comscore Xiaomi's new sub-brand called 'Lanmi'; to soon launch X1 smartphone: Report
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Xiaomi's new sub-brand called 'Lanmi'; to soon launch X1 smartphone: Report

Xiaomi's new 'Lanmi' sub-brand will take on Oppo and Vivo in China.

xiaomi-lanmi-x1

Xiaomi is rumored to reveal a new sub-brand to take on competition from the likes of Oppo and Vivo in China. While details about the sub-brand are scarce, a leak now hints at what it could be called, and what the first smartphone could be called. The sub-brand is expected to continue the Xiaomi tradition of providing devices with high-end specifications at aggressive prices. Also Read - OnePlus Nord CE vs Redmi Note 10 Pro Max: Does 4G still outdo 5G at a lesser price?

Also Read - Xiaomi is hiding the front camera on its next Mi flagship smartphone

According to leaks shared on Weibo (reported by GizmoChina), the new Xiaomi sub-brand will be called ‘Lanmi’. It is actually two words, Lan and Mi but the brand is most likely to use them together (just like in the current Redmi series). Not just the brand name, but the leak also reveals the first smartphone Xiaomi will announce under this sub-brand — the Lanmi X1. The smartphone could arrive as early as this month, though the latest leaks do not mention the timeline. Also Read - Xiaomi 200W fast charging to reduce 20 percent of full battery capacity in 2 years

The new Lanmi brand will be considerably different from the current Xiaomi Redmi series. The brand is expected to focus entirely on off-line sales to give Xiaomi a boost in the offline retail segment. While in India, Xiaomi focuses more on the online segment and sells smartphones primarily via flash sales, the China format is different. Xiaomi has flash sales, but also large retail stores spread across the country. However, its penetration in the offline segment is not as strong as Vivo and Oppo. With the new Lanmi sub-brand, Xiaomi is expected to change that. ALSO READ: Xiaomi Mi Max 2 likely to launch in India on July 18: What we know so far

Initial leaks suggested that the new Lanmi X1 will replace the Xiaomi Redmi Pro 2. However, subsequent reports suggest that the two will be completely different devices under two sub-brands. They might share some similar features and specifications. As per the report, the Xiaomi Lanmi X1 is likely to come in two variants — one could be the Lanmi X1 and the other the Lanmi X1 Pro or Plus. Each of the variants will further come in four internal storage and RAM options — 64GB internal storage + 4GB RAM, 128GB internal storage + 4GB RAM, 64GB internal storage + 6GB RAM and 128GB internal storage + 6GB RAM.

Leaked image also shows the rear of the smartphone with a dual rear camera setup and dual-tone LED flash, hinting that the Lanmi X1 will be a flagship device. The phone seems to be made of metal and feature a unibody design. The leak gives no other hints except the position of the volume rocker which is standard. But as the launch is barely weeks away, more details are expected to surface soon. And while Xiaomi will first announce the Lanmi X1 in China, it is unclear if the smartphone will ever make its way to India. ALSO READ: Xiaomi Redmi Note 5A leaked retail box hints at an imminent launch

Xiaomi has managed to create a strong presence in the Indian market, and has unseated some of the best indigenous brands to enter the top-three race. While the brand is now slowly entering the offline space in India, it continues to primarily battle competition online. Xiaomi is looking at strengthening its offline presence and capturing rural markets in India to give sales a further boost. The brand recently set up its first ever Mi Home Store in the country, and soon plans to expand to 100 Mi Home Stores by the end of 2018.

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  • Published Date: July 12, 2017 11:05 AM IST



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