Who owns the brands under Xiaomi’s wing?
Xiaomi is no longer just a smartphone maker, and today it is a giant ecosystem of dozens of sub-brands, from budget gadgets to premium electronics. But what is the name of Xiaomi's subsidiary, which is responsible for this or that category of technology? And why is it creating separate brands instead of releasing everything under one name?
It's about market segmentation, where each sub-brand is specific, like POCO focusing on powerful smartphones for gamers, Redmi focusing on affordable devices for the mass consumer, and Black Shark on professional gaming devices, all owned by Xiaomi or closely linked through investments and partnerships, and looking at which subsidiaries exist today, how they differ and how to recognize them when buying.
It is important to understand that not all brands in Xiaomi’s ecosystem are direct subsidiaries in the legal sense, some are strategic partners or companies in which Xiaomi has invested (e.g. Huami for wearable electronics), others are fully controlled sub-brands designed to capture new market niches.
Xiaomi’s Official Subsidiaries: The Complete List of 2026
Xiaomi currently owns or directly manages several key brands, which can be divided into three groups:
- 📱 Smartphones and tablets: Redmi, POCO, Black Shark
- 💻 Laptops and Computers: Mi Notebook (partially integrated into the core brand)
- 🏠 Smart home and appliances: Mijia, Mi Home (united under the auspices of Xiaomi Smart Home)
The most famous sub-brand is Redmi, which was originally positioned as a budget direction for Xiaomi, but over time has grown into a standalone lineup with premium models (for example, Redmi K70 Pro). POCO, in turn, was originally an experiment to produce “killer flagships” (like POCO F1), but now it is a separate brand with its own strategy.
A special case is Black Shark, which specializes in active-cooled gaming smartphones, physical triggers, and a high-frequency screen. In 2026, Black Shark officially joined Xiaomi, although it was previously an independent company with investments from Xiaomi and Tencent.
Partners and Investments: Who else is in the ecosystem?
In addition to direct subsidiaries, Xiaomi is actively investing in other companies that are de facto becoming part of its ecosystem, and these brands often use Xiaomi platforms (such as MIUI for smartphones or Mi Home for smart devices), but remain legally independent.
- ⌚ Wearable electronics: Amazfit (owned by Huami, which Xiaomi invested in)
- 🔊 Audio engineering: 1More (premium headphones, partner Xiaomi)
- 🚗 Electric transport: Segway-Ninebot (gyroscooters, electric bikes; Xiaomi is the largest shareholder)
- 💡 Lighting and Smart Home: Yeelight (Smart Lamps and Lighting)
Fun fact: Some of these companies started out as startups, but thanks to Xiaomi’s investment, they grew into global brands. For example, Huami (Amazfit’s parent company) initially developed fitness bracelets for Xiaomi under the Mi Band brand and then became a standalone player in the market.
It's important not to confuse partners with subsidiaries, for example, Amazfit is not a Xiaomi sub-brand, but a product of Huami, which works closely with Xiaomi, but in stores and on websites, these devices are often sold side by side, creating the illusion of a single brand.
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To check if the Xiaomi brand belongs, look at the device box: if there is a Mi logo or a mention of MIUI/Mi Home, it’s likely part of the ecosystem.
How to distinguish the original Xiaomi sub-brand from a fake?
With Xiaomi’s popularity, there are many clones and fakes masquerading as sub-brands, and here are the key signs that can be used to identify the original device:
- Logo and packaging: The box must have an official brand logo (e.g. Redmi or POCO) with a hologram or protective stickers.
- Firmware: Original smartphones run on MIUI (for Redmi/POCO) or JOYUI (for Black Shark).
- IMEI: Check the *#06# code, which must match the box and settings.
- Price: If the device is sold 30-50% cheaper than the average market price, this is a reason to be wary.
Redmi and POCO devices are especially often counterfeited, as they are in high demand in the budget segment, for example, fraudsters can pass off a cheap clone with a weak processor and a low-quality screen as a Redmi Note 12.
⚠️ Attention: B 2023 Black Shark-branded counterfeits have become more common in the year, and gaming smartphones are often copied by replacing physical triggers with regular buttons. mi.com/global/verify.
Xiaomi Sub-Brand Comparison: What to Choose in 2026
To understand which brand from the Xiaomi ecosystem is right for you, compare their key features in the table:
| Brand | Target audience | Price segment | Key chips | Example of a model (2026) |
|---|---|---|---|---|
| Xiaomi (main) | Users who value the balance of price and quality | Medium/premium | Flagship cameras, AMOLED-screens, fast charging | Xiaomi 14 Ultra |
| Redmi | Budget Buyers and Youth | Budget/medium | High performance at low cost, long support life | Redmi Note 13 Pro+ |
| POCO | Gamers and productivity enthusiasts | Medium. | Powerful processors, high FPS in games, minimalist design | POCO F6 Pro |
| Black Shark | Professional gamers | Premium | Physical triggers, active cooling, 144+ Hz screen | Black Shark 6 Pro |
| Mijia | Buyers of smart home appliances | Budget/medium | Mi Home integration, compatibility with voice assistants | Mijia Smart Air Fryer |
If you want a smartphone for everyday tasks, you should choose Redmi or Xiaomi’s main brand, POCO or Black Shark (depending on budget) will be the best solution for games, and Mijia or Yeelight will be the best solution for a smart home.
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The POCO brand in 2026 switched to its own firmware POCO UI, based on MIUI, but with unique features for gamers, such as Game Turbo 6.0 mode.
Legal Structure: How does Xiaomi manage subsidiaries?
From a legal point of view, Xiaomi uses two main models of sub-brand management:
- Full ownership: The Redmi, POCO and Mijia brands are direct subsidiaries of Xiaomi Corp. They do not have a separate legal entity and are managed centrally.
- Investments and partnerships: Companies like Huami (Amazfit) or Segway-Ninebot remain independent, but Xiaomi owns a significant share of their shares (for example, ~15% in Huami as of 2026).
This approach allows Xiaomi to respond flexibly to market changes, for example, if the niche of gaming smartphones is no longer in demand, the company can easily rebrand Black Shark or integrate its technology into other lines (as it did with Mi Gaming in 2020).
In 2023, Xiaomi reorganized its sub-brand management structure to create a separate division of Xiaomi Ecosystem, which oversees all partner projects, which allowed to accelerate the introduction of new products to the market.
⚠️ Note: In some countries (e.g. India) brands POCO Redmi and Redmi are registered as separate legal entities due to local foreign investment laws.
The future of the ecosystem: what new brands will Xiaomi have?
Xiaomi is expanding its presence in new categories in 2026, and this could lead to additional sub-brands, according to insiders, the company is considering the following areas:
- 🚘 Electric Cars: Xiaomi Brand EV (already announced, the first sedan will be released in 2026-2026.).
- 🤖 Robotics: Possible sub-brand for home robots (e.g. Mi Robot already exists, but can be singled out separately).
- 💊 HealthTech: Smart medical devices (such as blood pressure monitors or glucometers) under a new brand.
According to a report by Xiaomi for 2023, the company plans to increase the share of revenue from ecosystem products (smart home, wearable electronics, electric vehicles) to 50% of total turnover by 2026, which means that in the coming years, we should expect the emergence of new sub-brands, especially in the premium segment.
Xiaomi may also bring a separate brand for enterprise solutions (e.g. servers or cloud services) to market, as the segment is now developing under the company’s primary name, but does not have a clear identity.