Huawei reportedly to launch new Xingyao sub-brand in November

Huawei is reportedly preparing to launch a new independent sub-brand named ‘Xingyao’ (translated as ‘Star-Shine’), with a potential debut as early as November. The new brand is expected to focus on the online market and offer high cost-performance value, potentially helping the company cover a broader range of price points from entry-level to flagship devices.

In addition to the Xingyao rumors, reports suggest the long-standing nova series may also be transitioning into an independent sub-brand. While Huawei customer service has stated there is currently no specific business information to disclose and advised waiting for official announcements, trademark records show the company applied for several ‘Xingyao’ related trademarks, including ‘Xingyao Mobile’ and ‘Huawei Xingyao’, as early as 2023.

Industry analysts suggest this strategic move could allow Huawei to reach different consumer segments without diluting its core brand identity. Such an expansion could also strengthen the HarmonyOS ecosystem by increasing the user base across various device categories.