Sub-brands have become a popular tactic for Chinese smartphone makers to lure new demographics without undermining and muddling their existing brand reputation. As the third-ranked player by shipments in 2018 according to research firm Counterpoint, Vivo is the only one in China's top five smartphone companies without a subsidiary brand. These moves arrived as years of breakneck growth in China's smartphone space comes to an end. Overall smartphone sales contracted 11 percent in 2018 according to Counterpoint, as users become more pragmatic and less likely to upgrade their handsets. Trailing behind was Oppo, Vivo, Xiaomi and Apple .
Sub-brands are the new weapon in China’s smartphone war
collected by :John Smith
Sub-brands have become a popular tactic for Chinese smartphone makers to lure new demographics without undermining and muddling their existing brand reputation. As the third-ranked player by shipments in 2018 according to research firm Counterpoint, Vivo is the only one in China's top five smartphone companies without a subsidiary brand. These moves arrived as years of breakneck growth in China's smartphone space comes to an end. Overall smartphone sales contracted 11 percent in 2018 according to Counterpoint, as users become more pragmatic and less likely to upgrade their handsets. Trailing behind was Oppo, Vivo, Xiaomi and Apple .
Sub-brands have become a popular tactic for Chinese smartphone makers to lure new demographics without undermining and muddling their existing brand reputation. As the third-ranked player by shipments in 2018 according to research firm Counterpoint, Vivo is the only one in China's top five smartphone companies without a subsidiary brand. These moves arrived as years of breakneck growth in China's smartphone space comes to an end. Overall smartphone sales contracted 11 percent in 2018 according to Counterpoint, as users become more pragmatic and less likely to upgrade their handsets. Trailing behind was Oppo, Vivo, Xiaomi and Apple .
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