.xiaomi

Xiaomi is a consumer electronics and smart manufacturing company centered on smartphones, smart hardware, and the IoT platform. Embracing the vision, "Make friends with users and be the coolest company in the users’ hearts," Xiaomi is committed to continuous innovation, relentlessly pursuing the ultimate product and service experience and operational efficiency, and diligently fulfilling its corporate mission: "to consistently deliver good products that are heartwarming and fairly priced, so that everyone in the world can enjoy a better life through technology." 1. Mission and Purpose (1) Mission The mission of ".xiaomi" is to create a secure, trusted, and exclusive digital space that brings together and supports all users, developers, and partners within Xiaomi and its extensive ecosystem. Its core purpose is to consolidate and extend the online influence of the Xiaomi brand identity. (2) Objectives 1) Provide an exclusive digital identity for intended registrants a. Intended registrants: Xiaomi Group and its affiliated entities. b. Specific objectives: To provide trusted domains for the aforementioned registrants, enabling them to distinguish official services, product launch channels, and brand official entry points. 2) Provide trusted access for intended users a. Intended users: global user base. b. Specific objectives: Users will be able to access authenticated official stores, technical support, and community services through the ".xiaomi" domain. This domain will serve as a key identifier for users to recognize genuine Xiaomi services amidst vast online information, reducing the risk of phishing websites and enhancing user experience and trust. (3) Ongoing and Planned Activities 1) Brand protection and ecosystem security: Leverage the control capabilities of an exclusive TLD to establish effective brand protection mechanisms and maintain the security and order of the brand's online ecosystem. 2) Empowering products and ecosystem: Xiaomi has built a vast ecosystem centered on smartphones, smart hardware, and the IoT platform. Through this brand digital space, various products and services can be provided with more unified online entry points. 3) Enhancing brand credibility: Provide unified and trusted digital entry points for various services under the Xiaomi brand, strengthening user trust in brand-related content and services. 2. Long-term Sustainability of the Objectives The long-term sustainability of these objectives is grounded in Xiaomi's established business entity, robust financial performance, and healthy business development trajectory: (1) The applicant is a legal entity with a clear long-term business plan, which provides the most fundamental legal guarantee for the long-term holding and operation of the TLD. (2) As of Q1 2026, its smartphone business has ranked among the global top three for 23 consecutive quarters, with revenue from innovative businesses such as smart electric vehicles and AI reaching RMB 19.9 billion. This sound financial performance provides solid funding support for the long-term operation and maintenance of the TLD. (3) Xiaomi's global influence continues to expand, ranking among the top three in shipment volume in 47 countries and regions and among the top five in 65 countries and regions. Its monthly active users in the Chinese mainland reached 196 million, a record high. This vast user base provides a continuous source of vitality for the long-term value of ".xiaomi". (4) The applicant possesses a stable and legitimate governance structure. Clear decision-making mechanisms ensure that the TLD's operational strategies can be implemented consistently and coherently over the long term. Based on our long-term business planning, sound financial performance, thriving user ecosystem, and stable and legitimate governance structure, the objective of applying for and operating ".xiaomi" is clear and possesses long-term sustainability.