Briefing: Xiaomi’s logistics trademark hints at potential new business unit

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小米成功注册“小米快递”商标,要自建物流? – Beijing news

What happened: Chinese smartphone maker Xiaomi has registered a new trademark for “Xiaomi Logistics” under which the company will offer courier and express delivery services in China, according to the Trademark Office of China’s National Intellectual Property Administration. The trademark was approved on June 21 and spans ten years to June 20, 2029. Xiaomi responded to local media that the move was only for brand protection purposes.

Why it’s important: Xiaomi’s move to register a logistics trademark is widely seen as an effort to expand into logistics. Courier service is an important component for Xiaomi, a brand that initially sold online only. The company has been partnering with third-party couriers services like SF Express and YTO Express for delivery. In addition to the trademark, Xiaomi still has to obtain an operating license from the State Post Bureau if it wants to run an in-house logistics business, Zhao Xiaomin, a logistics expert, told Beijing News.