According to the latest from China, the sub brand iQOO which until today has operated independently from Vivo, will be absorbed by the parent company to reduce costs and increase efficiency.
iQOO absorbed by the parent company Vivo: is it the end of the brand?
It is reported that iQOO and Vivo have always shared many elements such as R & D, supply chain, sales channel system, media resource procurement and other links that require scalability, but the planning, operations of the user, media strategy, local marketing, e-commerce and offline business have always been operated by independently dedicated teams.
After the integration, iQOO may no longer have independent shops and branches, and it is not sure whether iQOO will maintain a separate corporate department. A former iQOO employee revealed that after the integration, iQOO's positioning and how the team will integrate is still uncertain.
We quickly recall that the iQOO brand was born in 2019 with the slogan "Nati Forti". Since the first generation of iQOO, iQOO's smartphones have been dedicated to gaming especially with the King of Glory game, with the devices passing the most rigorous gaming certification and test for the King of Glory Professional League (KPL).
As of today, the current iQOO product line includes the flagship series, iQOO Neo, iQOO Z and iQOO U, etc. With the iQOO Neo series also including the Neo SE models.
According to industry insiders, hardware profits are thinning, but investment in the brand isn't slowing down. Right now, it seems uneconomical to run a brand independently. The integration of Vivo by iQOO, or the merger of OPPO with OnePlus, are appropriate measures in an extremely saturated market.
Just today we also found out that Lenovo's Legion brand will be terminated, it therefore seems that all the sub-brands of the major Chinese smartphone manufacturers are about to close.
