It’s a notable twist on the sub-brand strategy
Creating sub-brands to go where your main brand can’t go is very much vogue nowadays, with companies like Xiaomi, Huawei and OPPO going that route. Chinese giant vivo has also decided to establish their own sub-brand, though the company’s aim isn’t to market super affordable smartphones to the masses – instead, their sub-brand wants to sell really high-end phones.
Many tech outfits speculate that vivo’s new sub-brand, IQOO, was made to sell and market high-end devices, which is a complete deviation from the formula that the aforementioned companies have employed so far. Neither vivo or IQOO has officially clarified what particular segment of the market they’re supposed to cater to.
What’s more, Gizchina uncovered that IQOO has been scouring local talent in Indonesia during the second half of last year, which means that IQOO is a global brand and not just a sub-brand for the Chinese market.