Gionee unveils new phones in China

The limited-edition Gionee M2017 has a crocodile skin back shell. [Liu Zheng/chinadaily.com.cn]

The company also launched a 16,999-yuan limited-edition phone that features a crocodile skin back shell and upgraded internal storage of 256 gigabytes.

In a similar branding move, Huawei Technologies Co Ltd unveiled a limited edition of its latest Mate 9 series in November. Priced at 8,999 yuan, the handset is co-designed by luxury-car maker Porsche AG.

According to Jin Di, research manager at IDC China, promoting brand awareness and achieving more brand premium are the underlying reasons for the launch of limited-edition phones.

Aside from marketing strategy, Jin said "more integrated solutions - combine customized hardware with software - are for vendors to achieve satisfactory user experience and secure a certain share of a fiercely competitive market."