Rumors suggest that Huawei is preparing to launch a new independent sub-brand, Xingyao, by November of this year. The brand is expected to focus on the online market segment, offering devices with high price-to-performance ratios. Simultaneously, the company is reportedly transitioning its long-standing nova series from a single product line into an independent sub-brand.
Huawei has not provided an official confirmation regarding these plans. Customer service representatives stated that there is currently no specific business information available and advised monitoring the company's official website and Weibo account for future announcements.
Public trademark records indicate that Huawei filed multiple applications related to Xingyao in 2023. These filings cover categories such as Xingyao phones, Xingyao editions, and Huawei Xingyao. Despite these filings, the company has not officially acknowledged the launch of the sub-brand over the past two years.
Industry analysts note that if the Xingyao brand launches with a focus on cost-effectiveness, it would complete Huawei's product matrix. This would allow the company to cover all price segments, from entry-level budget models to premium flagship devices, potentially increasing market share and driving user growth for the HarmonyOS ecosystem.
