Once a leading smartphone brand in China, Meizu has lost ground to larger competitors such as Xiaomi and Honor, and its relevance has been dwindling. The company has now been acquired by a subsidiary of Zhejiang Geely Holding Group and it seems the new owners are dedicated to reviving Meizu’s dying legacy.

Shen Ziyu, CEO and Chairman of Xingji Meizu Group, announced in an interview that the company’s mobile phone division has set its sights on reclaiming a top-five position in China’s mid-to-high-end smartphone market within the next three years. Meizu has already announced the launch of its new flagship series, the Meizu 20, in China in March. The new lineup should provide a much-needed boost for the corporation, as it seeks to regain momentum in the highly competitive smartphone market.

The Xingji Meizu group (Xingji is a venture launched by Geely founder Li Shufu in 2021 to make premium smartphones and other connected devices) is reportedly planning to establish over 400 after-sales service stores throughout China in 2023. Additionally, the company aims to build between 90 to 120 offline experience stores that combine automobile, mobile phone sales, and after-sales services. Meizu has set a goal of reaching a total of 1,000 offline stores within the next three years.

During the interview, Shen Ziyu also outlined Xingji Meizu Group’s strategy to integrate global technology and talent resources and focus on full-link innovation in consumer electronics. The company aims to break down the boundaries between different smart devices, such as mobile phones, XR, operating systems, chips, and cars, in order to achieve in-depth integration and synergy within the consumer electronics industry.

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