Gionee Plans Xiaomi-Style Smartphone Brand

Sina Tech, 10/21/13

Lu Weibing, Executive VP at Shenzhen-based mobile handset manufacturer Gionee, has revealed that the company is in the process of developing a new smartphone brand. Gionee formed a subsidiary in 2012 to release handsets using a similar business model to Beijing-based Android device maker Xiaomi.

The new company, which has over 100 employees, is in the process of registering a smartphone brand and plans to launch its first product as early as January. In addition to the development of an independent ROM, the company will duplicate the Xiaomi model of smartphone distribution, including direct online sales and the cultivation of an online fan community.

Lu has also disclosed that the new smartphone brand will not be a Gionee sub-brand, but rather an altogether different business with independent operations, smartphone design, R&D, and marketing. The new company's resources and capital, however, will be provided by Gionee.

Keywords: strategy Lu Weibing handset smartphone wireless Gionee handset vendor branding

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