Chinese smartphone phone maker Xiaomi held a press conference in Beijing and announced that the company launched its new "ecological chain" brand Mijia.
Lei Jun, chief executive officer of Xiaomi, explained that Mijia is the abbreviation of Xiaomi smart home in Mandarin Chinese, and it marks the realization of Xiaomi's smart home strategy. The logo of Mijia is formed by letters M and J and it looks like a shield or a cat, which represents safety, liveliness, and youth.
According to Lei, they started the trial of Xiaomi's ecological chain project two years ago. So far, they have invested in 55 companies, of which 20 companies launched products; seven companies achieved annual income of CNY100 million; and two companies achieved annual income of CNY1 billion. At the same time, the sales of Xiaomi ecological chain products increased by 220%.
Lei revealed that to date, they have sold one million filters, 46.9 million mobile power banks, and 18.5 million wristbands.