Emir BardakçıXu Fei, one of Xiaomi’s earliest and most influential marketing leaders, shared candid insights on the company’s smartphone evolution as part of Xiaomi’s 14th anniversary celebrations. With over a decade of experience and as employee number 46, Xu’s perspective offers meaningful context on how design decisions, innovation, and market feedback have shaped Xiaomi’s product journey.
The Xiaomi MIX: Setting a Design Benchmark
When asked about the most significant device in Xiaomi’s history, Xu Fei immediately pointed to the original Xiaomi MIX. This device was a game-changer, introducing an almost bezel-less display that set a new standard in the smartphone industry. The MIX’s impact wasn’t limited to commercial success—it achieved global recognition from the Finnish Design Museum, the Pompidou Center in France, and the International Design Museum in Munich. This level of acknowledgment underscores Xiaomi’s influence in premium smartphone design and its ability to shape international trends.
Mi 12S Ultra: Raising the Bar for Mobile Imaging
Xu Fei also emphasized the Mi 12S Ultra as a milestone for the company—specifically, its collaboration with Leica. This partnership marked Xiaomi’s entry into the professional imaging segment, significantly enhancing its reputation for mobile photography. The Mi 12S Ultra not only showcased Xiaomi’s technological capabilities but also repositioned the brand in the eyes of consumers and the broader market, solidifying its place among high-end smartphone manufacturers.
Mi 9: A Difficult Lesson
Not every launch met expectations. Xu identified the Mi 9 as her main regret. Despite its attractive, slim design and heavy marketing, the Mi 9 suffered from poor battery performance. Market response was swift, and the device was discontinued within nine months. Xu explained that this experience directly influenced Xiaomi’s future design philosophy, with a new focus on balancing aesthetics and functionality—insights that continue to shape product lines like REDMI Turbo.
For professionals and enthusiasts looking to review Xiaomi’s full product range or enhance their devices, updates and additional tools can be found at HyperOSUpdates.com or via the MemeOS Enhancer app on the Play Store.
Source: Xu Fei Weibo
