Brand profile

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Xiaomi
Brand DNA

Xiaomi

Xiaomi makes phones, electric vehicles and a wide connected home ecosystem, sold at thin margins with specifications aimed directly at the flagship tier.

50%
Background#FFFFFF
26%
Secondary#F5F5F5
12%
Text#1A1A1A
8%
Primary#FF6900
4%
Surface#333333
Typography
Aa
MiSansDisplay · Modern & cleanMiSansText · Softly rounded

Light large headings with a strict spec table underneath. Every model number, capacity and price is set exactly.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

compare to a named competitor without the test source

quote a charging or battery figure without conditions

hide the price

Never says
luxuryexclusivepremium lifestyleelite
Sounds like this

120W charging, 0 to 100 percent in 19 minutes, 499 euro.

Specification dense and price forward. State what it does, what it costs and how it compares, with the numbers first.

Audience

Buyers who read the spec sheet and the price side by side, and who build a whole smart home on one brand.

Loves

+Flagship specifications at half the price

+Fans who tell them what to build next

+One ecosystem across the whole house

Loathes

×Paying for a badge

×Hidden margins

×Fragmented smart home standards

The hill it
would die on

Nobody should pay double for the same components.

DensityDense
AlignmentCentred
MotionLively
AddressInformal
Xiaomi · brand DNA at a glance 10 of 12 traits
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