Xiaomi (Xiaomi) - who is it? Full brand guide №1 in China

If you’ve ever been interested in modern electronics, you’ve probably come across the name Xiaomi (pronounced “Xiaomi” but often spelled “Xiaomi” in Russian) – a brand that has grown over the past 10 years from a niche Chinese startup to a global giant competing with Samsung, Apple and Huawei. But who is behind Xiaomi, why their smartphones are so popular, and what else besides phones does the company make? In this article, we’ll break through the brand’s history, its philosophy, key products, and explain why Xiaomi is often referred to as “China’s Apple” – but with important caveats.

There is endless debate about whether Xiaomi is good, with some praising it for its price-to-quality ratio, which is still the best on the market, others blaming it for raw software or marketing ploys. We won’t force your opinion on it, instead we’ll give you facts, figures and analysis so you can decide for yourself whether to trust the brand, and we’ll also talk about the little-known aspects of the company: for example, why its founder Lei Jun once worked for Kingsoft (China’s equivalent of Microsoft), and how Xiaomi almost went bankrupt in 2016.

Who founded Xiaomi and why is it called that?

Xiaomi Inc. was founded in April 2010 in Beijing by a group of entrepreneurs, among whom the most famous was Lei Jun (Lei Jun). CEO Before Xiaomi, Ley successfully sold his previous company, Kingsoft, to the company. $He has invested $1 billion in dozens of Chinese startups, and is often compared to Steve Jobs, not only because of his black turtleneck and presentation style, but also because of his ambitious goal of making high-tech gadgets accessible to the masses.

Xiaomi is a Chinese word for millet, a small cereal plant that symbolizes modesty, accessibility and ubiquity in China, a philosophy that is reflected in the brand's slogan: "Just for fans" -- originally positioned as a "geek-friendly" smartphone maker, but has become a mass-market brand in 5 years. Interesting fact: the Xiaomi logo is an inverted "mi" that also resembles a square root -- a reference to the company's engineering approach.

• 📅 2010 – the foundation of Xiaomi, the release of the first software MIUI (shell).
• 📱 2011 – release of the first smartphone Xiaomi Mi 1 (price) ~$300, top characteristics for that time).
• 🌍 2014 – Entering international markets (India, Indonesia, Russia).
• 💰 2018 — IPO on the Hong Kong Stock Exchange (estimation) $54 billion).
• 🚀 2021 – Xiaomi becomes the second-largest smartphone brand in the world (after Samsung).

Lei Jun makes no secret of being inspired by Apple and Google, but criticizes them for “closed ecosystems”; Xiaomi, on the contrary, relies on openness: for example, their firmware. MIUI It is based on Android and many devices support custom ROM’But this openness has a downside, and we'll talk about it in the section on risk and criticism.

What Xiaomi is doing today: smartphones and not only

Though Xiaomi started out as a smartphone maker, it is now an ecosystem of more than 200 product categories, from robot vacuum cleaners to electric scooters, and it divides its products into three distinct categories:

1. Smartphones and tablets (flagship series Mi, Redmi, POCO, foldable Mix Fold).
2. Smart appliances for the home (Mi Home: light bulbs, sockets, sensors, cameras).
3. Electronics and accessories (headphones, fitness bracelets, laptops, TVs).

Xiaomi doesn’t make everything itself, but rather operates on a “startup incubator” model, investing in other Chinese brands (such as Huami, the Mi Band bracelet maker, or Chuwi, laptops) and then integrating their products into its ecosystem under the Mi Ecosystem brand, allowing it to quickly expand its range without the risks associated with its own production.

One of the key principles of Xiaomi is the “three iron rules”:

1. Never earn more than 5% on hardware (main revenue from services).
2. Offer top features at a price 20-30% lower than competitors.
3. Create an ecosystem where all devices work together (e.g., a smartphone controls a vacuum cleaner via Mi Home).

Why is Xiaomi called the “Chinese Apple”?

Xiaomi's comparison with Apple is not accidental. Here are the main parallels:

• 🍎 Founder's cult of personality: Lei Jun copies Stephen Jobs' style (black turtleneck, minimalist presentations).
• 📱 Device ecosystem: like Apple, Xiaomi has its own processors (Surge), OS (MIUI), and compatible accessories.
• 🛒 Marketing and hype: Xiaomi uses limited batches ("flash sales") and artificial scarcity, like Apple in the 2000s.
• 💰 Premium ambition: the Mi Mix series was positioned as a competitor to the iPhone (for example, the Mi Mix 4 with a subscreen camera).

However, there are key differences:

⚠️ Note: Unlike Apple, Xiaomi doesn't control the entire production cycle, and most of its smartphones are assembled in Foxconn plants (the same contractor as Apple), but under cheaper contracts, keeping prices low, but sometimes affecting build quality.

• 💸 Price policy: even flagships Xiaomi cheaper than the iPhone 2-3 times (for example, Xiaomi 13 Pro vs iPhone 14 Pro).
• 🤖 Openness of the software: MIUI Android-based and supports third-party launchers, while iOS is closed.
• 🌐 Xiaomi’s sales geography: 70% of revenue is in Asia, while Apple is focused on the US and Europe.

Another important difference is the monetization model: Apple makes money selling devices and services (Apple Music, iCloud), while Xiaomi makes the main profit from:

• 📊 Internet services (advertising in MIUI, Mi Browser apps, Mi Video).
• 🏠 Smart home (cloud storage subscriptions for cameras, premium features in Mi Home).
• 🛠️ Accessories (the markup on them is higher than on smartphones).

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If you buy a Xiaomi smartphone in Europe or Russia, pay attention to the firmware: global version (Global) ROM) China is not using Chinese advertising and services, but China ROM It may contain unnecessary applications.

Risks and Criticism: What to Know Before Buying

Despite its popularity, Xiaomi has a number of design flaws that are rarely talked about in advertising.

⚠️ Note: Xiaomi was blacklisted by the U.S. Department of Defense in 2020 for alleged ties to the Chinese military, and although it was later dropped, it affected its reputation in some countries.

• 🔄 Software updates: Xiaomi is famous for frequent updates MIUI, But older models are being phased out faster than Samsung or Google, like the Redmi Note 9 (2020) only got 2 major Android updates.
• 📦 Quality of assembly: budget models (Redmi, POCO) Sometimes they suffer from backlashes or irregular gaps. Flagships (Xiaomi 13) are better in this regard.
• 📡 Local restrictions: some features (e.g. Mi Pay or Mi Cloud) are not available in all countries.
• 🛡️ Security of data: MIUI It collects telemetry (like other Android shells), but in China, this data can be shared with the authorities on request.

Another problem is marketing gimmicks, and Xiaomi often claims to have breakthrough technologies that actually turn out to be:

• 🔋 «100-watt charging in the Redmi Note 12 Pro+ — It takes 15 minutes to charge, but the battery wears out faster.
• 📸 «200-megapixel camera in Xiaomi 12T Pro – in practice, the photos are not much different from 48 MP competitors.
• 🖥️ «120Hz display in budget models – works only at maximum brightness, which eats the battery.

Xiaomi remains one of the most transparent Chinese brands: they publish the source code of the kernel. MIUI, Actively interact with the community of developers and even released a smartphone for enthusiasts – Xiaomi 12S Ultra with support for handheld camera firmware (in partnership with Leica).

Xiaomi vs Redmi vs POCO: what's the difference?

Many people confuse Xiaomi, Redmi and POCO, They think they're different brands, and they're actually sub-brands of the same company that target different market segments:

Redmi (formerly part of Xiaomi, now a separate sub-brand) focuses on the mass market: low-cost smartphones with good specs, but a simplified design and plastic body. AMOLED-screen and 120 Hz, which is rare for its price category.

POCO (The name "little" was originally created for India as a response to Realme and Samsung's M-series, and today it's a brand for those who want maximum performance for minimal money, POCO F5 The Snapdragon 7 processor+ Gen 2, which competes with the flagships of two years ago.

Black Shark is a joint project of Xiaomi and Tencent (owner of WeChat and WeChat). PUBG Their smartphones feature physical triggers, liquid cooling and 144Hz screens, but the brand has curtailed operations in 2023 due to falling demand for gaming phones.

How to buy Xiaomi: official and unofficial channels

Xiaomi is sold through multiple channels, and it's not just the price that depends on the choice, but also the warranty, firmware and support.

• 🏬 The official website (mi.com) is the most reliable purchase, but prices are higher than those of resellers.
• 🛒 Partner stores: Svyaznoy, M. Video, Wildberries, Ozon. There are often discounts, but make sure that the seller is on the list of official Xiaomi dealers.
• 🌐 AliExpress, Amazon, eBay are cheaper, but the risk of running into China ROM (Chinese firmware or fake. Always check the seller's reviews.
• 🏢 Service centers: sometimes sell refurbished devices with a warranty, for example, Xiaomi Service Russia.

⚠️ Note: When buying on AliExpress, pay attention to the country of shipment. If the product comes from China, check if it supports Russian frequencies. 4G (Band 7, 20 and 5G (n78). For example, the Redmi Note 12 5G China does not work with Russian 5G!

If you are buying a Xiaomi smartphone abroad (e.g. in Europe or the UAE), consider:

• 🔌 Charger may not fit Russian outlets (need adapter).
• 📡 Support LTE/5G It depends on the regional version. 13 Lite supports the EU Band 20 (It is important for roaming, but the Asian version is not.
• 🗣️ Firmware Language: Global Versions (Global) ROM) They support Russian and China. ROM — Chinese and English only.

To check the originality of the device, use:

1. Official website mi.com/verify (enter IMEI).
2. Mi Verify (available on Google Play)
3. Check the serial number on the box and under the battery (must match).

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Buy Xiaomi only from official dealers if you are interested in warranty. Unofficial sellers often sell "grey" devices without local support.

Xiaomi’s Future: What to Expect in 2026-2026

Xiaomi is investing heavily in new technologies, and in the coming years we should expect:

• 🤖 Robots and AI: In 2023, Xiaomi introduced CyberDog 2 (robot dog) and CyberOne (humanoid robot.
• 🚗 Xiaomi announces release of its first electric car Xiaomi SU7 It will compete with the Tesla Model 3 in 2026. BYD Seal.
• 📱 Foldable smartphones: after the Mix Fold 3 (2023) is expected to be more affordable model with a flexible screen.
• 💡 Smart Home: Developing the Mi Home ecosystem with a focus on energy efficiency (e.g. solar panels for the home).

However, the company also has challenges:

• 📉 Falling sales in 2023 year (-5% compared 2022) competition with Realme, Oppo and Transsion (Tecno, Infinix brands).
• 🔒 Geopolitical risks: US restrictions on chip shipments (like Qualcomm and MediaTek) could make it harder to produce flagships.
• 🔄 Top management rotation: several key engineers left in 2023, including the head of the smartphone division.

Despite this, Xiaomi remains one of the most innovative brands, for example, they were the first to release:

• 📱 Smartphone with a subscreen camera (Mi Mix 4, 2021).
• 🔋 200-watt charger (Redmi Note 12 Discovery, 2023).
• 🎮 Smartphone with physical triggers (Black Shark).

FAQ: Frequent questions about Xiaomi