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Huawei Plans to Launch New Sub-brand for Affordable Smartphones

In a strategic move to revamp its product lineup, Huawei is reportedly gearing up to introduce a new sub-brand for smartphones, potentially filling the void left by Honor. Insider sources familiar with the plans of the Chinese tech giant have unveiled this development.

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The shift in focus comes as Huawei aims to bolster its Nova, P, and Mate series this year. However, looking ahead to 2025, the company eyes significant expansion in its affordable smartphone offerings.

To achieve this, Huawei is charting a new course, planning to establish a subsidiary solely dedicated to marketing these budget-friendly devices. This strategy mirrors its previous approach with Honor before facing trade restrictions from the United States.

Unveiling the Mystery Name

While the official name for this Huawei sub-brand remains shrouded in mystery, speculation abounds. Some suggest monikers like ‘Xingyao’ or “Shine,” based on trademark filings by the company with the Chinese patent office.

A recent TENAA listing has stirred anticipation, showcasing a device tentatively labeled the Huawei Shine V10. Boasting a Kirin 8000s chipset, HarmonyOS 4.0, and a 120 Hz display, this smartphone could mark the debut of the new sub-brand.

Strategic Sales Tactics

Huawei's Move Introducing New Sub brand for Budget Phones

In a move reminiscent of its Honor days, Huawei is expected to primarily retail these affordable devices through online channels. Physical stores, on the other hand, are likely to remain exclusive to higher-end models.

Read Also: Huawei Mate 70 Rumored to Feature 1-Inch Camera with Variable Aperture

Huawei has yet to officially comment on these developments, leaving room for speculation. As such, all information should be regarded as speculative until confirmed by the company.

As Huawei charts its course for the future, the launch of a new sub-brand signals its commitment to diversifying its product portfolio and catering to a broader consumer base. With anticipation building, all eyes remain on Huawei’s next move in the dynamic smartphone market.

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