ZTE had an event today in China during which it announced a new smartphone, the Blade 20 Pro 5G. However, that wasn’t the only major announcement. The Chinese giant also revealed its plans for the coming year and they are big.
Unification of brands
While other Chinese brands are spinning off their sub-brands into standalone businesses, ZTE is bringing its own back under a single umbrella. Xu Ziyang, the president of ZTE Corporation revealed at the event that it will unify its three mobile brands next year. These three brands are ZTE, Nubia, and Red Devil/Red Magic).
The ZTE brand is known for smartphones launched under the Blade and Axon series while Nubia launches phones under its own name such as the Nubia Z series. The Red Magic brand is the manufacturer’s gaming phone brand with phones such as the Red Magic 5G and Red Magic 5S.
With the announcement that it plans to unify all three brands, we may see future Nubia and Red Magic phones launch under the ZTE umbrella with ZTE’s logo/name inscribed on the phones.
Offline retail expansion
ZTE’s president also announced that they plan to expand their offline retail presence by constructing up to 5000 retail stores across China. A strong offline presence is important for any consumer technology company. Brands that started originally as online-only brands eventually had to create an offline presence. ZTE says they will also complete the first batch of their ZTE 5G experience centers next year.
1+2+N Strategy
The top executive also announced that they will fully focus on China next year and create a new brand image that focuses on technology, quality, and the younger generation. Ni Fei who is the head of ZTE Mobile and also the president of Nubia was at the event and he announced the company’s new “1+2+N” product strategy which will integrate phones, personal and family data, and a plethora of connected smart products that will also be linked to ZTE Cloud for a seamless 5G experience.
UP NEXT: ZTE Blade V2021 5G with 48MP triple rear cameras launching on December 2
