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 network media (airplane, high-speed rail, subway, bus, taxi, etc.), outdoor billboards, influencers (star/celebrity spokesperson)

Budget: 40-50 million

Case Summary

After more than 10 years of rapid development, China's smartphone market has fallen sharply since its growth in 2017. The market has become saturated, and the overall mobile phone market has shown a high-end...

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