Vaping Is Booming, and Xiaomi May Be Interested Too

[Is Xiaomi planning to enter the e-cigarette market? This time it is being led by a Xiaomi Top 25 employee.] Xiaomi ecosystem company Konjac Technology is reportedly planning to launch an e-cigarette brand, and the company’s founder is Zhong Yufei, one of Xiaomi’s Top 25 employees. However, it is still unclear whether the product will use the Xiaomi or Mijia branding.
 
According to Tianyancha, Beijing Konjac Technology Co., Ltd. was established in March 2019, with Zhong Yufei serving as both the legal representative and major shareholder. Notably, Zhong had been working with Lei Jun since the Kingsoft days. He previously served as an operations manager for Xiaomi phones and was also an early Xiaomi employee with employee number 21. On recruitment platforms, the company is currently hiring for positions including e-cigarette structural engineer, e-cigarette atomization engineer, and e-liquid flavorist. The job postings indicate that the e-cigarette brand is named TAKI.