Feng Yufei, Vice President of Vivo and Head of Vivo’s sub-brand iQOO, has left the company, Tech Planet reported on Tuesday. Feng’s next move is unknown.
According to public information, Feng Yufei graduated from Hunan University of Technology in 2006, majoring in marketing, and worked in Meizu after graduation. He joined Vivo in February 2010, and served as brand promotion director. During his tenure, Feng Yufei promoted the brand communication of iQOO.
IQOO, as a sub-brand of Vivo, was born in March 2019, targeting young Internet users. The name of “iQOO” is composed of the initials of the four English words “I Quest On and On”.
Feng Yufei once said that iQOO would not be too far separated from Vivo, but would complement each other. iQOO would focus on younger users and explore overseas markets by taking the domestic market as a stepping stone.
Since iQOO is positioned closer to Xiaomi and Honor, it is also largely considered to be their competitor. As the domestic smartphone market has matured over the years, many smartphone brands have withdrawn leaving iQOO an open ground..
However, iQOO keenly found a way out – the rising mobile game smartphone market. Subsequently, iQOO devoted itself to building a smartphone with high performance and top-level game configurations, so as to meet the needs of younger consumers who are looking for the ultimate gaming experience. Like most smartphone brands, iQOO has launched several sub-brands, including the Pro, Z, U, and Neo.
According to data released by Canalys, a market research organization, from the second quarter of 2018 to the first quarter of 2021, iQOO ranked first in the market share of major game smartphone brands. At present, iQOO has a considerable share in the smartphone market for those priced between 2500 and 3000 yuan. It is likely that iQOO will explore high-end machines with a price of more than 5000 yuan in the future.