Xiaomi launched the new Civi 2 series in China. It is the vendor’s latest effort to attack the female segment. Xiaomi has been eyeing the user group for a long and has not yet generated a significant breakthrough. xiaomi civi 2

The Civi 2 series has provided some answers on vendor’s latest product strategies toward the female group:

• First, the selfie is the most important selling point. Civi 2 comes with a dual camera module (32MP + 32MP) at the front, upgrading from the single camera module (32MP) spotted on Civi 1s. This is the most noticeable improvement of the model, and it is also the most-heavily-promoted feature of Civi 2 towards the mass market.
• Second, hardware competition is less relevant. The new model is powered by Qualcomm Snapdragon 7 gen 1, while its predecessor Civi 1s is powered by Snapdragon 778G+. Both are mid-range chipsets, resulting to moderate hardware competitiveness of Civi series in their price tiers.
• Third, cuteness is the key design language. The bling-bling colour, the cute name of different colour variants, and the co-branding with “Hello Kitty” all suggest that Civi 2 is eyeing teenage girls and young females in their 20s. Meitu used to create hype and win the segment by this strategy, and Xiaomi is clearly trying to learn the success story.

Xiaomi Civi 2 Design

The Xiaomi Civi 2’s design goes in line with that of the Xiaomi 12 series and the Redmi K50 series. In other words, it features a rectangular island on the rear housing the cameras and an LED flashlight in a triangular fashion separated by lines.

However, its front is unique as it sports a pill-shaped selfie camera cutout at the top center of the display. Like its predecessor, it also flaunts a thin and light form factor.

The Civi 2 measures 7.23mm in thickness and weighs 171.8g. It arrives in three standard colors, such as black, pink, and blue. Additionally, it also comes in a special Hello Kitty Edition sporting white paint job and customized patterns.

Xiaomi Civi 2 Price and Availability

The retail price of Civi 2 will start from CNY 2399 (USD 335), roughly 4% higher than that of Civi 1s which is understandable under the current industry environment. The new model hit China market on September 27^th, 2022.

The Xiaomi Civi 2 will retail at the following price tags in China:

• 8GB + 128GB – ¥2,399 ($335)
• 8GB + 256GB – ¥2,499 ($349)
• 12GB + 256GB – ¥2,799 ($391)

Though Xiaomi is yet to confirm, reports suggest that the Civi 2 will be released outside mainland China, unlike the original Civi and Civi 1S.

The handset may launch as Xiaomi 12 Lite NE in international markets.

Strategy Analytics expects Civi 2 will compete head-to-head with OPPO’s Reno series, vivo’s S series, and Honor’s number series in China. Given its positioning and its price-to-performance ratio, the offline market will be its main battlefield.  The researcher does not expect Civi 2 will generate significant volume for Xiaomi because they consider Xiaomi’s brand power remains soft among targeted consumers. In addition, we do not expect Civi 2 will receive an equivalent marketing budget as its rivals do.

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