The ever-competitive smartphone market means brands have to do whatever it takes to grab more market share. In Xiaomi’s case, it’s just created another sub-brand - with a slightly unusual name.
UPDATE 17/07/2017: A new leak of a poster shows a phone called the 5X, in the hands of popular Chinese celebrity Kris Wu. It also mentions the phone would have 4GB of RAM and be powered by a Snapdragon 625 chipset. The price is also listed: a not-bad 1999 yuan (RM1270).
The poster also shows a dual-camera rear setup on the phone, which looks a lot like the original leaked photo of the first phone from Xiaomi's sub-brand. We'll update once the phone goes live - 26 July, also the same date Meizu is launching new phones.
Apparently if rumours are to be believed Xiaomi’s new sub-brand will be called Lanmi - or ‘Blue Rice’ in Chinese.
The first model from the new sub-brand will be the Lanmi X1. Xiaomi had supposedly scrapped creating the Redmi Pro 2, instead diverting its resources into the new Lanmi phone.
What to expect from the model? It will apparently have a 5.5in display with a 2160 x 1080p resolution and run on a Snapdragon 660 processor, while also featuring a dual-camera setup in the back.
As for RAM, there might be variants with 4GB and 6GB options, with storage capacities likely to be either 64GB minimum with the highest storage being 128GB. Another phone could feature the same processor setup but with a lower display resolution.
These are all still rumours at the moment, but be sure we’ll keep you posted on Xiaomi’s latest smartphone forays.