Tech Planet (WeChat ID: tech618)
Wen | Chen Qiaohui
Cover source | Visual China
As a newly rising vivo sub-brand in recent years, iQOO has not yet gained a foothold in the smart machine track, and its first manager has been resigned.
A number of people close to iQOO revealed to Tech Planet that Feng Yufei, vice president of vivo and head of iQOO, has left his job, and the iQOO brand general manager certification of his Weibo "Cool Customer Feng Yufei" has also been cancelled. In addition, Tech Planet found that at the time of the release of the new iQOO Neo5S model, Feng Yufei did not warm up on the Weibo side as usual. After leaving his post, Feng Yufei's whereabouts are temporarily unknown.
According to public information, Feng Yufei graduated from Hunan University of Technology in 2006, majoring in marketing, and worked at Meizu after graduation. He joined Vivo in February 2010 and served as the director of brand promotion at vivo, and before leaving the company, his position was vice president of vivo and general manager of the iQOO brand. During his tenure, Feng Yufei promoted the brand communication of iQOO.
At the beginning of 2019, Feng Yufei publicly recalled that more than half a year ago, Shen Wei found him and asked " If we do this brand (iQOO )", he replied very simply " Ok, then do it " . Feng Yufei also officially became the head of iQOO at this time.
As a sub-brand of vivo, iQOO was born in March 2019 and belongs to a new and young mobile phone brand, and its user population is young Internet users. The brand name "iQOO" is composed of the first letters of the four English words of "I Quest On and On", which means "more pursuit, more attack", and its brand slogan is "Born strong".
Feng Yufei once said that the iQOO mobile phone will not be too clear with vivo, but complement each other, nor will it register a company independently, and the direction of force will be mainly young, with the domestic market as a breakthrough, and then conquer the overseas market.
Because iQOO is positioned closer to Xiaomi and Huawei Glory, it is also regarded as a competitor of Xiaomi and Glory. At that time, the domestic mobile phone market had matured and entered the stock era, and many mobile phone brands also withdrew from the historical stage in this year, and the challenges faced by iQOO were not small.
At this time, iQOO keenly found a way out. With the rise of mobile games, the game performance track has become a development direction with great potential, in this track, although there is a black shark mobile phone cooperated by Xiaomi and Black Shark, but the market share is still in dynamic change, for iQOO, backed by vivo technology, it is not difficult to get a piece of the pie.
Subsequently, iQOO took performance as a brand breakthrough, committed to creating mobile phones with high performance and top game configurations, to strive for young people who pursue extreme performance and gaming experience on the Internet. Less than a month after the initial iQOO was listed, it became the champion of Tmall, JD.com and other e-commerce platforms in the 3000-4000 price range. Subsequently, iQOO, like most mobile phones, has launched different sub-series, such as the Pro series is high-end, the Z series is mid-to-high-end, the ∪ series is low-end, and the sub-flagship Neo series.
According to data released by market research agency Canalys, between the second quarter of 2018 and the first quarter of 2021, iQOO ranked first with a market share of 23% for major gaming mobile phone brands. At present, iQOO has a considerable market in the price range of 2500-3000 yuan, and it is foreseeable that the next iQOO will not stop here, and will impact the high-end machine of more than 5000 yuan.
On the way to the iQOO attack, the figure of the first person in charge, Feng Yufei, has been fixed at the last iQOO 8 mobile phone conference, and the future iQOO is bound to make adjustments to impact the high-end market with a new attitude.