VIVO Launched Its New Sub-Brand, Namely IQOO

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This morning, VIVO issued an official statement and said it’s bringing a new sub-brand, namely iQOO. In the official mail, it was introduced in the following way, ‘New friends are coming, bringing a lot of surprises.’ This clearly indicated VIVO is serious and will bring a lot of unprecedented products thus year. Weibo certification information shows that it belongs to ‘VIVO Mobile Communications Co., Ltd.’


In today’s increasingly homogenized smartphone market, the launch of a new sub-brand strategy is no less than a good way to come in from the cold. At present, many smartphone manufacturers have adopted this strategy and are independent of the main brands in the market to win the share. VIVO said that iQOO is a new sub-brand that will operate independently of VIVO, and its products will have different pricing when compared to the previous VIVO products. Maybe they will hit the price of 5000+ yuan or above to create a new flagship series.

VIVO, known as the ‘big factory’, has achieved good results in innovation and technology in recent years. It has launched the world’s first genuine full-screen smartphone with a pop-up camera, the VIVO NEX, and the world’s first full-screen device with half-screen fingerprint recognition, the APEX 2019.

In this sense, the launch of this new iQOO sub-brand is more like drawing a new series on the existing product line. In combination with the Z-series that brings cost-effective models to the users who want to get their hands on VIVO phones, there is no doubt iQOO will be the flagship series of cost-effective handsets.

Like the case of Xiaomi and Redmi, as far as the current smartphone market is concerned, the introduction of a sub-brand strategy with a clearer positioning from the main brand can attract the attention of specific groups of people, and it can also more clearly distinguish the positioning conflicts with the existing products of the main brand. Of course, as a result, the brand will face greater competition and more or less influence on its own products.

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