Counterpoint: how vivo conquered the Chinese language market in Q2

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Counterpoint Analysis reported that vivo climbed to the highest spot within the Chinese language market again in April. Now an analyst from the corporate has posted an fascinating write-up of how vivo (and its sibling firm Oppo) managed to develop so massive.

Counterpoint: vivo conquered the Chinese market with a focus on product segmentation, offline distribution

It begins with the autumn of Huawei, in fact. Whereas the now-independent Honor is doing nicely in recapturing a few of the misplaced market share, its new merchandise (just like the Magic3 sequence) are on the expensive aspect and Honor simply lacks the model acclaim held by Huawei that allowed the P and Mate sequence to promote at such costs.

Pricing is an enormous issue, explains the analyst. vivo has neatly organized its choices – the Y sequence covers the sub CNY 2,000 market (~$300), the S sequence operates within the CNY 2,000-3,500 vary ($300-$550) and the X sequence focuses on the over CNY 3,500 market.

Telephones just like the vivo X60 have efficiently raised the corporate’s profile, the cheaper fashions have been sturdy sellers too – the Y sequence accounts for half the sub CNY 2,000 market in China.

It even has a 5G telephone for as little as CNY 1,300. That’s a formidable feat at a time of chip shortages, which has lead chip maker to extend prices. Nonetheless, guardian firm BBK has constructed a strong provide chain, which permits its daughter corporations to maintain prices low.

Counterpoint: vivo conquered the Chinese market with a focus on product segmentation, offline distribution

vivo additionally centered on offline distribution, which remains to be fairly well-liked in some areas of China. Oppo and vivo collectively management one thing like 70% of the offline market. The iQOO model does the alternative – it’s all about on-line distribution and getting the eye of Technology Z consumers.

To that finish it has been sponsoring the Honor of Kings King Professional League (KPL), which is a premiere esports competitors in China. vivo was the official sponsor of EURO 2020 (it is usually onboard for the 2024 championship).

You possibly can learn Counterpoint’s report for extra particulars.

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