Huawei develops new sub-brand for mid-range smartphone market

Huawei is reportedly developing a new sub-brand to compete in the cost-effective and mid-range smartphone market. The brand is expected to be known as Xingmang in China and Starlight (or Xingyao/Star Shine) internationally.

This move comes six years after Huawei sold its subsidiary, Honor, to protect it from US sanctions. The new brand is expected to focus on value-driven models, potentially utilizing Huawei’s in-house Kirin chipsets and HarmonyOS. By targeting the mid-range segment, Huawei aims to expand the user base for its operating system, which has already surpassed 90 million users across HarmonyOS 6 and 7.

While Huawei has trademarked names covering phones, wearables, and eyeglasses, the company has not yet officially confirmed the launch date or specific pricing. The new brand is expected to compete directly with brands like Redmi, iQOO, and Realme, primarily through online sales channels.