Vivo’s New Sub-Brand iQOO Expected to Focus on High-End Phones

With the coming of the 5G era, Vivo is expected to launch a new flagship sub-brand named iQOO.

On the morning of February 12th, the official Weibo account of smartphone manufacturer Vivo retweeted a post by the account named iQOO, saying “Welcome a new friend this new year.”

Vivo's weibo post saying “Welcome a new friend this new year.”
Vivo’s weibo post saying “Welcome a new friend this new year.”

The account of iQOO has only posted one post with the words, “Hello, this is iQOO.”, accompanied by a futuristic-looking poster.

Among the four major Chinese smartphone brands — Xiaomi, Huawei, OPPO and Vivo, the former three had already established sub-brands of different price ranges. Honor is the most successful of all, with market shares and sales ready to compete with Xiaomi. Realme under OPPO mainly targets overseas markets, and Redmi under Xiaomi is becoming increasingly influential since the beginning of this year. This is a tricky time for Vivo to set up their first sub-brand.

Smartphone Honor 8X
Honor 8X (Image Source: Honor)

Vivo’s previous product lines have already covered the price range from 1,000-4,000 yuan (~150-600 USD). The brand also launched several eye-catching products in the past few months, including the dual-display NEX phone and the button-less and port-less concept phone APEX 2019.

dual-display NEX phone
dual-display NEX phone (Image Source: vivo)

With the fierce competition from other manufacturers and the rising demand for high-end products, it is likely that iQOO products will be priced above 5000 yuan ($736).

Featured Image Source: iQOO weibo.