Retail in Asia


Xiaomi and Leica Camera announce long-term strategic cooperation

On the 24th of May, Chinese consumer electronics giant, Xiaomi and Leica Camera, a company with a long history of innovative technology and German craftsmanship, announced their strategic partnership in mobile photography. Their first jointly-developed product — an imaging flagship smartphone will be launched in July this year.

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Founded in 2010, Xiaomi is currently the world’s third-largest smartphone manufacturer. With their R&D team and a long-term commitment to technology, Xiaomi has become an important leader in technological innovation in the fields of consumer electronics and smart manufacturing. Xiaomi offers photographic experiences such as portraits, night scenes, and snapshots, based on its long-term technical accumulation in lens optics, chips, algorithms, and other areas, as well as its profound grasp of mobile photography.

Leica Camera has been making lightweight cameras and world-class optical lenses for almost a century. Leica cameras, identifiable by their ‘red dot’ marking, continue to attract new generations of consumers who strive to acquire ‘the Leica image look’. Leica recruits well-known photographers and discovers fresh talents from all over the world, in addition to creating precision-crafted cameras.

In terms of mobile imaging, Xiaomi and Leica are on the same page. Through radical scientific achievements and artistic ambitions, both brands are keen on exploring optical performance and photographic experience in the mobile imaging era.

“Xiaomi focuses on creating the ultimate user experience and has always hoped to explore the capabilities of smartphone photography to the extreme. Xiaomi and Leica agree with each other’s pursuits and ideas and appreciate each other’s advantages and industry. This cooperation will provide a strong boost to Xiaomi’s imaging strategy. During the cooperation, from optical design to tuning aesthetic orientations, the innovative technologies, product philosophies and imaging preferences of both parties have experienced unprecedented in-depth collision and fusion,” said Lei Jun, founder, chairman and CEO of Xiaomi Group.

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“It is an honour to announce the long-term strategic cooperation with Xiaomi today. Leica and Xiaomi are both global premium brands and during this unprecedented deep cooperation process, both parties have successfully worked on the goal of providing customers a new era of mobile photography. We are convinced that the first jointly developed imaging flagship smartphone makes the pioneering progress of both companies visible. We will provide consumers in the field of mobile photography exceptional image quality, classic Leica aesthetics, unrestricted creativity, and will open a new era of mobile imaging,” added Matthias Harsch, CEO of Leica Camera AG.