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Why Top Chinese OEMs Embrace Multi-Brand Strategy?

by Yiwen Wu | Apr 24, 2019

The top 5 Chinese OEMs in global smartphone market - Huawei, Xiaomi, OPPO, vivo, and Transsion - all have embraced multi-branding strategy in recent years, targeting different price bands and user segments. However, the outcome varies from vendor to vendor.

We view Huawei and Transsion a big success in multi-branding initiatives. However, it might bring in some challenges and uncertainties for Xiaomi this year. OPPO and vivo also followed the same suite, allowing them to attack online channel, but meanwhile bringing in potential cannibalization risk.

Our latest deep-dive report Why Top Chinese OEMs Embrace Multi-Brand Strategy? was just published. This report focuses on leading Chinese vendors’ multi-branding strategy and its implications to Samsung, LG and other OEMs. WSS clients could access the report via this link.


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