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Sub-brands are a new weapon in the Chinese Intelligent War – TechCrunch



One of the best brands of Chinese smartphones Vivo he seems to have joined his colleagues Oppo, Huawei and Xiaomi in creating a new sub-brand as a softening market and increased competition for domestic players who want to go back to their original reach.

The new smartphone called iQoo debuted on Weibo, China's Twitter response, on Tuesday, with greetings in English: "Hi, this is iQoo." He also kindly encouraged people to guess how his name was pronounced, resonating with Chinese or English speakers. Vivo instantly passed the iQoo message and called iQoo as a "new friend".

Vivo has not yet discovered its links to iQoo, although its Weibo account is verified under Vivo. TechCrunch contacted Vivo and updates the story when we have more information.

vivo iqoo

Screenshots to the first post Weibo iQoo

Submarkets have become a popular tactic for makers of Chinese smartphones to attract new demographics without undermining and festering their existing brand reputation. As the third player in the market by supply in 2018, according to the research firm Counterpoint, Vivo is the only one in China's top five smart-phone companies without a subsidiary.

"Submarkets can help fill the gap in parent companies," said TechCrunch Research Director Counterpoint James Yan. "I think iQoo is a brand born to the gaming market, online sales channel or young consumer, just like honor did Huawei. "

Huawei last year strengthened its peak when it witnessed solid growth last year. His subordinate Honor brand has medium-level eyes and Huawei remains at the top. Vivo sibling Oppo, which falls under the same production equipment for BBK electronics, came exclusively with the online brand Realme in 2018 to go after Xiaomi's Reds on the Indian growing smartphone market. Xiaomi which began with the launch of Poco on the high-level market in India. In January, Redmi began to operate as an independent cost-effectiveness brand.

These moves are coming when the years of growth breaks in the Chinese smartphone space are over. Total sales of smartphones by Counterpoint reached 11 percent in 2018, as users become more pragmatic and less likely to upgrade their phones. Local players responded quickly by going to the global world and introducing home features such as the Xiaomi Folding Screen and the Honor Pole Display. In 2018, Huawei gained a 25% market share to earn a crown. Behind them were Oppo, Vivo, Xiaomi and Apple . Samsung lowered 67 percent to seventh.


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