Text ｜ Out Sea Park BUY Leaf
Now when it comes to Africa, the first thing people think of is no longer a public security issue or a conflict, but a transmission.
It is like Pinduoduo in the field of mobile phones. This Indian company that is not sold in China has established a king status in Africa for nearly 14 years.New Delhi Wealth Management
The success of the sound of sound is largely due to the deep localization operating strategy.It once ate about 70%of Africa’s functional phones and 40%of smartphones.
Nowadays, with the continuous development of global emerging markets, it has quietly advanced to the top five global mobile phones with an annual revenue of more than 60 billion yuan, and has achieved a strong growth of 30.8%.
The counterattack of the sound was unexpected.Due to the slowdown of growth in 2022, the growth of growth was once questioned.Facts have proved that the outside world underestimates the speed of the rowing horse circle, and the status of the king of Africa is still solid, but this does not mean that high pillows are not worried.
The Indian government frequently wants to break the Indian mobile phones is a warning that the overseas challenges of Indian mobile phone brands will not lose their domestic challenges.And this can’t help but think that in the future in Africa and other emerging overseas markets, will it also experience similar dilemma?
1. Low -priced and localized products, Chuanyin won the first Africa
The huge success of the sound of the sound first benefits the accurate price positioning strategy.
Facing the rapid population growth in Africa and huge young consumer groups, Chuanyin launched the first cost -effective product T780 in Nigeria in 2008.
From the beginning, Chuan Yin has not taken the high -end technical route, but has firmly rooted the low -end market with the price advantage of far lower than the competition.In 2018, the price of the sound machine was only 65 yuan, and the average price of smartphones was only 454 yuan, which was significantly lower than the domestic market’s main cost -effective mobile phone brand.
In addition to providing cost -effective products, the great victory has won, and more importantly, it has implemented a deep localization strategy.
Zhu Zhaojiang once explained the way of successful African success, that is, the genes of operating brands, and at the same time adopted a unique tactics that adapt to local Africa.He emphasized that understanding that it is important to meet the unique needs of African users, and it is obviously incompatible to directly apply mobile phone design applicable to the Indian market in Africa.
In order to occupy the minds of African users, the pronunciation has made a lot of customized improvements.For example, by collecting and analyzing the characteristics of Africans, optimizing face recognition and exposure compensation algorithms to solve the problem of self -timer selfies in African users; in view of the large differences between African operating business capital, launch dual -card or even four -card mobile phones; considering the unstable power supply, the power supply is unstable, and the power supply is unstable, and the power supply is unstable, and the power supply is unstable, and the power supply is unstable, and the power supply is unstable, and the power supply is unstable, and the power supply is unstable, and the power supply is unstable, and the power supply is unstable, and the power supply is unstable, and the power supply is unstable.Designed a function phone with a standby of up to 20 days.
In addition, transmission actively expands the cooperation relationship with low -income countries, and clearly focuses on the positioning of a per capita GDP of less than $ 5,000.
In terms of marketing brush, Chuanyin adopts a series of creative play.
In the early days, using the current situation of African television and the Internet has not yet been popularized, rumors were covered through carpet advertising, and the airport road from Kenya’s capital Nerup has been extended to the slum area of the Uganda capital Camppara. This move once led to the prosperity of the local paint industry.
Today, when Bangladesh, Chuan Yin cleverly caught up with the most important local transportation tools by buying the Suzuki brand motorcycle and other activities through the purchase of TECNO mobile phones.Lucknow Stock
At the same time, Chuanyin has built dense and extensive sales channels, closely cooperated with second- and third -tier suppliers to set up factories, and make full use of Indian ’s mature supply chain technology to achieve low -cost production and rapid response.
Sales channel construction ensures that the company’s products can quickly cover all regions; second -tier and third -tier supplier cooperation is usually willing to accept a longer account period or provide more competitive prices, which often means effective procurement cost control;
Establishing a factory is another key strategy for transmission.The purpose of doing this is to reduce transportation costs, speed up product delivery, and better adapt to changes in the local market.
Choosing a suitable overseas stronghold is the basis for successful overseas, and doing a good job of localized operations can greatly increase the growth space of overseas business.
Such a comprehensive localization strategy and flexible and effective operating means are often interpreted by the outside world as a "reduction of dimensional strikes", making Chuanyue the only manufacturer of the world’s five major mobile phone giants that maintain strong and positive growth, with a growth rate of 27%.
2. Go out of the African volume to the high -end, and the low -profit transmission research and development investment is still insufficient
In fact, the outstanding performance of the voices in 2023 not only originated from the leading position in the African market, but also actively expanded the global market strategy.
According to data in the third quarter of last year, more than 70 % of the sales of transmission mobile phones came from Africa.Such as emerging areas such as South Asia, Southeast Asia and Latin America.
Although Africa is a base camp, it is accompanied by the improvement of market saturation, coupled with the low consumption level and the low penetration rate of smart phones, resulting in relatively low ASP, which limits the growth space of profitability.
At the same time, the rapid growth of competitors such as Xiaomi and OPPO in Africa, squeezing the biography market share, forcing Chuanyin to find new growth points.
In order to cope with market changes, the rumors have begun to implement a diversified layout, trying to reduce excessive dependence on Africa.However, the newly entered Latin America, South Asia and other territories, both consumers’ needs and competition are very different from Africa, and the sound of pronunciation must flexibly adjust the strategy to adapt to the environment.
In particular, competing for the mid -to -high -end market, although the sound tries to launch high -priced products such as the Tecno Camon 20 series and the Phantom V FOLD folding screen mobile phone, to attract more high -end consumers, but due to the long -term low -price strategy strategy city, the sound of the sound tone is the city.The brand image may be labeled "low -end", which will affect the overall profit level.
According to relevant reports, the price of most mobile phone products in Chuanyin concentrated at a low and low -end range of about 1,000 yuan, and even the price of high -end folding screen mobile phones is only about 4,000 yuan.In comparison, this price interval usually can only purchase flagship models at the entry -level level, while the prices of folding screen mobile phones of mainstream brands often exceed 6,000 yuan.
The price setting of the pronunciation is obviously more affinity, but it also means lower profit space and gross profit margin.Compared with industry giants, the financial data of Chuanyin shows certain pressure.For example, the scale of Xiaomi’s single -quarter revenue and net profit is close to the entire year level.This means that the focus of competition in the future will eventually return to technological innovation.
Chuan Yin has a sober understanding of this, and knows that only by continuously promoting technological innovation can we quickly respond to changing the competitive advantage.
In fact, the investment in rose of transmission has increased year by year. In the first three quarters of 2023, it reached 1.691 billion yuan, an increase of 189 million yuan year -on -year.
Even so, compared to the industry’s leading enterprises in tens of billions of dollars, there is still a certain gap.This gap undoubtedly affects the core technical competitiveness of future products.
Rear imaging technology is a case.Compared with Xiaomi, Huawei, OPPO, and Vivo brands, the image technology performance of the flagship phone of the sound of sound is not outstanding. Whether it is the application of outsole sensors or multi -camera technology, competitiveness is relatively weak.
The TECNO PHANTOM V2 FOLD folding screen mobile phone, which was previously unveiled, lags behind similar flagship products in the same period in the processor performance and screen quality, and also reflects the limitations of the development of high -end folding screen mobile phones from the side.
In the global market, how to ensure sufficient R & D investment with top mobile phone companies, and filling in the shortcomings of the technology will become a key issue facing the next sound.
Third, the diversified layout exerts AI hardware.
The low -end roads can no longer fully meet the needs of the future growth of the sound, and digging into the mid -to -high -end market overseas has become a must.
In the past, Chuanyin displayed product lines through TECNO, Infinix and Itel.This year’s MWC24, Chuanyin further demonstrated its diversified product matrix that integrates AI technology, covering smartphones, PCs, and AR devices.
For example, the AI driving four -foot robot that can simulate the real dog movement, the TECNO POVA 6 Pro 5G smartphone designed for games and entertainment, and AI PCs equipped with Intel Core Ultra 7.
In order to stabilize the leading position of the third world in Asia, Africa, and the third world, transmission has continuously increased R & D investment, especially paying attention to the development and application of cutting -edge technologies such as AI and 5G.
Although the TECNO POVA 6 Pro 5G and other products have high -performance processors and excellent battery life, compared with domestic mobile phones at the same price, comprehensive advantages are not dominant.
To expand global business in the future, transmission needs to manage a more complex supply chain to ensure the quality and supply stability of these products, while dealing with possible international trade barriers and logistics challenges.
In addition, the localization strategy is still the key to success.The company needs to understand the needs of different consumers, provide products that meet local culture and habits, and adapt to the diversification of global users.
The Indian region has become increasingly the focus of fierce competition for major mobile phone manufacturers, and even giants like Apple have strengthened their investment.However, this cake in the Indian market is not easy to eat.Jaipur Investment
The top three Vivo was frequently difficult to make it last year.In July, the Indian law enforcement department conducted an assault inspection of the Indian office locations of Vivo and related companies on the grounds of suspected "money laundering" and frozen 119 bank accounts.
In October, Indian financial law enforcement agencies arrested some employees of vivo for the same reason; in December, the Indian Law Enforcement Bureau (ED) once again detained many senior managers of Vivo India, including temporary chiefs, including "anti -money laundering survey",Executive Officer and Chief Financial Officer.
Since 2020, Xiaomi, OPPO, Vivo and other Indian mobile phone brands have faced severe tax issues and government review in India. They have been accused of tax evasion and money laundering.Operations are deeply troubled.
Everything is for "Made in India". This year, the Indian government has also set three localization rules to Indian smartphone brands such as vivo and OPPO:
First of all, the Indian government hopes that Indian smartphone companies will hire Indians as the management of local branches.Although Indian management still has decision -making power, Xiaomi has hired Indian manager.
Secondly, the Indian government hopes that these brands will gradually replace Indian distributors with Indian distributors.According to the Economic Times, Vivo plans to revoke Chinese agents in New Delhi, Punjab, Harriana, and establish agency cooperation with Indian companies from April.OPPO has also established a similar distribution network in Delhi.
Finally, the Indian government requires that brands such as Xiaomi and Realme must find Indian local foundries. OPPO, vivo and Realme have begun to cooperate with Indian manufacturers to produce smartphones.
The localization of the Indian government’s localization of Indian smartphone brands is not only a severe test of these companies, but also a profoundly reshaped for their global strategic layout.
These requirements, like a heavy hammer, directly hit the core operation of the enterprise, forcing them to make key choices between adaptation and change.The same is true of any emerging market.
Agra Stock
