Huawei Prepares New Xingmang Subbrand for Online Smartphone Sales
Huawei is preparing a new smartphone subbrand named Xingmang focused on online sales and value for money, according to hardwarepremium.com. Tech blogger Digital Chat Station leaked the plans on October 17, detailing a portfolio that includes active cooling hardware and unconventional design experiments. The leak outlines multiple devices currently in the planning stage. One handset features an active cooling fan, while another belongs to a category known in Chinese internet slang as “整活儿,” describing an experimental novelty built out of playful curiosity.
Trademark Filings Trace Subbrand Origins Back to 2023
Huawei first pursued intellectual property rights for the brand in February 2023 by filing an application for the “华为星芒” trademark, which gained official registration in September 2023. The company expanded those filings in July 2026 with a new application for “星芒” covering both smartphones and semiconductor chips. That recent filing remains marked as pending in the official registry.
These trademark filings follow years of industry speculation regarding unfulfilled subbrand projects, such as rumors surrounding an unreleased lineup called Xingyao. While Huawei successfully deployed proprietary location technologies under the Xingji banner, the manufacturer has not yet issued official statements confirming release schedules, hardware specifications, chipsets, or retail pricing for the Xingmang portfolio.
🚨Huawei may be preparing a new consumer electronics brand called “Xingmang” (星芒).The company has recently filed another Xingmang trademark application, which is currently awaiting substantive examination.Earlier filings for the trademark date back to April 8, 2019.The… pic.twitter.com/4YhXEgyu7S
Frequently Asked Questions About Huawei Xingmang
What are Huawei Xingmang smartphones?
They are devices tied to an upcoming Huawei subbrand that, according to leaked industry reports, will focus on online-exclusive sales channels and a competitive price-to-performance ratio.
What specific models appear in the initial leak?
Industry leaks point to several planned handsets, including one featuring an active cooling fan and another classified as an experimental novelty device.
When did Huawei first file for the Xingmang trademark?
Huawei applied for the “华为星芒” trademark in February 2023, and authorities published the successful registration in September 2023 before a subsequent filing for “星芒” covering phones and chips in July 2026.