It is suspected that Huawei's new sub-brand "Xingyao" has applied for a trademark, or positioned at a price of 1500-3500 yuan
Recently, it has been reported that Huawei mobile phones will launch a new sub-brand "Xingyao", focusing on online sales, taking the cost-effective route, positioning the mid-end market of 1500-3500 yuan, and taking cost performance as the core competitiveness.
It is understood that Huawei Technologies Co., Ltd. has applied for the registration of trademarks such as "Xingyao mobile phone" and "Xingyao version", which are internationally classified as scientific instruments and smart phones, and the current trademark status is in the application for registration.
In addition, Huawei has also applied for the registration of trademarks such as "Star Ring" and "Huawei Star Shine".
It is worth noting that the word "Xingyao" has appeared many times at the press conference of Huawei mobile phones, such as the previous nova series, which widely uses the classic Xingyao double-ring design, as well as the Xingyao process, non-stick fingerprints and anti-wear flowers.
Some analysts believe that the purpose of Huawei's mobile phone to launch a new sub-brand "Xingyao" may be to fill the gap between Huawei and Honor, as well as to seize the share of the mid-range market.
On November 17, 2020, Huawei issued a statement on its official website, announcing that at a difficult time when industrial technology elements are unsustainably available and consumer business is under great pressure, Huawei Investment Holding Co., Ltd. has decided to sell the business assets of its sub-brand Honor as a whole, and the acquirer is Shenzhen Zhixin New Information Technology Co., Ltd.
Huawei does not own any shares in Honor after closing, nor does it participate in management, management, and decision-making.
A total of more than 30 Honor agents and distributors jointly initiated this acquisition, which is also a self-help act initiated by Honor's related industry chains.
After that, Huawei's main product line has produced a relatively large gap in the mid-range machine market, such as the nova series, which began to change to the high-end line in the past two years and launched the Ultra version, while the market position and cost performance of the standard version of the nova series are weak in Thailand in front of other competing products, and there is no high competitiveness, so Huawei does urgently need a more cost-effective product line to fill the online market, and this product line must be different from Huawei itself.
If Huawei's new mobile phone sub-brand "Xingyao" can successfully debut and attract consumers with a strategy of high performance and low price, then Huawei mobile phones are likely to return to the top five positions in the world in 2024, and even challenge the position of Apple and Samsung.
However, the specific situation of Huawei's new mobile phone sub-brand "Xingyao" has yet to be officially announced, and we will continue to pay attention to its follow-up developments.