vivo was ranked the fifth largest smartphone vendor in Q4 2021. It shipped 28.3 million devices for a market share of 8% in the quarter. Detailed analysis of the vendor’s latest quarterly performance is available here from the Wireless Smartphone Strategy (WSS) Service.

Its volumes and revenues from smartphone declined by -17% and -16% respectively. Profit margins too were at the lowest, in the last ten quarter of operations. The decline in volumes and value comes in as it under performed in the key market of China and India, in the quarter.

In China it faced intense competition and economic headwinds, while in India its limited online presence let the likes of Realme have an upper hand. Declined in China market also led it to limit scale up in the 5G segment.

As we get into 2022, vivo has its task cut out. Its competition is steadily moving into a different level on innovation, tech differentiation or be in with other disruptive strategies on the 4P’s. In light of the challenges our report provides possible solutions and recommendations for the vendor to consider.

How to optimise its product mix?

Can its redirect its marketing spend for better ROI?  

What more can vivo do?