Huawei files for "Xing Mang" trademark, rumors point to new sub-brand
Huawei Technologies has filed a new trademark application for "Xing Mang." The application is pending "substantive examination," with speculation suggesting a potential new sub-brand from the tech firm.
Huawei Technologies has recently filed for registration of the trademark "Xing Mang" (ๆ่). The application, classified under international category 9 and covering products such as smartphones, laptops, and headphones, is currently in a "pending substantive examination" status with China's intellectual property office.
The initial filing for this trademark dates back to April 2019, but the latest record indicates it has progressed to the "waiting for substantive examination" stage this year. While the company has not officially confirmed the purpose of the "Xing Mang" trademark, circulating rumors on social media link it to a potential new sub-brand.
Discussions regarding Huawei's possible introduction of a sub-brand have been active on the Chinese social platform Weibo, with the topic "Huawei rumored to launch sub-brand Xing Mang" emerging. This has fueled speculation about the company's strategy within the mobile device market.
The speculation is further supported by previous reports from September, which indicated that Huawei was planning a new sub-brand layout for its smartphone division. At that time, there were rumors of an online-focused, cost-effective brand named "Xing Yao" (ๆ่), expected to launch as early as November. Additionally, the nova series has been reported to be evolving from a product line into an independent sub-brand.