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smartmi

Home Living · Dongcheng District, China · Founded 2014

Beijing Smartmi Technology Co., Ltd., operating as Smartmi, is a developer and manufacturer of smart home appliances, positioned as a key partner within the Xiaomi ecosystem. The company was established in June 2014 and is headquartered in Beijing, China. The founder and CEO is Su Jun, a former industrial designer who identified a market opportunity to redesign everyday consumer goods in China to a higher standard, focusing on the convergence of massive consumption, intelligence, and health. As a core supply partner for Xiaomi, Smartmi was instrumental in the design and production of the Mi Air Purifier, which rapidly gained significant market share upon its release. By August 2016, following a Series B funding round, the company reached a valuation of $1 billion. Key investors in Smartmi include GIC Private, 5Y Capital, Granite Asia, and Shunwei Capital. Smartmi operates in the consumer household appliances market, developing products that focus on environmental aspects of the home such as air quality, temperature, and humidity. The business model involves direct-to-consumer sales of its own branded products, as well as developing and manufacturing products for the Xiaomi (Mijia) brand. This strategy targets consumers referred to as the "smart generation," who are receptive to using new technology to improve comfort and convenience in their homes. The company has a global presence, with products available in markets across Asia, Europe, and North America, often sold through platforms like Amazon. The company's product portfolio is extensive, including air purifiers, humidifiers, fans, heaters, and smart toilet seats. A core feature across the product line is smart connectivity, allowing users to control and monitor their devices via Xiaomi's Mijia App and other smart home platforms like Google Assistant and Amazon Alexa. Smartmi emphasizes product design, aiming for a minimalist aesthetic combined with functionality, which has resulted in numerous international design awards, including the Good Design Award, Red Dot Design Award, and iF Design Award. The product line is divided into two main brands: "smartmi" for the general market and "Jya" for a premium segment focused on healthy living. Products like the Rainforest Humidifier, which simulates the sound and feel of rain, and the portable P-series air purifiers with features like rechargeable batteries and color displays, exemplify the company's approach to creating a distinct user experience. Keywords: smart home appliances, air purification, environmental appliances, Xiaomi ecosystem, smart humidifiers, DC inverter fan, smart heater, IoT devices, home comfort technology, consumer electronics, air quality control, Beijing, Su Jun, Jya, connected home, residential technology, smart cleaning, home automation, smart bathroom, air circulation