Xiaomi on Friday introduced yet another smartphone series under its Mi brand. “Mi CC,” targeted at the camera-centric global young and trendy generation, stands for “camera+camera”—a dual-camera setup on the new Mi CC devices.
“Here comes the Mi CC, a trendy mobile phone for global young people,” said Lei Jun, Chairman, Founder and CEO of Xiaomi Corporation.
The strategy clearly isn’t a new one, a path undertaken by brands like Honor also OPPO’s sub-brand Realme.
Mi CC is designed to be a flagship for photography and selfies (no surprises here) with both front and back cameras, and industry-leading algorithm empowered by the newly founded Xiaomi x Meitu AI Beauty Lab.
The new division is the result of Xiaomi’s acquisition of the smartphone business belonging to Meitu, maker of the popular selfie app. The Chinese tech giant bought the business last November.
Meitu will take 10 percent of all profits, as part of the acquisition, with a minimum guaranteed fee of USD10 million per year.
Xiaomi has found success with its line of devices and sub-brands including Redmi, Pocophone and Black Shark, complementing its flagship Mi and Mi MIX series.