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Xiaomi Eyes Millennials With New ‘CC’ Series Smartphones

By Zhao Runhua / Jun 21, 2019 01:15 PM / Business & Tech

Photo: VCG

Photo: VCG

Why settle for one name when you can have many?

That’s the approach that smartphone aspirant Xiaomi seems to be taking these days, with its  announcement of a new line of phones called “CC,” which looks to be targeting millennials, based on a Friday post by talkative CEO Lei Jun on his Twitter-like Weibo account. 

Xiaomi said the series was developed by a “Chic & Cool” post-1990s generation team, and will provide “colorful” and “creative” “trendy smartphones.” It will offer new flagship models in partnership with Meitu, China’s leading selfie beautification app.

Earlier this week, the company and Meitu mentioned “Xiaoxiannv (小仙女)”, a jointly-developed model meaning “little fairy,” targeting female users. Meitu confirmed to Caixin the model is under the newly announced CC line, but didn’t’ disclose prices or release dates in the mention on Weibo.

The CC launch is just the latest in a growing series of new name rollouts for Xiaomi, as it tries to boost its sales and lift its sagging stock. Earlier this year Xiaomi spun off its low-priced Redmi brand, saying the move would allow it to “specialize in segmented markets” for more tailored products. Xiaomi told Caixin that CC is a product series under Xiaomi, similar to its higher-end Mix line. The two companies declined to comment on whether CC will become an independent brand in the future. 

Related: Xiaomi Signs Licensing Deal With Selfie-Smartphone Firm

Contact reporter: Zhao Runhua (runhuazhao@caixin.com)

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