Leaked image of the first handset to be launched under the new brand. Source: kkj.cn
It is speculated that the growing presence of BBK Electronics owned brands (Vivo and Oppo) in the offline market has resulted in this move. These brands have created a strong offline sales network through its many stores while Xiaomi has been focussing on the online market. The new sub-brand from Xiaomi will be positioned in the offline market as an alternative to Oppo and Vivo. We had reported yesterday that Xiaomi is trying to expand its offline market presence in both China and India. Xiaomi expects this new brand to emerge as one of the leading players in the brick and mortar space. A marketing blitzkrieg featuring a celebrity brand ambassador is also said to be in the works.
There is no information available as yet whether this new sub-brand will be launched in markets other than China, but considering Xiaomi's actions in the recent past, the new sub-brand could be introduced in key global markets including India.
