Xiaomi released a brand new brand "MIJIA mijia", and the ecological chain is more mature.

[Global Network Technology Reporter Chen Jian]Xiaomi officially launched a new brand of Xiaomi ecological chain-"MIJIA Mijia" to upgrade the Xiaomi ecological chain strategically. In the future, Xiaomi smart home products will fully launch the brand of "MIJIA Mijia" (hereinafter referred to as "Mijia"). The first product of Mijia brand-rice cooker also appeared at the same time.

Xiaomi not only makes high-quality products, but also "makes" excellent startups.

The appearance of Xiaomi’s mobile phone more than four years ago has promoted the progress of the whole mobile phone industry in China, and Lei Jun is not only satisfied with this, but also wants to "promote the upgrading of China’s manufacturing industry with the concept of new domestic products". Lei Jun believes that after studying Premier Li Keqiang’s work report, he is deeply touched by the "artisan spirit" and wants Xiaomi’s entrepreneurial spirit to drive the study of various manufacturing industries in the country.

In the past two years, Xiaomi Eco-chain has invested a total of 55 startups, which is equivalent to a new startup joining Xiaomi Eco-chain every 15 days in the past two years, including 29 startups hatched from scratch, such as Fang Zhimi Technology, a product of Xiaomi air purifier, and Fang Yun Mi Technology, a product of Xiaomi water purifier. According to Lei Jun, at present, more than 20 of the 55 startup companies invested by Xiaomi Eco-chain have successively launched their own products, and these products have won 28 international design awards.

Lei Jun introduced Xiaomi Eco-chain and made many achievements. For example, he said that the annual sales of air purifiers produced by Zhimi Technology exceeded 1 million units, the total sales of mobile power supplies produced by Zimi Technology exceeded 46.9 million units, and the total sales of bracelets produced by Huami Technology exceeded 18.5 million units. The shipments represented that the products produced by these Xiaomi Eco-chain enterprises were recognized by the market and users. In addition, the reporter also learned that among these 55 millet eco-chain enterprises, 7 have emerged with annual sales of 100 million yuan, and 2 have annual sales of more than 1 billion yuan.

Xiaomi uses the concept of "new domestic products" to promote a new upgrade of the industry.

Lei Jun once again unveiled the Xiaomi ecological chain to the public. In the past two years, in addition to Xiaomi mobile phone (Xiaomi tablet), Xiaomi TV (Xiaomi box) and Xiaomi Routing, other products, including air purifier, water purifier, mobile power supply and mi band, all came from these 55 Xiaomi ecological chain enterprises, that is to say, in addition to the three types of products produced by Xiaomi itself, 55 companies are producing various Xiaomi ecological chain products. Xiaomi is not simply investing in startups. Eco-chain investment is the values, methodology and existing resources of products exported by Xiaomi, including e-commerce platforms, marketing teams, brands and so on.

Xiaomi ecological chain is silently affecting one industry after another, and many products have been welcomed and imitated by various tributes after their launch. On March 29th, Xiaomi Company announced the strategic upgrade of Xiaomi ecological chain, and launched a brand-new brand of Xiaomi ecological chain-Mijia Mijia. The brand Mijia is taken from two keywords in Xiaomi’s smart family, and its brand concept is "to be a work of art in life". Its LOGO design is inspired by the reliable shield, which symbolizes reliable quality, and at the same time, it is like a cat full of life interest, which symbolizes that products are developed for life. Lei Jun once again stressed that "the mission of Xiaomi Eco-chain is to promote the upgrading of China’s manufacturing industry with the concept of new domestic products."