(Yicai Global) March 3 -- Miliao, the social messaging app run by China’s biggest smartphone maker Xiaomi, has been redesigned as an audio chat app similar to the US’ Clubhouse following a seven-day shutdown, the Information Times reported yesterday, citing industry insiders.

The new logo is yellow and, just like the Clubhouse platform, users can listen to the sharing of insights by professionals in their fields and take part in the chat. They can also create their own topics for discussion.

The upgraded Miliao is also only accessible on an invitation-only basis. Those with an old account will receive an invitation to join or they can register for a new one, according to the app’s website. Miliao had gone offline from Feb. 19 to Feb. 26 while the changes were made.

The move may be related to Xiaomi Chairman Lei Jun’s obsession with social interaction, Zhang Yi, chief executive of IiMedia Consulting said. Over the last 10 years, Beijing-based Xiaomi has invested heavily in as many as 10 social networking platforms across the fields of dating, marketing, sports and astrology, according to corporate data platform Qichacha.

Lei might also be trying to give Miliao a leg up. While Miliao was released 40 days before China’s most popular instant messenger WeChat in 2010, it failed to compete and has since ended up as an app mainly used by Xiaomi fans.

There are already several contenders for Clubhouse replica including Duihuaba run by livestreaming firm Inke, TWO backed by cryptocurrency platform founder Justin Sun and Capital Coffee developed by tech news outlet 36Kr.

It is only a matter of time before WeChat operator Tencent Holdings develops its version of Clubhouse, which will put a lot of internet firms off from trying, several industry insiders said.

Editor: Kim Taylor