Chinese manufacturer Xiaomi has struggled to sell phones lately, so now it’s expanding its offerings to cater to specific sets of consumers. In this case, it’s targeting the younger generation with the launch of Mi CC, a new series of smartphones pointing to be “a trendy mobile phone for global young people.”
Mi CC stands for Camera+Camera, referring to the upcoming phones’ dual camera setups. This would recommend 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 approved by the newly organized Xiaomi x Meitu AI Beauty Lab.”
To design a series of popular phones, Xiaomi has employed a young product team, half of whom are art majors. This is unusual in an industry controlled by STEM graduates.
Other products in the Mi line include the Mi 9, an affordable flagship, and the sliding Mi Mix 3. The budget Redmi series has been spun off into its own brand.
There has been some objection that Xiaomi product names are confusing, but CEO Lei Jun says that this new launch is part of an “already clear” differentiation of the brand’s various product lines.