Chinese smartphone maker Meizu is facing stiff competition and shrinking margins, and the company is responding with its new organizational structure.

In the new organizational structure, Meizu's chairman and chief executive officer Huang Zhang will directly participate in the operation of the company. Meanwhile, Meizu will be divided into three major business units: Meizu business unit, Meilan business unit, and Flyme business unit.

Huang will be in charge of the Meizu business unit, commanding businesses related to Meizu and Meizu's high-end smartphone brand. As the president of Meizu, Bai Yongxiang will accept reports of various function centers and manage the three business units along with Huang.

Li Nan is promoted to Meizu's senior vice president and president of Meilan business unit. The newly established Meilan business unit will take control of brand, market, and sales functions, in addition to product planning.

Yang Yan is promoted as Meizu's senior vice president and president of the Flyme business unit. He will continue to coordinate operating system experience and commercial businesses of Meizu.