Xiaomi is in expansion mode with the launch of a new brand that’s aimed at winning friends and sales among the young and fashionable.
Mi CC stands for Camera+Camera, referring to the upcoming phones’ dual camera setups. This would suggest Xiaomi hopes to attract teens by amplifying the photo-taking abilities of future devices. Specifications aren’t available yet, but they will feature front and back cameras, plus an “industry-leading algorithm empowered by the newly founded Xiaomi x Meitu AI Beauty Lab.”
There’s no word on exactly what Mi CC devices will look like or where they will be sold, but Xiaomi is already trumpeting its differentiation.
“Mi CC is created by one of the youngest product teams in Xiaomi, among which half are art majors and are dedicated to creating a trendy design for young consumers,” it wrote in an announcement.
Xiaomi has had success with brands, some of which include Redmi its big-selling budget division Poco, its ‘performance’-focused division, its gaming brand Shark, which looks much like Razer’s phones.
Outside of mobile, the company develops and sells a range of smart home products, many of which are licensed from third-party partners.
