“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 [3][4] - Vivo's market position has weakened, dropping from the top spot in China's smartphone market due to increased competition and a decline in sales [6][7] Group 1: Product Launches and Innovations - 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 focused on serving content creators and vloggers, with the first product expected to launch next year [1][4] - The Vivo Vision headset features advanced technology, including a lightweight design at 398 grams, and is not intended for consumer sales but for user experience feedback [3] Group 2: Market Dynamics and Competition - The global market for handheld gimbal cameras is projected to grow, with the panoramic camera market expected to reach 7.9 billion yuan by 2027 and the action camera market projected to grow from 31.4 billion yuan to 51.4 billion yuan in the same period [5] - Vivo's market share has declined to 17.3%, with a 10.1% drop in shipments, making it the hardest-hit among the top five smartphone manufacturers [6][7] - Competitors like Xiaomi and Huawei have capitalized on market opportunities, leading to Vivo's reduced market presence [8] Group 3: Challenges and Strategic Focus - Vivo's recent sales decline is attributed to its failure to effectively leverage national subsidies, which have benefited competitors [8] - The company is perceived as lacking brand recognition and differentiation in a crowded market, particularly in high-end flagship models [9] - Establishing a strong high-end flagship image is crucial for Vivo to enhance overall product sales and brand reputation [10]