Xiaomi upgrades its ecosystem strategy with sub-brand

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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 first product to enter the market under the brand Mijia is a smartphone-controlled induction heating pressure rice cooker.

The barcode on the bag is essential as it is needed to tell the Mijia rice cooker how to cook it. [Photo provided to chinadaily.com.cn]

Users can scan the barcode on their rice bags so the device can cook the rice according to brand, type, and origin. Currently, the app can identify 200 brands of rice, and that category will be expanded with the growth of its customer base.

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