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NEX, a high-end sub-brand of Chinese smartphone maker Vivo, has undergone major changes recently, according to reports from national media outlet Sina Tech on Thursday. During an internal structural adjustment in February this year, Vivo canceled the NEX division and its subordinate organizations. On the company’s official Chinese website, the NEX series tag has been removed. As of Thursday morning local time, Vivo had yet to respond to this news.
The NEX series was launched by Vivo in June 2018, positioning itself as a line of high-end smartphones. Its early smartphone models adopted a pop-up camera design. Later, several models including the NEX Dual Display, NEX 3, and NEX 3S were released. However, the NEX series has come to a halt and it has now been almost two years since the NEX 3S was released in March 2020.
In fact, in 2021, there were rumors that the NEX series was cut due to the mismatch between investment and sales volume. In a 2021 interview, Hu Baishan, executive vice president of Vivo, revealed that the positioning of the NEX series had been changed and the company had decided to have its iQOO division explore new technologies.
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Hu previously pointed out that the NEX series has redefined its target consumers and the product itself, and will launch a new product in the first half of 2022. Moreover, NEX will aim to launch new products every year. However, with the end of the NEX division, future NEX products and its marketing team will be merged into Vivo, meaning NEX’s status as an independent sub-brand will end.
In recent years, many Chinese smartphone manufacturers have targeted high-end markets, especially with Xiaomi.