Vivo bets on new phone to target Gen Z consumers

Chinese smartphone vendor Vivo has unveiled the highly anticipated S30 series smartphones, the latest addition to its aesthetic flagship lineup. Embracing the diverse and open values of youth culture, the series features a boldly innovative color-blocking design, and it is part of Vivo's broader push to target Gen Z consumers amid intensified competition.

Vivo said the new phones lead the trend in "atmosphere aesthetics" and live photo/video demands, packed with diverse fun features and offering a comprehensive upgrade for a flagship-level user experience.

Recognizing Gen Z's desire for self-expression and individuality, Vivo said it aims to deliver instant joy through vibrant colors. The S30 series offers the most extensive color palette ever seen in the S line, amplifying the youthful pursuit of happiness. Simultaneously, the series champions minimalist design, creating a sense of openness and "breathing space."

According to a latest report by research firm TechInsights, China's smartphone market achieved strong growth in the first quarter of 2025, with shipments rising 9 percent year-on-year to 68.7 million units. This marks the fifth consecutive quarter of expansion, reflecting sustained market momentum.