Xiaomi Corporation: Promoting a better life through ... - WIPO

Founded in April 2010, Xiaomi Corporation is an Internet company producing smartphones and AIoT (Artificial Intelligence of Things) devices, ... rows search IPServices IPServices ProtectingIP PCT–TheInternationalPatentSystem Madrid–TheInternationalTrademarkSystem Hague–TheInternationalDesignSystem Lisbon–TheInternationalSystemofGeographicalIndications Budapest–TheInternationalMicroorganismDepositSystem Article6ter ResolvingDisputes AlternativeDisputeResolution DomainNameDisputes SecureExchangeofDocuments DigitalAccessService(DAS) CentralizedAccesstoSearchandExamination(CASE) PayingforIPServices HowtoPay IPPortal One-stopshopforonlineIPservices AllIPServices Policy Policy DecisionMaking&NegotiatingBodies WIPOAssemblies PBC-ProgramandBudgetCommittee SCCR-StandingCommitteeonCopyrightandRelatedRights SCP-StandingCommitteeontheLawofPatents SCT-StandingCommitteeontheLawofTrademarks IGC-IntergovernmentalCommitteeonIP&GR,TK&Folklore CDIP-CommitteeonDevelopmentandIP CWS-CommitteeonWIPOStandards ACE-AdvisoryCommitteeonEnforcement AllDecisionMaking&NegotiatingBodies IP&OtherPolicyTopics FrontierTechnologies SustainableDevelopmentGoals GeneticResources,TraditionalKnowledgeandTraditionalCulturalExpressions Economics GlobalHealth ClimateChange CompetitionPolicy Allpolicy Cooperation Cooperation DevelopmentCooperation DevelopmentAgenda TechnicalAssistance HumanCapacityBuilding Public-PrivatePartnerships AccessibleBooksConsortium WIPORe:Search WIPOGREEN Pat-INFORMED ARDI ASPI WIPOMatch WIPOALERT WIPOforCreators GlobalCooperation GlobalInfrastructure BuildingRespectforIP Allcooperation Resources Resources IPDatabases PATENTSCOPE GlobalBrandDatabase MadridMonitor GlobalDesignDatabase HagueExpress LisbonExpress Article6ter LegalResources WIPOLex WIPOAdministeredTreaties ArtificialIntelligenceTools Machinetranslation Imagesearch Speech-to-text Automaticclassification TechnicalResources InternationalClassifications Standards(WIPOHandbook) Terminology(WIPOPearl) InsightandAnalysis WIPOTechnologyTrends GlobalInnovationIndex WorldIntellectualPropertyReport InformationResources Documents Statistics Publications CountryProfiles CaseStudies WIPOKnowledgeCenter Allresources AboutIP AboutIP IntellectualProperty Copyright Patents Trademarks IndustrialDesigns GeographicalIndications TradeSecrets Training WIPOAcademy Workshops&Seminars RaisingAwareness WorldIPDay WIPOAwards OutreachCampaigns WIPOMagazine IPand... 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Close Aboutthecompany Name:XiaomiCorporation Country/Territory:China IPright(s):Trademarks Dateofpublication:October18,2021 Lastupdate:October20,2021 FoundedinApril2010,XiaomiCorporationisanInternetcompanyproducingsmartphonesandAIoT(ArtificialIntelligenceofThings)devices,suchasconnecteddevicesinhouseholdslikerobotvacuumcleaners,andwearableslikesmartwatches.Xiaomi'smissionistomanufacturetopqualityproductswithfairpricesandtosupportcustomersworldwidetoenjoyabetterlifethroughinnovativetechnology. (Photo:©XiaomiCorporation) Tenyearsafteritsinception,andfollowingitsoriginalmissionstatement,XiaomiCorporationhasdevelopedintoatop-classtechnologycompanyinChinaandaglobaltechnologyleader.In2019,XiaomiCorporationappearedinFortune’sGlobal500forthefirsttime,whilealsobeingtheyoungestcompanyonthelist.Moreover,inthethirdquarteroftheyear2020,thecorporationoutperformedAppletothirdplaceasatopsmartphonevendorbyselling47.1millionunits,accordingtoaCanalysreport. ThenameofthebrandderivesfromaChinesemealthatthefoundersatebeforeofficiallystartingthebusiness,amilletporridgecalled“XiaomiZhou”inChinese.Inaddition,the"MI"inthecompany’slogostandsfor"MobileInternet".ItalsoresemblestheChinesecharacter"心"rotated180°,whichmeans“heart”.WithtechnologicalbreakthroughsinthefieldofAIoT,likeXiaomi´sAIoTrouter,thebrandhasbuiltaleadingIoTplatformforconsumers,increasingtheattractivenessofXiaomi'ssmartproductsandleadingtheindustry'sdevelopmenttrend. Strategicbranding:branddiversificationfordifferenttargetgroups XiaomiCorporationstarteddevelopingmultiplebrandsafteritsestablishment.InAugust2010,thefirstprivatebetaversionofMIUI,thecompany’sownuserinterfacebasedonAndroid,waslaunched.Ayearlater,XiaomiCorporationreleaseditsfirstsmartphone. Atthebeginningof2012,XiaomiCorporationlaunchedits"RedmiPlan",thataimedtocarefullyselectindustrialchainsupplierstomakephonesforthegeneralpublic.WhileRedmifocusesonahighercost-performanceratioandthee-commercemarket,Xiaomifocusesonmid-to-high-endandnewretailmarkets.InJuly2013,thecompanyreleasedRedmiphoneswithaDSDS(DualSIMDualStandby)mode,whichweresoldataroundathousandyuan(around150USdollarsor130euros).Redmiwaslaterregisteredasanindependentbrandin2019.LeiJun,thefounderofXiaomiCorporation,explainedthatdevelopingXiaomiandRedmiindifferentdirectionswouldpositionXiaomi’sbrandingmoreclearly. (Photo:©XiaomiCorporation) OnMarch30,2021,Xiaomireleasedabrandnewlogoandstartedupgradingitsbrandrecognitionsystem.Sofar,XiaomiCorporation'sstrategicbrandingsystemhasintegratedmanyofitsbrandssuchasXiaomi,Redmi,POCO,MijiaandXiaomiYoupin,multiplesub-brandsandotherdefensivebrands. ReducingcostsandsavingtimewiththehelpoftheMadridSystem XiaomiCorporation’sfinancialreportforthethirdquarterof2020showedthat55%ofitstotalrevenuecomesfromoverseasmarkets,whichisarecordhighforthecorporation.Duetoitsrapiddevelopmentinforeignmarkets,thecompanyisfacingrigorouschallengesregardingintellectualpropertyglobally.Currently,thebusinessexportsproductstonearly100countriesandregionsandhasappliedforover18,000trademarksabroadintotal,ofwhichmorethan70%wereappliedforthroughWIPO'sMadridSystem.ThisdemonstrateshowtheSystemplaysakeyroleinthemanagementofthecorporation’sinternationalintellectualproperty.Indeed,theproductsandInternetservicessoldandprovidedbyXiaomiCorporationcoverawidearrayofcategories,andthefeesforoverseastrademarkapplicationsquicklybecomeveryhigh.Asingleapplicationfeeforonetrademark,oneclassandonecountrycanreachtensofthousandsofyuan(over1,500USdollarsor1,300euros).WithapplicationsfiledthroughtheMadridSystem,thecostofapplyingfortrademarkregistrationscanbeconsiderablyreducedcomparedtoregisteringindifferentcountriesseparately. Moreover,itiseasiertofileapplicationsandmanageregistrationsthroughtheMadridSystem.UsersonlyneedtosubmitoneapplicationtotheirOfficeoforigininonelanguage.With108MadridUnionmembersandcontinuousmembershipextension,XiaomiCorporationcanprotectitsintangibleassetsonmostofthemarketsinwhichitoperates.TheSystemalsoallowsittoremainflexibleandaccommodateitsbusinessneeds.Indeed,laterchangestoitsregistrations–suchassubsequentdesignations,changeofownership,correctionsorrenewals–canallbehandledthroughsimpleprocedures,someofthementirelyonline. XiaomiandtheWIPOMadridSysteminpractice Mijia(InternationalRegistrationNumbers1400365B,1400365A,1400365,1379373,1366319,1366276E,1366276D,1366276C,1366276B,1366276Aand1366276) Outsidethefieldofsmartphones,thecorporation’sfounder,LeiJun,introducedthebrandMijiainMarch2016.MijiaisanewbrandunderXiaomiCorporation,comprisingofsmarthouseholdproductssuchasricecookersandrobotvacuums.ThenameMijiaisthecombinationof"mi"and"jia",whicharetransliterations(alsoknownaspinyin)forthecharacters"mi"inXiaomiand"jia"in"zhinengjiating",or“smarthome”inChinese. (Photo:©XiaomiCorporation) Thelogoshapedlikeashield,promotestheideaofareliableprotectionforthesmarthomesofXiaomi'sconsumers.Thecompanyhasalsoenteredthee-commercemarketbylaunchingtheonlineboutiqueMijiaYoupininApril2017,laterrenamedas"XiaomiYoupin". Fastpace,innovativetechnologytomakeconsumers’livessimpler AftergreatsuccessinChina,XiaomiCorporationexpandedrapidlyacrosstheworld.Inonlyelevenyears,thecorporationestablisheditselfasaglobaltechnologyleader,withnumerousbrandsandproducts.Withsuchanextensiveportfolio,theneedforastructuredandconvenienttrademarkregistrationmethodbecameanurgentnecessity.TheMadridSystemhelpsXiaomiCorporationbyofferinganintuitiveandefficientframeworktoregisterandmanagemultipletrademarksworldwidewhilegreatlyreducingcosts.