Xiaomi is probably best known for its crazy sales blitzes, the last of which saw it shift 10,000 Redmi Notes in a single second.
It'll be hoping to make more of a lasting impact with its newly announced Mi 4, however, after unveiling its new flagship smartphone at an event in Beijing yesterday.
The 5in Mi 4 is decent enough on the spec front, giving you a full HD resolution, a Snapdragon 801 processor speeding along at 2.5GHz, 3GB of LP-DDR3 RAM, either 16GB or 64GB of storage, Sony's highly regarded IMX214 13MP image sensor (plus an 8MP front-facing camera), plus a 3080mAh camera.
It's a combination that Xiaomi boss Lei Jun reckons makes the Mi 4 the fastest smartphone on the planet, and early benchmarks suggest it's certainly there or thereabouts.
While many spec-heavy smartphones from China lose out on the design and build quality front, if anything Xiaomi is hailing the Mi 4's physical characteristics as a particular strength.
There's more than a hint of the iPhone in the Mi 4's premium metal shell and bevelled edges, but far from trying to distance itself from awkward comparisons to Apple's iconic handset, Xiaomi seems happy to encourage them.
And no wonder, since at the equivalent of around £189 the 16GB is massively cheaper than the entry-level iPhone 5s.
“Our product really is better than the iPhone,” Lei boasted at yesterday's launch event. “Our white version is also better than their white version,” he joked. “Even our white colour is whiter!” Ah, the humour.
As usual with Xiaomi's wares, however, we won't be holding our breath waiting for the Mi 4 to arrive in the UK, since there's no sign that it ever will.
That said, the company is targeting some serious sales numbers this year, which suggests that sooner or later a more global outlook must surely be on the cards.