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Xiaomi recently announced the Mi CC which is aimed at younger smartphone users.

The phone, part of its Mi brand, is described by the company in a blog post as “chic, cool, colourful and creative”, and is targeted at “the global young generation with its trendy design and camera features”.

Xiaomi isn’t the only phone company to have spotted the value in developing different phones for different demographics. In announcing the Mi CC, it is following in the footsteps of Huawei (Honor) and Oppo (OnePlus) which offer premium chips, screens and materials at lower prices to appeal to younger smartphone users.

It comes as no surprise that the younger generation of phone users have a particular appeal to these phone manufacturers. According to data from Pew Research Center, 92% of millennials own smartphones and 85% say they use social media. With the Mi CC, Xiaomi is hoping to attract even younger users.

And this focus on youth starts at the production phase at Xiaomi. According to the company blog, Mi CC has “one of the youngest production teams in Xiaomi”, with half of the team made up of art majors. Their goal? To create “a trendy design for young consumers”.

The essence of what Xiaomi is trying to achieve is to produce a dedicated range of phones for people who care more about aesthetics than performance. The company has a great track record of bringing out phones that are as good (or at least very nearly as good) as some of its top smartphone rivals at a fraction of the cost.

There is currently no indication on exactly what the Mi CC devices will look like or where they will be sold. What we do know is that there is a lot of focus on selfies, stickers and other graphics.

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