20% incline slopes and accommodate a week’s worth of trips on a single charge.2 

The built-in LCD lets riders view and control a wide range of parameters for convenient, hassle-free riding experience. Check the real-time speed, choose a riding mode, connect to Bluetooth, and even monitor headlight status with one quick glance. Mi Electric Scooter Pro 2 also features a 300W powerful motor, reliable double braking system, shock-absorbing pneumatic tires, and easy folding design for elevated urban mobility.

Designed with safety at its core, Mi Electric Scooter Pro 2 sports front, rear, and side reflectors as well as an upgraded 2W headlight that illuminates up to 10 meters ahead, for improved visibility. First-time riders will also receive safety reminders and tips once connected through their mobile devices for an added layer of safety.

The launch also debuted Mi Electric Scooter 1S – a more streamlined model for casual commuters. Mi Electric Scooter 1S can travel up to 30km at speeds up to 25 km per hour and offers an upgraded display, headlight, and other safety features.3

Xiaomi is also very excited to announce a special edition of Mi Electric Scooter Pro 2 in collaboration with the legendary Mercedes-AMG Petronas F1 Team. As stated by Chris Church, Vice President of Brand Partnerships APAC at Mercedes-AMG Petronas Formula 1 team: “We are extremely excited to bring the Mercedes F1 experience closer to our fans.  Like us, Xiaomi is committed to continuous innovation and we are delighted to work alongside them to bring to the market this new edition of their flagship Mi Electric Scooter Pro 2”. So stay tuned for the release soon!

Mi Electric Scooter Pro 2 will become available from EUR 499. Meanwhile, Mi Electric Scooter 1S can be pushed from EUR 399.

Dance, stream, and game like never before with Mi True Wireless Earphones 2 Basic, Mi TV Stick and Mi Curved Gaming Monitor 34” 

Mi True Wireless Earphones 2 Basic 

Designed with both music buffs and business professionals in mind, Mi True Wireless Earphones 2 Basic offers 5 hours of uninterrupted use from a full charge, with a total battery life of 20 hours from the three additional charges from its case.2 Other key features include:

  • Crystal clear calls with dual-mic environmental noise cancellation: The earphones filter background noise with one mic while picking up the user’s voice with the other.
  • Pause and play with automatic in-ear detection: With in-ear detection, Mi True Wireless Earphones 2 Basic automatically pauses when one earphone is removed. 
  • Stellar sound quality: Supporting advanced SBC/AAC codecs and a large 14.2mm dynamic driver, the device delivers an unmatched audio experience across a variety of devices. 

Mi TV Stick

Never go a day without entertainment with the pocket-sized Mi TV Stick. Featuring Android TVTM, Dolby and DTS surround sound support, built-in Google Assistant and Chromecast – Mi TV Stick is the go-to gadget for the ultimate binge-watcher. Other highlights include:

  • Quad-core CPU, 1GB of RAM + 8GB Storage: The device’s substantial output capacity takes the streaming experience of streaming to the next level.
  • Convenient buttons: Mi TV Stick comes with a Bluetooth remote control with dedicated buttons for swift access to Google Assistant, Netflix, and Prime Video.

Mi Curved Gaming Monitor 34”

Gamers will swoon over Mi Curved Gaming Monitor 34” which sports a WQHD 3440×1440 high-resolution display and 1500R curvature for a truly immersive viewing experience. Its 21:9 ultra-wide display expands the aspect ratio by 30% compared to normal 16:9 displays, while its 144Hz game-level refresh rate and flicker-free technology enable a seamless user experience. Additional attributes include:

  • 121% sRGB wide color gamut: Vivid colors are complemented by up to 300 nits of adjustable brightness and a 3000:1 contrast ratio for life-like picture quality.
  • AMD FreeSync™ Premium technology: The monitor seamlessly synchronizes the graphics with the monitor refresh rate when there is a high frame rate output for smoother gameplay.
  • Mi True Wireless Earphones 2 Basic will be available from a recommended retailing price at EUR 39.99. Early price starts from EUR 29.99.4  Mi TV Stick can be purchased from EUR 39.99, and users can buy Mi Curved Gaming Monitor 34” from EUR 399.

Product images please refer to: Mi Electric Scooter Pro 2, Mi Electric Scooter 1S, Mi Smart Band 5, Mi True Wireless Earphones 2 Basic, Mi TV Stick, Mi Curved Gaming Monitor 34’’.

  1. Heart rate detection increased by up to 50% refers to irregular movements such as cross-country running, mountain climbing, hiking, and more. Data is compared against the previous generation and conducted by the internal lab.
  2. Actual battery life may vary depending on environment, frequency of use, and other factors.
  3. Maximum speed may differ between markets to comply with the local laws and regulations. 
  4. Please refer to mi.com for more information. 



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 Announces the Top-notch Mi TV Lux 65″ OLED 

Beijing, CHINA, July 2, 2020 – Today, global technology leader Xiaomi officially debuted its first-ever premium TV model – Mi TV Lux 65″ OLED – in Mainland China. It boasts a 65’’ OLED display, accurate colors (98.3% color gamut, Delta E < 1.5), AI Master Smart Engine, and Dolby Vision support. Mi TV Lux 65″ OLED is built to exceed expectations and takes visual quality to the next level. 

This ground-breaking device also features a stunning audio performance with 9 speaker units with a combined output of 65W, 3D Spatial Sound System, and Dolby Atmos support. It doubles up as a powerful gaming display, thanks to the Auto Low Latency Mode (ALLM), a Variable Refresh Rate (VRR) from 40Hz to 120Hz, and HDMI 2.1 standard output. 

Xiaomi’s first flagship TV – OLED display offers a Delta E as low as 1.5 for accurate colors

As Xiaomi’s first ultra high-end TV, Mi TV Lux 65″ OLED features the latest OLED technology. With 8.29 million individually controlled sub-pixels, the device offers ultra high contrast and produces perfect blacks, emitting close to 0-nit in dark scenes. These ensure an outstanding dark room performance and a stunning viewing experience with exceptional dark details.

Mi TV Lux 65″ OLED also offers professional-grade color reproduction, with an ability to display 98.5% of DCI-P3 color space. The true 10-bit color OLED panel can accurately reproduce a wide range of 1.07 billion different colors. With a Delta E as low as 1.5, Mi TV Lux 65″ OLED delivers accurate colors and brings out true-to-life color pictures. 

Spot every detail with AI Master automatic picture quality adjustment and Dynamic HDR

Mi TV Lux 65″ OLED’s AI Master deep learning engine combines both the essence of human wisdom and creativity. Powered by an MPU 9650 intelligent processor, it automatically adjusts picture quality through Xiaomi’s AI Master for Picture technology. This dedicated technology currently supports 20+ image quality algorithms and intelligently optimizes five major content types.

Thanks to the OLED panel and numerous technical advances powered by the new MTK chip, Mi TV Lux 65″ OLED is able to access Dolby Vision HDR imaging technology, HDR10+, HDR10, and HLG. Dolby Vision revolutionizes the TV experience with incredible brightness, contrast, color, and detail backed by the astoundingly vivid image quality. Dynamic HDR not only enhances TVs HDR capabilities but also ensures that Mi TV Lux 65″ OLED can perfectly display all sorts of HDR10+ video content shot on a mobile phone. It also guarantees that every moment of a video is displayed at its ideal values for depth, detail, brightness, contrast, and wider color gamuts.

Feast your eyes with 120Hz refresh rate, MEMC, and low blue light protection

Xiaomi’s vision for next-gen premium TV is to ensure an ultra-smooth viewing experience for every use scenario. This means stutter-free and low latency image quality no matter if it’s for watching movies, dramas, or sports shows. With 120Hz high refresh rates, 1ms (GtG) response time, and MEMC technology, the Mi TV Lux 65″ OLED can present highly dynamic motion pictures in stunning clarity. This ground-breaking offering is reinforced with image enhancement technology that can optimize the visual quality from pixel level, enriching low-resolution video content with great detail. 

To achieve low blue light emission, the 65’’ OLED display adopts an anti-blue light material that emits non-harmful light within the wavelength of 460-480mm. The OLED panel also comes in the right brightness that ensures flicker-free and comfortable viewing even for families with kids.

Deeply immersive audio experience with 9-unit 65W speakers and Dolby Atmos

Aside from top-notch display and image quality, Mi TV Lux 65″ OLED comes with an immersive 3D sound system for a premium quality audio experience, featuring nine speaker units with a total output of 65W. This includes two sets of 12.5W full-frequency bottom-firing main speakers located on the back of the device (each set with one tweeter and one woofer), two dome surround sound speakers at the top that replicate sounds coming from above, along with a 20W subwoofer speaker with 1.9L sound chamber, and two passive radiators. Mi TV Lux 65” OLED is able to create an immersive sound field that allows users to indulge in a 3D panoramic audio experience with sounds coming from all directions.

Mi TV Lux 65” OLED supports eARC (Enhanced Audio Return Channel) and 32-channel PCM for high-bit rate 3D surround sound signals directly to other speakers via HDMI. With AI Master for Audio sound enhancement technology, the TV can identify content and adjust audio settings automatically between 5 modes: movie, music, news, sports, and others to best suit the scenario. Combined with the capabilities of Dolby Atmos, it offers a truly astonishing audio experience at home.

Enjoy the audiovisual experience you deserve with premium configurations 

Thanks to the flagship MPU 9650 chip, the TV promises breakthrough audio and video quality, which is critically important for console gamers – one of the core user groups of high-end TVs. Mi TV Lux 65″ OLED‘s new series of OLED panels not only support the common HDR10 format of games, but is also equipped with the latest generation HDMI 2.1 standard protocol interface that supports Auto Low Latency Mode (ALLM) and Variable Refresh Rate (VRR). The 4K 120Hz screen output is not only great at coping with the current mainstream game consoles, but is built to support upcoming next-generation consoles.

Mi TV Lux 65″ OLED aims to become a large-screen smart hub in the user’s home. The in-box NFC Bluetooth remote allows users to simply place their smartphone near the remote to project video content, as well as easily control the TV or other smart home devices using voice commands. It also comes with a built-in XiaoAi AI Assistant 3.0 which boasts a brand-new UI interface, newly added male assistant voice options, and the continuous dialogue function. 

Mi TV Lux 65″ OLED boasts a four-sided bezel-less full-screen design with a 98.8% screen to body ratio, creating the ultimate borderless experience. It also adopts a premium glass stand and a colorful notification light at the bottom of the device, while supporting Always-On display on its OLED panel that can incorporate smart widgets like clock, weather, personal signature, or even display the status of their smart home devices. 

Priced at RMB 12,999, Mi TV Lux 65″ OLED will be available for purchase on Xiaomi official channel in Mainland China starting from July 3rd.