iQOO is officially launched. How does vivo run an independent sub-brand?

How do you pronounce iQOO? What does iQOO mean? What is the positioning of iQOO? ... There are too many questions that vivo needs to answer one by one.

On the morning of February 12, 2019, vivo's official account announced the addition of a new member, iQOO. Judging from the only exposed pictures, vivo's sub-brand iQOO is likely to be positioned as high-tech, ultra-modern and futuristic. Later, the pronunciation of iQOO also aroused the "curiosity" of a large number of users. IQ stands for intelligence quotient? Then, what is OO? Is it 00 (zero zero)? Or Lin Chiling?

On February 13, vivo posted a short video on its official Weibo account. It further revealed product information and officially announced the official pronunciation of iQOO, which is iQOO. The video responded to everyone's pronunciation of iQOO in a relaxed rap format, while also hinting that iQOO's brand positioning is youthful and its products have strong performance.

On March 1, vivo held the iQOO new product launch conference in Shekou, Shenzhen. In less than a month, the mystery of iQOO has gradually faded. From the product appearance, storage, chips, battery capacity... and even the specific price, all have been disclosed on the Internet. Leifeng.com learned that on the eve of the launch conference, Feng Yufei, vice president of iQOO brand, also introduced iQOO in detail at the media communication meeting.

Feng Yufei said that iQOO is the abbreviation of I Quest On and On, which means never stop pursuing and never stop attacking. The slogan of iQOO is "Born Strong", emphasizing the ultimate performance and unique experience. As early as 2010, vivo had the idea of ​​launching a sub-brand to take a younger and more international route. It was not until today that vivo put the original idea into practice.

At the press conference, Feng Yufei, Vice President of iQOO Brand, said, why launch iQOO in today's fierce competition in the mobile phone market? Because vivo always pays attention to young people. The X series combines aesthetics with technology and fashion, and NEX explores the future. Both inherit vivo's gene of paying attention to the potential needs of young people. Young people love to toss, do not compromise, love adventure, and know how to play. Feng Yufei reiterated that iQOO's positioning is born strong, that is, strong performance and unique experience. Zeng Kunpeng, Product Director of iQOO, added that digital experts, in particular, have a strong curiosity.

• Screen-to-body ratio + screen fingerprint as standard for all series: iQOO mobile phone is equipped with a 6.41-inch AMOLED water drop screen, with a screen-to-body ratio of up to 91.7%. All series are equipped with screen fingerprint and DSP screen fingerprint acceleration technology as standard.

• Supercar waistline middle frame + dark light track back cover: The iQOO middle frame adopts a supercar waistline treatment, and the back cover adopts a dark light track back cover design. It looks like different reflected glare at different angles. The back cover has two electric light patterns and hides a colorful LED light strip.

• Electric Blue + Lava Orange: Electric Blue is inspired by automotive optics, and Lava Orange is inspired by the color of volcanic lava. Both colors present a sense of fluidity as the angle changes.

• Engine + liquid cooling: iQOO is equipped with Qualcomm Snapdragon 855 platform as standard, with 45% CPU performance improvement, 8GB RAM and 256GB storage. It is equipped with a new "super liquid cooling", which uses the principle of high-temperature evaporation of liquid to absorb heat and low-temperature liquefaction to release heat, repeatedly circulates, and efficiently transfers heat, with a thermal conductivity of 10,000.

• Battery + 44W ultra-fast flash charging: The entire iQOO series is equipped with a 4000mAh battery, and some configurations have 44W ultra-fast flash charging. When the screen is off, iQOO can charge to 50% in 15 minutes, 85% in 30 minutes, and fully charged in 45 minutes.

• Multi-Turbo: iQOO is equipped with Multi-Turbo, including AI Turbo, Center Turbo, Net Turbo, Cooling Turbo and Game Turbo. AI Turbo increases the startup speed of commonly used apps by 30%, and Center Turbo increases the anti-drop frame rate by 73%. Game Turbo opens up the key performance experience interface between the mobile phone and the game engine, and outputs the matching strategy for system resources in real time. Net Turbo automatically switches to the 4G network for players when there is a Wi-Fi signal.

• 4D Game Vibration 2.0: iQOO is equipped with linear motors throughout the series, which provide a 4D gaming experience through vibration. When you get a triple kill, quad kill, or penta kill in Honor of Kings, there is a hidden LED light strip on the back (Monster Halo cool lighting effect) that can provide different dazzling effects.

• Lightning Capsule + Racing Protective Case: iQOO designed the end of the data cable into an L-shaped + capsule shape to improve the holding experience when in landscape mode. iQOO comes standard with a racing protective case made of TPU material to prevent slipping.

• Ultra-wide-angle AI triple camera + super night scene + super backlight: iQOO is equipped with the IMX363 sensor and a 120-degree ultra-wide-angle lens. In the super night scene mode, the dynamic range covered is up to 12.3EV in the backlight environment.

• Jovi Smart Voice Assistant: iQOO with Jovi and Jovi Smart Scene

In addition, vivo also announced that the vivo transportation card already supports the Beijing-Tianjin-Hebei Interconnection Card and Lingnan Pass, and will support transportation services in more cities across the country in the future. Finally, in terms of price, the 6GB+128GB version is priced at 2998, the 8GB+128GB version is priced at 3298, the 8GB+256GB version is priced at 3598, and the 12GB+256GB version is priced at 4298. Pre-sales will start on March 1, and the first sale will be available on March 6.

Why are gaming phones so popular among young people? At the 2018 China Joy Conference, Qualcomm officially released data showing that the AI ​​and mobile gaming markets are growing rapidly, with the smartphone gaming market growing 22% year-on-year to $35.3 billion. The Asia-Pacific gaming market accounts for 60% of the global gaming market. Public online data shows that mobile gaming has surpassed PC gaming in China since 2016, becoming the main gaming market segment in China.

Compared with previous speculation, the sub-brand launched by vivo is similar to Xiaomi's Redmi and Huawei's Honor. In fact, the more accurate information is that iQOO's positioning is similar to Nubia's Red Magic phone and Xiaomi's Black Shark phone, that is, gaming phones targeting the market segment. Therefore, it is fundamentally different from Huawei and Xiaomi simply positioning sub-brands based on price and consumer groups to increase product line coverage. But after the press conference, Feng Yufei, vice president of the iQOO brand, denied this. Feng Yufei believes that iQOO is not just a gaming phone, games are just a manifestation of a function, and iQOO covers all people.

Leifeng.com learned that at the press conference, vivo released a set of data, KLP King of Glory professional competition has become the world's first mobile e-sports brand. In 2018, the annual viewing volume of the King of Glory professional competition reached 17 billion. Vivo believes that mobile e-sports has very high requirements for mobile phone configuration, which is why vivo launched the iQOO brand.

In the interview after the press conference, Feng Yufei, vice president of iQOO brand, said that iQOO and vivo have completely different brands and channels. The difference between iQOO and vivo lies in the difference between Generation Z and young people. iQOO has more online promotion in the early stage. At the same time, iQOO will also rely on vivo. iQOO belongs to the "rich second generation" entrepreneurship. The crowds of vivo and iQOO are different. This is the ultimate answer. The focus of the crowd is different, and the products, channels, brands, and promotions will also be different. In vivo's view, at this stage, we should not consider price and scale, but whether we can maximize the user base.

Zeng Kunpeng, product director of iQOO, told Leifeng.com (official account: Leifeng.com) that although iQOO has more game functions at this stage, this is all based on the transformation of user needs. Games are quantitative perceptions, just like cars, which need track competitions to reflect the differences between cars. iQOO is different from any sub-brand of mobile phones and has no benchmark.

Leifeng.com believes that, admittedly, the market is changing from generation to generation, and the tastes of Generation Z are unpredictable, so mobile phone manufacturers need to follow the trend. However, "starting a business" is not easy, and how iQOO will perform in the market remains to be tested by the market.

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