Media: iQOO brand is preparing for closure
According to the Chinese publication 36kr, vivo has decided to merge its sub-brand iQOO with the main business. Technically, it will not leave the market, but it will lose its independence, having joined the parent company’s product line.
According to the source, the merger will lead to the unification of the brands’ marketing, their teams, and iQOO will likely lose its branded stores. Previously, both brands shared supply chains and carried out joint research work, but their promotion strategy and market positioning differed. For example, the first iQOO smartphone stood out for its esports design and powerful hardware, combined with an affordable price for its class.
Now, given the market situation and falling demand, vivo management, according to journalists, has come to the conclusion that it is becoming unprofitable to manage a separate brand in economic terms. The source who reported on the merger of the brands claims that the decision was made by high-level executives, but representatives of vivo did not respond to a request from 36kr.