Xiaomi will be bringing the "Redmi" smartphone to Singapore soon.
Announced via its Singapore Facebook Page, Xiaomi states that it will re-brand "Hongmi" as "Redmi". "Red" symbolizes passion while "Mi" stands for mobile internet which is also its core brand.
The Chinese phone maker unveiled Redmi last July as a midrange smartphone. Its specs include a 4.7-inch 720p display, a MediaTek MT6589T quad-core 1.5GHz processor, 1GB RAM, an 8-megapixel rear camera, a microSD memory card slot and a 2,000mAh battery.
Redmi is very popular among consumers; 100,000 units were snapped up in over four minutes in China while it only took 36 seconds for 10,000 units to be sold in Hong Kong. Redmi currently retails for 699 yuan (~S$146 based on Yuan to SGD conversion rates at press time).
Knowing that it cannot apply the same market strategies that made it so successful in China, Xiaomi appeared to be taking a more conservative approach in raising its brand awareness in Singapore.
The new webpage, xiaomi.com/sg has a very simple design and its bunny mascot is nowhere to be seen. The mascot was last seen in a picture uploaded by Xiaomi on its Facebook Page when it announced that it is coming to Singapore.
In case you don't know, the attire of the mascot has political connotations. The red scarf is said to be a reference to the young pioneers of the Chinese political system, and its hat is a sign of national pride for Chinese consumers.