Following in the footsteps of Huawei, ZTE, and Xiaomi, Chinese smartphone maker Vivo on Tuesday unveiled the new iQoo sub-brand in its home market. The details about the sub-brand are scarce right now, but like other smartphone makers, the company could be looking to target one specific consumer or price segment with the new brand. Although sub-brands are not very common in the smartphone industry, almost every other industry is flooded with sub-brands, which are used to differentiate products. Sometimes, the consumers don’t even realise that two particular brands belong to the same company.

Announced via a new profile on Chinese social network Weibo, the iQoo sub-brand will join the likes of Poco and Redmi by Xiaomi, Nubia by ZTE, Zuk by Lenovo, and Honor by Huawei. A teaser published by the company on Weibo is also not much help as apart from having a futuristic feel, the teaser doesn’t offer any specifics. Because of futuristic teaser, there is speculation that the Vivo may have created iQoo to focus only on 5G and flagship devices priced around CNY 5,000 (roughly Rs. 53,000). However, with no concrete details available, all of this is just speculation and conjecture right now. There is no word on any iQoo products at this point.

Recently, Vivo had also unveiled a new brand identity of its main brand with a slightly tweaked logo and revamped ‘Vivo Blue’ colour.

“Vivo has evolved from a follower to a leader in the tech and lifestyle industry.” said Spark Ni, Senior Vice President of Vivo, at the time. “Through the new branding, we hope to redefine the brand’s positioning in technology and innovation and express our brand vision of ‘enjoying the extraordinary’ with young consumers around the world through Vivo’s unique visuals and creative spirit.”


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