The long-term strategy of high-end image of local mobile phone brand vivo

After more than 10 years of rapid development, China's smartphone market has experienced a sharp decline in growth since 2017. The market has become saturated, and the overall mobile phone market has shown a trend of high-end development. In the past, the domestic brand vivo, which mainly focused on the mid-to-low-end market, has an urgent goal to enhance the brand value and make the brand high-end.

Case details

Brand: vivo

Brand owner: vivo

Main agency: PAST|NEXT® go to spread

Main agency holding group: Shixiang Group

Market launch: Mainland China

Industry: Mobile Phone - Consumer Electronics - Digital Technology

Media channels:outdoor building media, transportation...