At a time when the smartphone market is highly competitive, vivo has made remarkable achievements in 2024. Although its exposure and discussion on the Internet is slightly low-key compared to brands such as Huawei, Xiaomi and Apple, its market performance and technological breakthroughs are extremely dazzling. According to authoritative data such as Canalys and IDC, vivo will not only win the first place in the Chinese smartphone market with a market share of 17% in 2024, but also top the list in the Indian market with a market share of 19%. In addition, vivo has also performed well in several key markets such as the Asia-Pacific region, the global market and the folding screen segment, further strengthening its position in the global smartphone industry.
This low-key but powerful performance is worthy of our in-depth analysis. China Exportsemi believes that behind the success of vivo, it is inseparable from its long-term accumulation of technological innovation, accurate product layout, flexible market strategy and deep insight into user needs. In 2024, vivo will not only maintain a leading position in the domestic market, but also achieve significant growth in many emerging markets around the world, and its development trajectory will show a steady and unassuming road to the king.
Figure: Canalys: In 2024, vivo will lead the Chinese mainland smartphone market with a market share of 17%
Technological innovation: the hard-core power of the blue technology matrix
The rise of vivo in 2024 is inseparable from its strong technological innovation capabilities. Since the launch of the "Blue Technology" technology brand in 2023, vivo has built a complete blue technology matrix through five major technology modules, including blueprint image, blue ocean battery life system, blue heart large model and blue river operating system. Blue Technology not only enhances the core competitiveness of vivo products, but also more accurately meets the needs of users in many aspects such as image, battery life, and system performance.
For example, vivo's Blueprint imaging technology has achieved a "super evolution" of imaging capabilities through its self-developed Blueprint image chip V3+ and Zeiss 200 million APO super telephoto lens. This technology performs well in a number of difficult shooting scenes, especially in complex environments such as concerts, and vivo's imaging system can capture images with rich details and true colors, making it the first choice for users and photography enthusiasts.
By using the third-generation silicon anode technology and semi-solid-state battery technology, the Blue Ocean battery life system effectively solves the problem of short battery life of smartphones, improves battery life and reduces charging time. Especially in high-load scenarios, vivo's battery life has obvious advantages over other brands, which further increases consumers' loyalty to vivo.
In addition, vivo's breakthrough in folding screen technology is also worth paying attention to. With the X Fold3 series, vivo occupies 11.1% of the market share in China's folding screen market in 2024, ranking third. As a cutting-edge technology in the smartphone market, vivo not only breaks through the shackles of traditional mobile phone forms through continuous innovation and optimization, but also provides users with a more diverse experience.
Product layout: precise coverage and high-end breakthroughs
Vivo's product layout strategy is undoubtedly one of the keys to its success. In 2024, vivo has achieved comprehensive coverage from high-end flagships to low-end markets with the X series, S series and iQOO series, ensuring that the needs of each market segment can be met.
Vivo's X series, as its high-end flagship series, has always been the focus of the market. In 2024, vivo will launch the X200 series, which integrates the fully upgraded blue technology and becomes the representative of the annual flagship. The X200 series not only achieves a breakthrough in performance, but also makes it one of the most competitive products in the market due to its improved image and battery life. The success of the X200 series has further strengthened vivo's position in the high-end market and become a "star" in the global smartphone industry.
At the same time, the iQOO series focuses on the gaming market, with models with high refresh rate and strong cooling performance, it meets the high requirements of gamers for mobile phone performance and experience. The success of iQOO not only represents a breakthrough for vivo in the gaming phone market, but also marks its precise layout in the market segment. The innovation of the iQOO series has enabled vivo to occupy a place in the fierce esports market and further enhance the influence of its brand.
The folding screen market is also a bright spot in vivo's product layout. In 2024, vivo will occupy the third position in China's folding screen market with the strong competitiveness of the X Fold3 series, with a market share of 11.1%. As the future trend of smart phones, vivo's breakthrough in this field has undoubtedly injected new vitality into its high-end market.
Market strategy: user-oriented and global layout
vivo's success is inseparable from its core concept of "user orientation". Shen Wei, the founder of vivo, once said that vivo's victory comes from a deep insight into and continuous satisfaction of user needs. This concept runs through every aspect of vivo's product design, technology research and development, and marketing. From the appearance design of the product to the development of core functions, vivo has always adhered to the guidance of user needs, and strives to bring consumers an excellent experience with each product.
For example, vivo deeply integrates AI technology with the operating system through its self-developed blue heart large model matrix to provide users with a more intelligent operation experience. The blue heart model not only improves the computing power of the device, but also optimizes the performance of the mobile phone according to the user's usage habits, making the mobile phone more responsive and the system smoother.
In terms of global layout, vivo has adopted the strategy of "following the local customs", making localized adjustments according to the culture and needs of different regions. vivo's success in emerging markets such as India and Indonesia are due to its precise localization strategy. Through close cooperation with local operators and retailers, vivo has gradually established a strong brand presence in these markets.
Especially in the Indian market, vivo has successfully occupied 19% of the market share with its deeply localized marketing strategy, targeted product design and cost-effective products, ranking first. vivo has not only achieved "local conditions" in products, but also "down-to-earth" in marketing and promotion, further consolidating its leading position in India.
Vivo's outstanding performance in the global market
In addition to its strong performance in China and India, vivo has also performed well in other important markets in 2024, further demonstrating its global competitiveness.
1. Asia-Pacific
According to IDC's report, as of the third quarter of 2024, vivo topped the list in the Asia-Pacific region with a market share of 16%, up from 14% a year ago. This shows that vivo's market expansion in the Asia-Pacific region has achieved remarkable results, especially in emerging markets such as Southeast Asia. Vivo continues to expand its market share in the Asia-Pacific region through cost-effective products, precise localization strategies and strong channel construction.
2. Global market
In the global smartphone market in 2024, vivo has a market share of 8% and has achieved a year-on-year growth of 9%. Although its ranking in the global market is slightly lower than that of brands such as Apple and Samsung, its growth rate and market share increase still show its strong competitiveness. In the European and American markets, vivo is also gradually increasing brand recognition and market share through in-depth cooperation with local operators and retailers.
3. Folding screen market
In China's folding screen mobile phone market in 2024, vivo ranks third with a market share of 11.1% with the product competitiveness of the X Fold3 series. This shows that vivo has achieved remarkable results in technological breakthroughs and product layout in the field of high-end folding screens. As a landmark product of future smartphones, vivo has successfully broken the technical barriers of the market with its continuously optimized product experience, providing consumers with more choices for use.
4. Emerging markets
Vivo's performance in emerging markets is also worth watching. Its market share in Latin America, Africa and other regions has increased, especially in markets such as Brazil, and through localization strategy and talent layout, vivo has successfully integrated into the local market and achieved significant growth. vivo's success in these emerging markets further proves the correctness and execution of its globalization strategy.
To sum up, vivo has not only achieved excellent results in the Chinese and Indian markets in 2024, but also performed well in the Asia-Pacific region, the global market, and the folding screen field, showing its strong competitiveness and continuous growth potential in the global smartphone market.
Low-key strength and word-of-mouth communication
Despite the great success of vivo in terms of market performance, its exposure and discussion on the internet is relatively low. This phenomenon is closely related to vivo's brand communication strategy. Unlike brands that rely on advertising and a lot of exposure, vivo is more inclined to win the market through the product itself and user experience
Public praise. Driven by word-of-mouth marketing, vivo has gradually established its own brand influence.
The success of vivo proves that the brand strategy of "low-key and pragmatic, technology-oriented" can also be a great success in the highly competitive smartphone market. And this low-key strength has also won the recognition and love of the majority of consumers for vivo.
