Vivo NEX Series Has Been Cut Off
Recently Sina Technology has exclusively learned that Vivo’s high-end sub-brand NEX has undergone major changes. In an internal structural adjustment in February this year, Vivo withdrew the NEX business unit and its subordinate organizations. Sina Technology saw on the official website of Vivo that the product label of the NEX series has been cut off.
Positioning high-end has been stopped for nearly two years in recent years, with the absence of Huawei in the high-end market, domestic cell phone manufacturers have targeted high-end markets, such as Xiaomi’s MIX series and digital series, OPPO’s Find X series, Honor’s Magic series, and Vivo’s NEX series.
The NEX series was officially launched by Vivo in June 2018, positioning the high-end series, with the first generation of products using the lift-up camera design. Later, it launched the NEX dual-screen version, NEX 3, NEX 3S generations of products. But then the NEX series came to a halt, nearly two years after the release of the NEX 3S in March 2020.
In fact, in 2021, there were rumors that the NEX series would be axed due to a mismatch between investment and sales. In an interview in 2021, Vivo Executive Vice President Hu Baishan revealed that the positioning of NEX had changed and Vivo put the responsibility of new technology exploration on the iQOO series.
Specifically, Vivo’s current cell phone product line, the iQOO series focuses on the direction of e-sports and performance; Vivo is mainly imaging, the representative series is the X and S series; he said, NEX series for the definition of the target consumer group and the definition of the product itself, the product will be released in the first half of 2022, the future NEX will maintain the rhythm of a year a generation.
However, with the abolition of the NEX business unit, the original NEX product and marketing team will also be merged into Vivo, meaning that the previous status of NEX as an independent sub-brand is no longer. Sina Technology in Vivo’s official website also saw that the NEX series of products label has been cut off, leaving only a few series of Vivo and in series.
Recently, Vivo has a 7-inch large-screen phone on the net, and the news is that it is the NEX 5 series. With the removal of the NEX business unit, this product will also see a new fate. Sources say that the NEX product line will be merged into Vivo’s X series, the next-generation NEX series will be renamed the Vivo X Note series, and the folding screen phone will be named Vivo X Fold.
It is worth noting that the X series, which focuses on imaging, was previously positioned as a mid-to-high-end product line within Vivo, but with the discontinuation of the NEX series, Vivo has expanded the X series product line, using both Zeiss imaging and its chips in the X series, and the price range has also moved up to the previous NEX series range.
Now, Vivo’s X series has been upgraded to a flagship series, while the S series inherits the positioning of the original X series. In terms of positioning, the NEX series focuses on new technology and overlaps with the iQOO series, and the price range overlaps with Vivo’s X series, so it makes sense that it might be cut.