Huawei is reportedly preparing to unveil a new sub-brand called Xingmang, which translates to "starlight" in Chinese. This initiative comes in the wake of the company’s inability to use Google's Android due to trade restrictions imposed by the US.
Background on Huawei's Strategy
After facing significant challenges in the smartphone market, Huawei shifted its focus towards developing its own operating system, HarmonyOS, and its Kirin chipsets. The brand also spun off its Honor sub-brand, allowing it to continue utilizing Android and regain access to Qualcomm and MediaTek chips.
Details About Xingmang
According to leakster Dingjiao Digital, the new Xingmang sub-brand will primarily feature mid-range smartphones equipped with the Kirin 8 series processors. These devices are expected to run on HarmonyOS, as Huawei remains on the US entity list, restricting its access to Google Play Services.
Features and Expectations
- The Xingmang devices will likely forgo high-end features such as satellite connectivity.
- However, they are expected to include XMAGE, Huawei's proprietary imaging technology, which emerged after the company ended its collaboration with Leica.
- It remains uncertain if Xingmang will be launched globally or retain a different name outside China, similar to how Honor was originally known as "Glory" in Chinese.
Implications for Existing Huawei Lines
As speculation grows about the new sub-brand, questions arise about the future of Huawei’s current smartphone lines. The flagship Pura and Mate series will likely stay under the main Huawei brand, but the fate of the mid-range nova series and entry-level Enjoy models remains unclear.
Details about the Xingmang sub-brand are still limited, but the expected introduction is slated for later this month. As Huawei navigates the complex landscape of smartphone manufacturing, the launch of Xingmang could signal a significant shift in their market strategy.
Source: https://www.gsmarena.com/huawei_may_be_launching_a_new_phone_subbrand_here_is_what_it_will_be_called-news-75003.php
