Chinese smartphone maker Vivo is making a splash in the premium segment with a new handset that has high-definition screens on the back and the front.

The Vivo Nex Dual Display Edition is part of the Dongguan-based company's broader push to build up its image as a pioneer keen to experiment with new technologies.

The new model, priced at 4,998 yuan ($728) in China, has a 6.4-inch full screen on the front and a 5.5-inch one on the rear. The second screen exists to partly avoid needing a notch on the device's "face", as iPhone X once did.

Hu Baishan, executive vice-president of Vivo, said when consumers want to take a selfie, they can turn the phone around, with the second screen showing where they are aiming the camera.

"The design is also aimed to help users better deal with multiple tasks at the same time,"Hu said. When it comes to games which have a lot of buttons, turning the rear screen around can transform the phone into an additional, tappable game pad. Users can also add photos to the back screen to customize the look of their phones.

The Nex also has a triple camera system, which can make photo shooting more professional.

The new model came after Vivo had success with the first generation of Nex. In the past six months, the company has sold 2 million units of the first generation of Nex in the past six months, with revenue exceeding 8 billion yuan ($1.17 billon).