“前销冠”vivo四面出击：MR头显首秀后 又进军vlog市场

Core Insights - Vivo is set to launch the new Vivo Y500 smartphone on September 1, 2023, targeting the young consumer market with a focus on high cost-performance ratio [1] - The company is diversifying its product offerings by entering the handheld gimbal camera market and has recently launched its first mixed reality (MR) headset, Vivo Vision [2][3] - Vivo Vision is positioned as a lightweight MR headset, weighing only 398 grams, significantly lighter than competitors like Apple's Vision Pro [2][3] Product Launch and Market Strategy - The Vivo Y500 is described as "durable and powerful," aimed at meeting various consumer needs [1] - Vivo's entry into the handheld gimbal camera market is aimed at content creators and vloggers, with the first product expected to launch next year [1][3] - The company is leveraging its existing technology and market potential in the imaging sector to expand beyond smartphones [3] Competitive Landscape - The global market for action cameras is projected to grow from 31.4 billion yuan in 2023 to 51.4 billion yuan by 2027, while the panoramic camera market is expected to increase from 5 billion yuan to 7.9 billion yuan in the same period [3] - Vivo faces stiff competition in the smart terminal market, with major players like Huawei and Xiaomi also expanding their XR and AI product lines [4] Market Performance and Challenges - Vivo has seen a decline in market share, dropping to second place with a 17.3% share, while its shipment volume fell by 10.1% year-on-year [5][6] - The company has struggled to capitalize on government subsidies, which have significantly boosted competitors like Xiaomi and Huawei [6] - Vivo's lack of differentiation in high-end flagship products has been identified as a challenge, impacting overall brand perception [7] Recent Product Issues - The launch of the Vivo X200 series faced criticism due to quality issues, affecting its market reception and brand image [7]