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Xiaomi founder Lei Jun introduced the brand Mijia at a media conference held in Beijing on March 29, 2016.[Photo provided to chinadaily.com.cn] |
The move is aimed at differentiating products made by Xiaomi itself and its ecosystem partners, according to Lei. He predicted that products sold by these companies via its own e-commerce platform mi.com would exceed 10 billion yuan ($1.54 billion) this year.
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