If you have been following the smartphone scene for a while, you might remember that at one point in time, Honor used to be a sub-brand under Huawei before it was spun out to become its own entity. Now, it looks like Huawei could be working on another smartphone sub-brand.
Does Huawei have a new sub-brand in the works?
According to the rumors, Huawei is reportedly developing a new smartphone sub-brand called “Star Shine” or “Xingyao” in Chinese. But now, it looks like Huawei has officially commented on the rumors, although they didn’t really say much.
In a report from Beijing Business Today, a netizen asked Huawei about its rumored “Star Shine” brand, to which the company responded by saying, “Please refer to official information.” While it is neither a confirmation or denial, the fact that they haven’t come right out to deny it speaks volumes.
Following Huawei’s statement, a tipster shared a cryptic message on social media saying, “Hello, Star Shine.” The tipster also claims Huawei has several new products left in the pipeline before the year is out. This includes new smartphones, 3C digital products, and something new that could be a “big hit.”
Either way, we’ll have to wait and see.
Why a new brand?
So, why might Huawei launch a new smartphone brand? There are several potential reasons. One of which is the Huawei brand itself, which has become somewhat loaded ever since the US and China got into a trade war. Launching a new sub-brand would allow the company to sell its products under a new name, one that’s less loaded.
Secondly, Huawei might also want to differentiate its products. One of the reasons the Honor brand existed back then was to allow Huawei to sell lower-end and mid-range products under a different banner. This “Star Shine” sub-brand could allow them to do the same, while keeping higher-end, premium devices with the Huawei name.
This is just speculation on our part, so take it with a grain of salt. Also, it will be interesting to see if this sub-brand could make it into more markets.
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