Xiaomi now have a LeEco style sub-brand, called ‘Mi Ecosystem’


A few weeks back, Chinese content provider-turned phone maker LeEco got itself a bit of a rebrand. The company wanted it’s branding to signify the fact that it was beyond just a phone maker, an ‘ecosystem’, in fact.

Xiaomi are up to the same, and have announced a sub-brand in “Mi Ecosystem”. Honestly, it was about time; Xiaomi happen to be among the first Android producing companies that tapped the ecosystem market with their MIUI ecosystem.

The announcement event is actually progressing as you read this. Xiaomi are expected to announce a couple more details, so stay tuned. Post updated. See below.

MiJia: Xiaomi’s Biggest Step Towards Being a Lifestyle Company

Xiaomi have always had a profound interest in producing smart gadgets beyond just smartphones and tablets. You’ll already be aware of the kind of stuff Xiaomi produces, including a scooter, routers, luggage, water purifiers and what not.

However, this is the first time Xiaomi have actually given the cause a name — Miria, Chinese for ‘Xiaomi Smart Home’.

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The idea is to club its already existing and future smart home products in a sub-brand. From the pictures Xiaomi have been sharing, it looks like you’ll soon be able to buy MiJia branded good old style notebooks and notepads.

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The first product from the MiJia line though, happens to be a rice cooker. Xiaomi built this with inputs from Japanese engineer Naito Takeshi.

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The cooker is smartphone controlled. Xiaomi say you can ‘use your phone to control the softness of your rice’. Fair enough.

The induction cooker is priced 999 Yuan ($153).

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10 Comments

  1. tauerman
    March 29, 2016

    The logo looks like a cat.

  2. tauerman
    March 29, 2016

    The logo looks like a cat.

  3. njren
    March 29, 2016

    Boy, Xiaomi sure has a lot of Muji vibe going on there with the name Mijia, the color palette and design language. More ammo for the haters and might not play well with the more nationalistic Mifans.

    999 RMB is on the high end for domestic brands of rice cookers and entering Zojirushi & Tiger territory. Good luck with that.

  4. Guest
    March 29, 2016

    Boy, Xiaomi sure has a lot of Muji vibe going on there with the name Mijia, the color palette and design language. More ammo for the haters and might not play well with the more nationalistic Mifans.

    999 RMB is on the high end for domestic brands of rice cookers and entering Zojirushi & Tiger territory. Good luck with that.