Emir BardakçıThis afternoon, Wang Teng, General Manager of the Marketing Department of Xiaomi China and General Manager of the Redmi brand, published the subsequent road map for both the Redmi K series and the shifting position of the Turbo series at the Redmi Turbo 4 launch conference.
According to Wang Teng, Redmi K series will have some huge upgrades in positioning to reposition its series’ grade, while the Turbo series will take over the burden of 2,000 yuan pricing, positioning itself as “trendy performance small flagship”, targeted at young and performance-conscious users.
Strategic Shift for the Growth of Redmi
By the end of 2023, Xiaomi Group Partner and President of the Mobile Phone Department Lu Weibing noted that Redmi still has much room for growth and enjoys high growth momentum, especially when taking into consideration that Xiaomi gained a strong foothold in the high-end smartphone segment. The Turbo series is expected to dominate the mid-range price segment, allowing the K series to better concentrate on pushing boundaries even more and making further breakthroughs in higher price brackets. This move also comes in line with the broader strategy of Xiaomi in consolidating its high-end market presence, especially in the 4,000 to 6,000 yuan price segment. Lu Weibing also said Xiaomi will further explore the 6,000 yuan and above category, moving up and leaving space for Redmi to dominate the mid-tier and upper mid-tier markets.
Redmi’s repositioning underlines the commitment to innovation and growth across more price categories. The Turbo series, while stepping into the limelight, would be more powerful yet affordable for consumers, while the K series will become a flagship lineup with more features, packing increased market competitiveness. This strategic realignment surely promises exciting developments for Xiaomi and Redmi enthusiasts.
