Sub-branding is an efficient marketing approach to introduce new product lines when a business is looking to expand and is widely employed by companies. Following the success cases of the Huawei’s Honor, BBK’s Vivo and Oppo, Mi, another hardware giant in China, officially announced its separation plan for the popular entry-level phone brand, Redmi. According to the CEO of Mi Technology, the new structure will leave Mi more room to focus on the middle to high market of electronic devices, free from implementing the intervention in RedMi’s efficient e-commerce channel for different groups of consumers.
