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Xiaomi and Leica Camera announce strategic cooperation

Xiaomi and Leica Camera have officially announced a strategic cooperation on mobile photography, with a term of up to 7 years.

According to EngadgetIn the near future, Xiaomi’s smartphone models will be added with the famous Leica-branded photography technology. Before that, the German camera brand also had similar cooperation with Sharp, Huawei and Panasonic.

Xiaomi and Leica Camera announce strategic cooperation - photo 1

Xiaomi and Leica Camera just announced a partnership

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Founded in 2010, Xiaomi is currently the third largest smartphone manufacturer in the world. Since its foundation, Xiaomi has always been on the mission of “continuously creating great products at honest prices to let people around the world enjoy a better life through technology advanced”, its smartphones and other products are sold in more than 100 countries and regions around the world.

For more than 100 years, Leica Camera has been creating lightweight cameras favored by street photography pioneers and world-class optics that fulfill the passion of the photography community. image. With ingenious optics and superb craftsmanship, the Leica camera, with its signature “red dot” for its brand identity, is the best of German engineering and continues to appeal to the next generation. consumers new desire to achieve “Leica visual look” and own these masterpieces of design.

Xiaomi and Leica have the same idea of ​​mobile photography. Both companies aim to continuously explore optical performance and photographic experience in the era of mobile photography through technological breakthroughs.

“Xiaomi is focused on creating the ultimate user experience and always hopes to explore the possibilities of smartphone photography to the fullest extent. Xiaomi and Leica share a vision of ideas and goals, and value the same. This combination will give a strong boost to Xiaomi’s image strategy,” said Lei Jun, Founder, Chairman and CEO of Xiaomi Group. .

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