The long-term strategy of high-end image of local mobile phone brand vivo
Terry Tsui, Johnny Huang, Barth Ge
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...
