Redmi

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Xiaomi’s value-focused consumer technology sub-brand, best known for affordable and mid-range smartphones.

Last updated October 14, 2026

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First read: Nov 4, 2026
Latest read: Nov 4, 2026

Since Oct 28, 2026 · from this site's server log

Overview

Redmi is a consumer-technology brand operated within Xiaomi Corporation and primarily associated with affordable and mid-range smartphones. It began as a Xiaomi product line in 2013, when Xiaomi introduced the first Redmi handset as a way to address the mass-market segment while preserving room for the Xiaomi name to pursue broader and more premium positioning. The Redmi name became especially prominent in China and later in India, Southeast Asia, Europe, the Middle East, and other price-sensitive or fast-growing smartphone markets. The brand’s central proposition is value: Redmi devices generally combine competitive specifications, large displays, substantial batteries, capable cameras, and contemporary connectivity with prices below those of many premium manufacturers. Xiaomi’s online-first distribution, large-scale procurement, shared software and engineering resources, and strong e-commerce presence helped Redmi compete aggressively on price. Flash-sale and digital-launch practices associated with Xiaomi also contributed to early awareness and demand, although Redmi subsequently expanded through physical retail and regional distribution networks. The Redmi Note family became the brand’s most important product platform. It serves the large mid-range market and has been refreshed through successive generations, with improvements in display technology, camera systems, charging, processors, battery capacity, and 5G connectivity. Other product families address different use cases: the numbered Redmi series generally targets mainstream buyers, the A series emphasizes entry-level affordability, and the K series is positioned toward performance-oriented users in markets where it is sold. Redmi has also been used for selected ecosystem products and accessories, although smartphones remain its defining business. In January 2019, Xiaomi formally presented Redmi as an independent brand under the Xiaomi umbrella. The separation allowed Xiaomi and Redmi to communicate more distinct price, design, and performance propositions while continuing to share corporate infrastructure and technology. Redmi remained commercially connected to Xiaomi rather than becoming a separately listed company. Marketing has emphasized practical performance and durability rather than luxury status. Product launches have used digital advertising, influencer activity, localized communications, interactive experiences, outdoor advertising, and retail materials. Campaigns for the Note series have highlighted everyday usefulness, cameras, displays, battery endurance, fast charging, and physical toughness. The brand’s audience includes students, younger consumers, working households, mobile-first users, and buyers seeking high specifications without flagship pricing. Redmi remains active as a Xiaomi sub-brand. Its current role is to provide broad-volume smartphones across entry, mainstream, mid-range, and selected performance segments, while supporting Xiaomi’s wider device ecosystem. Exact product availability, naming, specifications, and market positioning vary by country.

History

Redmi originated within Xiaomi as a product line for affordable smartphones. Xiaomi itself was founded in Beijing in 2010 by Lei Jun and associates, initially building its audience through software, online communities, and an online-first consumer-electronics model. The company released its first smartphone in 2011 and sought to combine competitive hardware with comparatively low prices. On 31 July 2013, Xiaomi introduced the Redmi name and released the first Redmi phone. The line allowed Xiaomi to compete more directly for entry-level and mass-market customers without using one undifferentiated brand proposition for every price segment. Redmi’s early growth was closely linked to the rapid expansion of smartphones in China and to Xiaomi’s digital sales model. Over time, the line became important outside China, particularly in India and Southeast Asia, where buyers often placed a high priority on specifications and price. The Redmi Note family broadened the line from basic affordable handsets into the large mid-range segment. Successive Note generations added larger displays, stronger processors, improved cameras, faster charging, greater battery capacity, and later 5G connectivity. Redmi also developed additional naming tiers, including numbered models for mainstream buyers, A-series products for lower price points, and K-series devices aimed at performance-oriented users in markets where the series is available. Xiaomi’s expansion of retail and offline experience stores complemented online launches and flash-sale activity. Redmi’s distribution consequently developed beyond Xiaomi’s original online emphasis, with operators, electronics retailers, e-commerce platforms, and Xiaomi-branded stores helping the brand reach a wider international audience. Marketing typically focused on feature comparisons, practical benefits, influencer and social-media engagement, and localized launch communications. In January 2019, Xiaomi announced the formal independence of the Redmi brand. This was a brand-architecture decision rather than a corporate separation: Redmi received a clearer identity and greater freedom to address value and performance segments, while Xiaomi continued to provide corporate ownership, engineering resources, software, supply-chain capabilities, and distribution support. Xiaomi could use its own name for a wider portfolio and more premium positioning, while Redmi could communicate more directly with mass-market smartphone buyers. During the 2020s, Redmi continued to refresh the Note, K, numbered, and A families and to emphasize 5G, fast charging, display quality, camera capability, battery life, and durability. Regional marketing included interactive digital advertising, launch films with influencers, and large outdoor activations. The brand has also appeared on selected ecosystem devices and accessories, but smartphones remain its principal identity and commercial focus. Redmi is currently an active Xiaomi sub-brand with international reach. Its role is to cover high-volume price bands across developing and developed markets, offering consumers a specification-led alternative to more expensive flagship brands. Product ranges and brand presentation differ by market, so individual Redmi families should be interpreted in their regional context.

2024
Redmi Note 14 5G outdoor durability activation
[10]Redmi Note 14 5G outdoor durability activationmedianews4u.com
Xiaomi India staged CGI and live-action outdoor advertising in New Delhi, Bengaluru, Mumbai, and Hyderabad to promote the device’s durability.
2022
Redmi 11 series UAE launch campaign
[4]Rise To The Challenge with Xiaomiadsoftheworld.com
The UAE campaign “Rise To The Challenge” used influencer-led films to support the launch of the Redmi 11 series.
2021
Redmi Note 11 global launch marketing
[3]Redmi Note 11 Launch Advertising Campaigntoy-creative.com
A global advertising project supported the Redmi Note 11 launch with product-focused visual assets and retail advertising.
2019
Redmi became an independently presented Xiaomi brand
[2]Xiaomi Corporation reference historybaike.baidu.com
Xiaomi formally separated Redmi’s brand identity from Xiaomi while keeping Redmi within the Xiaomi corporate group.
2013
Redmi product line introduced
[2]Xiaomi Corporation reference historybaike.baidu.com
Xiaomi introduced the Redmi name and released its first Redmi smartphone for the mass market.

Products and positioning

Value-focused consumer technology with an emphasis on high specifications, practical performance, durability, and accessible pricing.

Smartphones · 2014
Redmi Note series
Redmi’s principal mid-range smartphone family. Note models typically seek to bring features associated with more expensive phones—large or high-refresh-rate displays, multi-camera systems, strong batteries, fast charging, capable processors, and 5G in newer generations—to a broader price-conscious audience. The family is sold in multiple configurations and regional variants, so specifications and availability differ by market.
Performance smartphones · 2019
Redmi K series
A performance-oriented Redmi smartphone family offered in selected markets. K-series devices generally prioritize processing power, gaming capability, fast displays, high-speed charging, and other specifications intended to appeal to enthusiasts who want near-flagship performance at a lower price than many premium phones.
Mainstream smartphones · 2013
Redmi numbered series
The numbered Redmi range serves mainstream smartphone buyers. Models are designed around a balance of affordability, everyday performance, battery life, camera functionality, and modern connectivity. The exact hierarchy and naming conventions vary across China and international markets.
Entry-level smartphones
Redmi A series
The A series addresses entry-level users seeking an inexpensive smartphone for communications, media, social applications, and basic photography. It generally occupies a lower price tier than the Note and K families, with product choices shaped by local market requirements.
Consumer electronics
Redmi ecosystem products and accessories
Redmi branding has also been applied to selected accessories and consumer-electronics products associated with Xiaomi’s broader ecosystem. These may include audio, wearable, charging, and other device categories, but the exact portfolio is market-dependent and smartphones remain the brand’s best-known offering.

Controversies

2021
Xiaomi fined over false advertising in China
China's market supervision department fined Xiaomi 20,000 yuan for violating the Advertising Law. The reported false advertisement for the Redmi K30 5G incorrectly claimed that the phone had a Samsung AMOLED display, while it had an LCD panel.
Source
Criticism over small-batch 'flash sales' and sell-out claims
Source

2024Redmi Note 14 5G CGI-enabled durability billboards
India
Xiaomi India combined CGI and live action in outdoor advertising at prominent locations in Delhi, Bengaluru, Mumbai, and Hyderabad. The execution dramatized a Redmi Note 14 5G phone emerging from a billboard, falling, and being exposed to an apparent vehicle impact to emphasize toughness.
Outcome. The campaign generated offline attention and online discussion, according to campaign coverage.
Source
2022Rise To The Challenge with Xiaomi
United Arab Emirates
For the Redmi 11 series launch, Xiaomi and Broomstick Creative produced a series of films led by UAE influencer Khalid Al Ameri. The campaign presented people overcoming different challenges and connected that narrative to the product launch.
Source
2021Redmi Note 11 Launch Advertising Campaign
Global
Toy Creative developed launch visuals, print materials, banners, pavement signs, and related advertising assets for the Redmi Note 11. The creative direction used bold imagery and dynamic layouts to communicate the phone’s design, features, and everyday performance while remaining consistent with Xiaomi’s wider visual language.
Source
Redmi Note 12 interactive digital campaign
Multiple markets
Xiaomi and Eskimi used interactive digital creative formats to highlight the Redmi Note 12 display, camera, and battery. The campaign was designed to reach younger and working-age consumers across a broad range of websites and applications.
Outcome. The campaign provider reported that reach and impressions exceeded its target, without publishing independently verified figures in the supplied material.
Source

Brand decisions

2019
Formal separation of Redmi brand identityStrategy
Background
Xiaomi had developed Redmi as a high-volume smartphone line, while the Xiaomi name was increasingly used across a broader and more premium portfolio.
Action taken
Xiaomi announced Redmi as an independent brand under the Xiaomi umbrella, giving it a clearer market identity without separating ownership or corporate control.
Aftermath
Redmi continued to focus on value and performance smartphones, while Xiaomi could communicate more distinctly across other price tiers and product categories.
Source

Recent events

2026.10.27
Reported2026.10.27
Limited-time REDMI K100 offer starts at RMB 2,999[12]REDMI K100限时特惠到手价2999元起tech.ifeng.com
The REDMI K100 was offered at a limited-time effective price starting at RMB 2,999.
2026.10.25
Reported2026.10.27
REDMI offers the A27U Type-C 2027 monitor at a promotional price[13]REDMI推出A27U Type-C 2027显示器促销价finance.sina.com.cn
The REDMI A27U Type-C 2027 monitor was offered at a promotional purchase price of 1,699 yuan during an offer running from October 25 through November 3; the article also says buyers could receive 12 interest-free installments and an additional two-year extended warranty.
2026.10.16
Reported2026.10.17
Redmi launches G27Q 240Hz gaming monitor[14]红米推出 G27Q 240Hz 电竞显示器n.yam.com
Redmi launched the G27Q 240Hz 2026 Standard Edition gaming monitor in the Chinese market on October 16, 2026.
2026.10.13
Reported2026.10.13
REDMI launches refreshed REDMI Note 17 Pro with new colors and 6GB+256GB variant[15]REDMI发布Note 17 Pro焕新版：新增配色与6GB+256GB版本finance.sina.com.cn
On October 13, 2026, REDMI officially released the refreshed REDMI Note 17 Pro in China, priced from 1,599 yuan. Compared with the standard model, the refreshed version keeps the core hardware (Snapdragon 6s Gen 4, 9000mAh battery, 67W charging, 50MP main camera) unchanged and adds two new color options (sand orange and energy green) plus a new 6GB+256GB storage variant alongside 8GB+128GB and 8GB+256GB versions.
2026.10.13
Reported2026.10.13
REDMI launches refreshed edition of REDMI Note 17 Pro[16]REDMI发布REDMI Note 17 Pro焕新版手机finance.sina.com.cn
On October 13, 2026, REDMI launched a refreshed edition of the REDMI Note 17 Pro with a starting price of 1,599 yuan and a 200-yuan first-sale discount bringing the price to 1,399 yuan. The refreshed edition does not upgrade core hardware; it adjusts body colors, adding Flowing Sand Orange and Vitality Green, and offers three storage tiers: 6GB+256GB, 8GB+128GB and 8GB+256GB.
Unconfirmed
Reported2026.10.12
Redmi launches A27U 27-inch 4K monitor priced at 1,199 yuan[17]红米发布A27U 27英寸4K显示器，售价1199元news.zol.com.cn
Xiaomi's Redmi launched the new A27U 2027 monitor, a 27-inch IPS display with 3840x2160 4K resolution, 10-bit color depth, 178-degree wide viewing angles and a narrow three-sided bezel design, priced at 1,199 yuan.
2026.08.27
Reported2026.08.27
Xiaomi launches REDMI Note 17 Pro Max 5G in Japan[18]小米在日本发布 REDMI Note 17 Pro Max 5G163.com
Xiaomi officially launched the REDMI Note 17 Pro Max 5G in the Japanese market, featuring a 10,000mAh battery, with an early-bird price starting at 69,980 yen available until October 14.
2026.08.26
Reported2026.08.26
Xiaomi launches REDMI 17C 5G in Singapore[19]小米在新加坡发布REDMI 17C 5Gfinance.sina.com.cn
Xiaomi officially launched the REDMI 17C 5G in Singapore, a 5G entry-level model starting at 279 Singapore dollars, featuring a 6.9-inch 120Hz LCD display, MediaTek Dimensity 6300 chip, 6000mAh battery and HyperOS 3 based on Android 16.
2026.08.13
Reported2026.08.13
Xiaomi unveils HyperOS 4 with redesigned glass UI and AI features[20]小米发布HyperOS 4，采用全新玻璃界面与AI功能gsmarena.com
Xiaomi unveiled HyperOS 4, featuring a reworked glass-style user interface, expanded lock screen and folder customization, faster app loading, improved HDR processing and video playback, and AI features powered by its in-house MiMo LLM including Super AI Assistant 2.0 and Inspiration Ball. Public beta testing starts August 14, with a first batch of devices including Xiaomi 17 series and Redmi K90 series, followed by further batches on August 27 and September 17.
2022.02.16
Reported2022.02.16
Redmi names Mercedes-AMG F1 team as exclusive phone partner[21]Redmi 宣布与梅赛德斯-AMG F1 车队的独家手机合作finance.sina.com.cn
At the Redmi event, the company introduced the Mercedes-AMG F1 team as its exclusive phone partner and described the collaboration as focused on exploring performance. The report also presented a jointly developed K50 Champion Edition.

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