Vivo Launches Sub-Brand iQoo

Photo Credit: Weibo/ iQoo

Vivo, the Chinese smartphone maker, following the footsteps of Huawei, ZTE, and Xiaomi, unveiled the new iQoo sub-brand in their home market. The details regarding the sub-brand are limited for now, but Vivo could be potentially looking into targeting one specific consumer or price segment with their new brand.  Sub-brands are not very common in the smartphone industry, but this is just a way of differentiating products.

It was announced with a new profile on Chinese social network Weibo, which said that iQoo sub-brand would join the names of Poco and Redmi by Xiaomi, Nubia by ZTE, Zuk by Lenovo, and Honor by Huawei. A teaser was published by the company on Weibo which didn’t give in much details, apart from the phone having a futuristic feel. There have been speculations that Vivo could have created iQoo so as to focus mainly on 5G and flagship devices which will be priced at around CNY 5,000 (approximately Rs. 53,000).

In the recent times, Vivo also unveiled a new brand identity of their main brand which had a slightly tweaked logo and revamped ‘Vivo Blue’ colour.

Spark Ni, the Senior Vice President of Vivo said- “Vivo has evolved from being a follower to becoming a leader in the tech and lifestyle industry. With the help from the new branding, we have hopes of redefining the brand’s positioning in technology and innovation as well as express our brand vision as ‘enjoying the extraordinary’ with young consumers all over the world through Vivo’s unique visuals and creative spirit.


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