Background 项目背景：

当智能手机市场进入存量竞争时代，苹果、华为等巨头率先撕开出海突破口。华为在俄罗斯通过线上渠道精准发力，凭借"折扣+促销"组合拳，2023 年6月线上销量份额飙升至21%，超越苹果19%的市场表现，打破三星长期垄断。苹果则以高端产品矩阵巩固全球地位，印证了"品牌出海即高端化突围"的市场逻辑。两大巨头的实践表明，品牌出海不是选择题，而是关乎生死的必答题。基于此，vivo找到华思制定全方位出海品牌视觉系统战略。

As the smartphone market enters the era of stock competition, giants like Apple and Huawei have taken the lead in breaking through overseas markets. Huawei made targeted efforts via online channels in Russia, and with the combined strategy of "discounts + promotions", its online sales share surged to 21% in June 2023, surpassing Apple's 19% and breaking Samsung's long-term monopoly. Apple, on the other hand, has solidified its global position with a high-end product lineup, verifying the market logic that "overseas brand expansion equals high-end breakthrough". The practices of the two giants show that overseas brand expansion is not an option but a survival imperative. Based on this, vivo has partnered with Huathink to develop a comprehensive overseas brand visual system strategy.