Home / Tech / Sub-brands are the new weapon in China’s smartphone war – TechCrunch

Sub-brands are the new weapon in China’s smartphone war – TechCrunch

One of China’s most sensible smartphone manufacturers Vivo seems to have joined its fellows Oppo, Huawei and Xiaomi in putting in place a new sub-brand as a softening marketplace and heightened festival at house pressure gamers to mission upon their authentic achieve.

A new smartphone model known as iQoo made its debut on Weibo, China’s resolution to Twitter, on Tuesday by way of greeting in English: “Hello, this is iQoo.” It additionally playfully inspired other people to bet how its title is pronounced, as the spelling doesn’t resonate with both Chinese or English audio system. Vivo in an instant reposted iQoo’s message, calling iQoo a “new friend.”

Vivo has no longer additional published its ties with iQoo, even though the latter’s Weibo account is verified underneath Vivo’s company title. TechCrunch has contacted Vivo and can replace the tale when now we have additional info.

vivo iqoo

Screenshot of iQoo’s first Weibo put up

Sub-brands have develop into a well-liked tactic for Chinese smartphone makers to trap new demographics with out undermining and muddling their present model recognition. As the third-ranked participant by way of shipments in 2018 in step with analysis company Counterpoint, Vivo is the just one in China’s most sensible 5 smartphone corporations with no subsidiary model.

“Sub-brands can help fill the gap in parent companies,” Counterpoint’s analysis director James Yan advised TechCrunch. “I feel iQoo is a model born for the gaming marketplace, the on-line gross sales channel, or younger shoppers, very similar to what Honor did to Huawei.”

Huawei cemented its most sensible spot with cast expansion in shipments closing yr by way of taking part in a two-pronged technique. Its sub-brand Honor has its eyes on the mid-range and Huawei remains at the most sensible finish. Vivo’s sibling Oppo, which falls underneath the similar electronics production outfit BBK, got here up with an solely on-line model Realme in 2018 to move after Xiaomi’s Redmi in India’s burgeoning smartphone marketplace. Xiaomi pressed on by way of launching Poco for India’s high-tier marketplace. To additional solidify its multi-faceted means, Redmi shed the Xiaomi branding in January to begin working as an impartial model specializing in value potency.

These strikes arrived as years of breakneck expansion in China’s smartphone house involves an finish. Overall smartphone gross sales shriveled 11 % in 2018 in step with Counterpoint, as customers develop into extra pragmatic and no more more likely to improve their handsets. Local gamers reacted unexpectedly by way of going international and introducing headline-grabbing options like Xiaomi’s folding display and Honor’s pole-punch show, striking a squeeze on international gamers Apple and Samsung. In 2018, Huawei shored up a 25 % marketplace percentage to take the crown. Trailing at the back of was once Oppo, Vivo, Xiaomi and Apple . Samsung plunged 67 percnet to take 7th position.


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