Despite current uncertainties due to Covid-19 which has greatly
affected the smartphone industry, vivo is still able to achieve and maintain positive results as shown
during this critical period. Behind the rapid recovery and stable growth is not only benefited from vivo's
continuous 5G strategy and clearer positioning of the high-end X series, but also inseparable from vivo's
reorganisation of its overall brand strategy. Moving in tangent with its aspiration, vivo launched their
latest in X series – X50 and X50 Pro this year. With the launch of the X50 series, it increases the
recognition of the vivo brand by serving the high-end market with its breakthrough performance.
According to the recent phone shipments report conducted by Canalys, vivo’s share of the Chinese
smartphone market in the second quarter was firmly ranked second, an incremental rate of 23% from
the previous quarter – making vivo the Number 2 smartphone manufacturer brand in China. Despite IDC
predicted that the global smartphone shipments will see a decremental rate of 18.2% in the first half of
2020, vivo resulted as the second-largest smartphone vendors, who has successfully toppled other
major Chinese smartphone manufacturers.
vivo’s innovations including in-display fingerprint, fullscreen display and pop-up cameras have been seen
as part of vivo’s short-term strategy – having to say that though the innovations may bring great returns
to the brand but it may not be the best strategy for a long run. In the case of the overall industry
downturn, vivo's response strategy is to focus on serving the long-term strategy which is to adjust
expectations and improve capabilities.
With vivo’s strong determination on progress and develop the most advance technology for their users,
they have also been focusing on the image and video technology since then. One of the most
remarkable innovations in this segment including the micro “gimbal-like” structure which has been
embedded in the newly-launched X50 Pro. Recognising the consumer needs, the built in “gimbal-like”
structure can help to achieve steadier results when recording video footage – offering an ultimate user
experiences especially for photography and videography enthusiasts.
After gaining a foothold in the mainstream market, vivo's brand exploration has been centered on user
insights and in response to consumers' pursuit of mobile phone camera functions, vivo polished its
products from multiple directions such as soft light, selfie, zoom, and images to resonate with the users
more as it gradually becomes one of the core value points of the vivo brand.
Forever determined to keep moving, vivo has mapped out the strategy not only for the current, but also
focuses on the more comprehensive and ideal plan for the long run plan. Adhering to the brand’s
philosophy, vivo continues to focus and commit on being their best and to always strive forward while
constantly exploring new consumer demand – leading them to the success today.
For more information about vivo, please visit
No comments:
Post a Comment
Comment here!