Xiaomi's CEO, Lei Jun, recently took to Weibo to introduce the OEM's latest split-off, CC. It is apparently informed by the "Chic & Cool 90 team", or designers that were born in the 90s, came from the main company's recent acquistiion Meitu or both. Its first release will be for the Mi CC9 and CC9e, which may be released soon.
https://www.notebookcheck.net/Meet-Xiaomi-s-new-youth-oriented-brand-CC.425021.0.html