Africa in our impression?
Primitive life, vast prairie where lions compete, boundless deserts, and frequent wars.
As Chinese manufacturing goes to the world, countless Chinese people are also starting to go to the world, and they are also beginning to set foot on Africa, a land full of opportunities. When it comes to China's manufacturing in Africa, Transsion Mobile is undoubtedly a legend. The legend of
Transsion's legend
, established in Shenzhen, China in 2007, focused its market on Africa from the very beginning. Transsion established its unquestionable supremacy in the African market in only 10 years, defeating Samsung first, and then letting world giants such as Nokia and Ericsson break here. The king of mobile phones in Africa was born.
In 2018, Transsion sold 124 million mobile phones annually, and the market share of African mobile phones reached a terrifying 48.71%. It can be said that one of every two mobile phones sold in Africa is Transsion. If it weren’t for the news that TRANSSION planned to go public on the backdoor, it would have caused a little disturbance in China, not to mention the Chinese people, and the technology circle would not know much about Transsion. Today we will take a look at Transsion Mobile's road to dominance in Africa. The fighter in
mobile phone
Speaking of sound transmission, you have to talk about the waveguide phone. When it comes to the waveguide phone, you have no impression, then you must have heard the "fighter in rooster" in Zhao Benshan's Spring Festival Gala sketch. The mobile phone industry also has the "fighter in mobile phone " slogan. This is the slogan of the waveguide mobile phone. The advertising production cost is as high as 40 million yuan and it is put on CCTV. Since it is Sagem, the communications equipment manufacturer of the French Mirage fighter , which provides the core manufacturing technology for the mobile phone, this advertisement is also reasonable. The popularity of
and the high quality of its own mobile phones made Bird the number one sales of domestic mobile phones in 2000. In the following year, Bird mobile phones surpassed all international brands to occupy the largest share of the domestic mobile phone market.
However, with the development of time, the influx of copycat mobile phones, coupled with in 2006, MediaTek launched the mobile phone turnkey solution as an independent module supplier, and the manufacturing threshold of mobile phones has been greatly reduced. In addition, strong foreign brands have begun to enter low-end mobile phones. After all, Bird began to decline, so the Bird mobile phone began to switch tracks and turned to building cars.
At this time, Zhu Zhaojiang, who is in charge of overseas markets, has worked overseas in more than 90 countries over the years, and he found that the third world market has a lot to do. So he resigned and set up the company to start the mobile phone business. Z1z
salted fish jumped out of the country
Zhu Zhaojiang knows that start-ups like himself are nothing more than salted fish in front of these giants in the domestic market, but when he goes to poor and backward areas outside of their vision, he still has the opportunity to jump.
Zhu Zhaojiang, with a clear thinking, chose to place the market entry point in Nigeria after many inspections.
First, Nigeria is the most populous country in Africa, with a population of 190 million; secondly, Nigeria is the largest oil-producing country in Africa with a certain economic foundation and a certain level of consumption.
So where is the angle of entry for product differentiation to break through the market?
After a large number of investigations, they found that the signal quality of many local operators in Africa is very unstable. It often happens that a certain SIM card cannot get through, and the cost of calling between different operators is high, so users tend to handle it. If you cannot get through with multiple SIM cards, you can change them, but you don’t have the money to buy more mobile phones. It is very inconvenient. According to a study published by an industry research company, users in Africa already have more than 500 million SIM cards. Some users have at least 2.39 SIM cards, which is a natural angle to enter the market.
So the main feature of their first mobile phone is the dual card dual standby . After success, I did Three cards and three standbys, four cards and four standbys . This is so attractive to African brothers.
Laying excellent sales channels-rural areas surrounded by cities
Because the African market is too dispersed, how to establish sales channels is the most important thing. This is Zhu Zhaojiang's strengths, and he chose a marketing strategy of surrounding the city from the countryside.
In order to build sales channels, Zhu Zhaojiang personally brought out a group of salespeople. They went to the deepest part of the African slums where all brands were unwilling to go, and opened his shop wherever they went, whether it was a small shack built in a simple shack. The shop is still on the dusty side of the road, and the locations set up have the shadow of the mobile phone. In a short time, a large number of offline shops have appeared in all corners of Africa.
In addition to laying offline stores, advertising is also a masterpiece of Zhu Zhaojiang’s generation of entrepreneurs. To what extent is Transsion’s advertising?
adopted the strategy of encircling the cities from rural areas. Transsion first painted walls on some main buildings in rural Africa. Thanks to the promotion of Transsion advertising, the paint industry in some regions of Africa has even become a local hot industry. Even Transsion’s sales staff personally helped them purchase various tools from Taobao, hand-in-hand technical training, and taught them how to make posters in order to help small local advertising companies that paint walls in Africa to improve their efficiency. Z1z
Transsion’s advertising has achieved online coverage of every TV station in every country in Africa, and the countless glass wall billboards offline are also all Transsion brand posters.
Excellent localization processing
Transmitted in Africa, the Ethiopian people think it is their national brand, and the Nigerian people think it is the pride of their country.
Africa is too low in electrification, so Transsion uses the maximum capacity to reduce power consumption and increase battery capacity . Transsion’s most powerful mobile phone can really be used for half a month with a single charge.
Ethiopia’s official language is Amharic, and local residents’ English is not good. This reflects the development of mobile phones that support more local languages and became the first Ethiopian company to incorporate Amharic. The mobile phone brand of the system language. The most important innovative technology of
is that solves the problem of African people taking selfies . Ordinary mobile phones in Africa, like Samsung and Nokia, take selfies at night. So TRANSSION spent 300 million yuan to collect tens of thousands of black photos in Africa, and analyzed the effects of facial contour exposure compensation imaging on dark-skinned faces. It is different from ordinary mobile phones that use the face to meter and locate. Using eyes and teeth to locate and enhance exposure on this basis will not only allow African friends to take pictures of themselves clearly, but also help them to make their raw skin color into chocolate, chestnut, etc.
All these means have created the dominance of TRANSSION that is loved by people in Africa. According to the 2016 Top 100 Most Favorite Brands by African Consumers published by South African Business Magazine, shows that Transsion’s three brands are honorably selected. TECNO ranked 10th and 4th, surpassing Pepsi, Microsoft and other ITEL ranked 25th before HP Google, INFINIX ranked 37th for the first time in the list.
Transonic's huge hardware advantage in Africa has created his Internet advantage. Z25z
owns the African version of Douyin, African version of WeChat, African version of Alipay, African version of Netease Cloud, African version of Google Chrome, and special file transfer tools and news aggregation tools. And they have tens of millions of users.
As the domestic market is saturated, domestic manufacturers have begun to turn their targets to Africa, and domestic mobile phone manufacturers have leading mobile phone technology. But because of Transsion’s years of hard work in Africa and the existence of the Internet moat. Transsion’s dominance in Africa is still very short-termDifficult to challenge.
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