On March 3, NEX, Vivo's high-end mobile phone product line, was accused of being abolished, and the NEX business unit and its subordinate organizations were cancelled in the group's structural adjustment in February this year. At present, on the official website of vivo, the product label related to NEX has also disappeared.
In this regard, vivo confirmed the authenticity of this news to the Southern + reporter. However, "the original NEX series' mission of exploring and innovating new experiences and new forms will not disappear, and will be carried by our flagship product, the X series." No matter how vivo's product portfolio changes, adhering to the user orientation, adhering to the design-driven, and creating great products is our constant philosophy and pursuit. "It means that in the future, X will replace the original NEX, positioned as a high-end flagship, and impact the domestic mobile phone market together with the S, T and Y series."
The NEX series was born in June 2018, and the successive products have adopted lifting cameras, dual-screen designs, etc., forming certain characteristics in product technology and form innovation. However, since the NEX 3S in March 2020, the product line has been "stopped" so far, during which there are constant rumors that vivo canceled the series due to a mismatch between investment and sales.
Nanfang + reporter found that since 2021, the vivo X series product line has been expanded, self-developed chips, ZEISS imaging, AI engines and other latest mobile phone technology achievements, have chosen to take the lead in the X series application. For example, the vivo X70 series is equipped with the brand's first self-developed image chip V1. In terms of price and market positioning, the X series also coincides with NEX.
In 2021, Hu Baishan, executive vice president of Vivo, revealed that the top management is repositioning NEX internally, and related products will be released in the first half of 2022, still maintaining an annual frequency.
With the official announcement of the X series to replace NEX, the NEX series folding screen mobile phone originally planned by vivo is expected to be classified into the X series product line and renamed X Fold; the X series as a whole is fully high-end.
[Reporter] Xu Jun
【Author】 Xu Jun
【Source】 Southern Press Media Group South + client