Core Viewpoint - Meizu has launched its new flagship smartphone, Meizu 22, priced from 2999 yuan, after nearly two years since the previous model, Meizu 21, was released. The launch faced delays and internal challenges, reflecting the company's struggle to adapt within the new corporate structure under Geely [1][15]. Product Positioning - Meizu 22 is positioned as a "small-screen photography flagship," but it does not meet the expectations of a flagship device as it is equipped with the mid-range Snapdragon 8s Gen4 chip instead of the anticipated Snapdragon 8 Gen 2. This decision is attributed to supply shortages of the higher-end chip [2][5][6]. - The smartphone's marketing strategy aims to compete directly with Apple's iPhone 17 series, which has already been released, indicating a significant pressure on Meizu to establish its product's value in a crowded market [2][5]. Market Challenges - The smartphone market is dominated by major players, making it increasingly difficult for smaller brands like Meizu to maintain market share. Meizu's market share in China has dropped to 1.3% as of 2022, and it is projected to be categorized as "others" in future market reports [15][19]. - The competitive landscape includes other brands offering similar or better specifications at lower prices, further complicating Meizu's efforts to carve out a niche [5][6]. Internal Dynamics - Frequent changes in leadership have plagued Meizu since its acquisition by Geely, with three CEO changes in a short period. This instability has hindered the execution of a coherent strategy and affected the brand's market presence [7][14]. - Internal conflicts have emerged, notably involving former executives, which may further destabilize the company's direction and impact product launches [11][13][14]. Strategic Focus - Geely's acquisition of Meizu was primarily aimed at leveraging its expertise in automotive technology, particularly in integrating mobile technology with vehicle systems. However, the low market share of Meizu smartphones may not significantly contribute to Geely's automotive sales [17][19]. - The focus on enhancing the car machine system rather than solely on smartphone sales may provide a more sustainable path for Meizu within the Geely ecosystem [19].