While COVID-19 presents uncertainties that have greatly affected the smartphone industry, vivo has managed to still achieve and maintain positive results during this period, thanks to its continuous 5G strategy, clearer positioning of the high-end X series and reorganization of its overall brand strategy. The launch of the X50 series – the X50 and X50 Pro – further increases vivo’s brand recognition by serving the high-end market with its breakthrough performance.
Canalys’ recent report on phone shipments has shown vivo’s share of the Chinese smartphone market in the second quarter was ranked a firm second, increased from 23% from the previous quarter. While IDC predicted a decremental rate of 18.2% in global smartphone shipments for 2020’s first half, vivo still managed to be the second-largest smartphone vendor and toppled other major Chinese smartphone manufacturers.
vivo’s innovations, including in-display fingerprint, fullscreen display and pop-up cameras were part of vivo’s short-term strategy, and while they have put effort into these innovations, vivo aims to focus on long-term strategy by adjusting expectations and improving capabilities, hence their work on image and video technology. One of these innovations include the micro “gimbal-like” structure which has been embedded in the newly-launched X50 Pro. To best serve consumers, 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.
vivo’s brand exploration has been centered on user insights since gaining a foothold in the mainstream market. Their products have been polished in response to consumers’ pursuit of mobile phone camera functions, with work in multiple directions including 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.