Chinese smartphone maker Meizu released today NOBLUE, a sub-brand focusing on the rising budget smartphone market. At the same time, the company also took the wraps off NOBLUE Note, the first smartphone under this brand.

Meizu’s low-cost handset clones the iPhone 5C’s steel-reinforced and machined poly carbonate and glossy finish, and also is offered in rainbow colors.

The gadget is offered in 16G and 32G versions, which retail at RMB999 (US$160) and RMB1,199, respectively. It is open for pre-order on Meizu’s official website, JD and Q-zone now, and will be shipped on December 30.

The NOBLUE Note’s specs include:

  • OS: Android 4.4.4+ Flyme
  • Weight: 145g
  • Colors: White, Blue, Yellow, Green, Pink
  • Dimensions: 150.7×75.2×8.9mm
  • Display: 5.5-inch display, 1920×1080-pixel resolution
  • Protection: Corning Gorilla Glass 3
  • CPU: MediaTek MT6752 octa-core processor
  • GPU: Mali T760 MP2/600MHz
  • Rear Camera: 13 megapixel
  • Front Camera: OV5670, 5 megapixel
  • 4G Network: China Mobile TD-LTE, China Unicom TD/FDD-LTE
  • Bluetooth: 4.0
  • WLAN: Wi-Fi 802.11 n/g/b/a
  • Internal memory: 16GB/32GB
  • Battery: 3140mAh

It was no secret that Meizu planned to launch a sub-brand targeting a younger user base, such as high school students and undergraduates, given that parent brand Meizu’s current users are mostly young people in their 30s. NOBLUE is positioned as a smartphone brand for youth with the slogan of “Quality For Young”.

The youth market is also targeted by smartphone manufacturers such as Xiaomi and Coolpad, which released Red Mi and Dashen as brand extensions for high-end and lower-end markets respectively.

image credit: Meizu

Editing by Mike Cormack (@bucketoftongues)

Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.

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