The hottest smart machine in Africa increased by 1

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African smartphones increased by 108% last year. China's recognition of the brands of enterprises in the industry continues to strengthen, and the market share of manufacturers is 30%

in the past 10 years, the penetration rate in Africa has increased from 6% to 80%. It is not apple that changes the lifestyle of these African residents, but cheap products made by Shenzhen Shanzhai company. However, while China has gained popularity in Africa, the story of the wave behind pushing the wave ahead is also unfolding day by day

more and more Chinese manufacturers began to compete in overseas markets, and Africa, with a large population, was naturally included in the hunting range

recently, oppo held a new product launch in Morocco, released its photo oppon3 and ultra-thin oppor5 designed with an electric rotating camera, and announced that these two products will soon be launched in Morocco. With oppo's participation, the number of Chinese brand manufacturers in Africa has exceeded 10

in the past, the first batch of manufacturers to go to Africa were mostly Shenzhen Shanzhai manufacturers. In 2013, with the outbreak of intelligence, more Chinese brand manufacturers entered the African market. According to our research data, the market share of Chinese brand manufacturers increased from 15% in 2012 to 30% in 2014. Yan Zhanmeng, a senior analyst in charge of market research at IDC China, told China business that Huawei, voice transmission and Alcatel had ranked among the top five smart markets in Africa

driven by the great development potential of the mobile communication market, the significant improvement of mobile communication infrastructure conditions and the high demand of African audiences for new mobile communication services, Africa has now become one of the regions with the fastest growth of users in the world. IDC data shows that the last point is power failure, and the overall growth of African intelligence last year was 108%

gold rush in the African market

for the industry, the most attractive thing about Africa is the huge market space: it accounts for about 15% of the world's total population. The urban population accounts for about 26% of the population of the whole continent. The important thing is that the users exceed 200million. Even in the economic crisis, the growth rate reached 14.8% in 2009. When the Chinese market is gradually saturated, regions and countries represented by Africa have become the strongest driving market in the world

according to statistics, Nigeria, as the country with the largest population in Africa, currently has the largest number of users in the African continent, accounting for 16% of the total number of users in Africa. Followed by Egypt and South Africa. The relevant data report predicts that in the next five years, the countries with the most significant growth in African users will be concentrated in the Middle East and Africa, of which Ethiopia, the Democratic Republic of the Congo, Eritrea and Madagascar are expected to achieve user growth of more than 100% in 2015. According to the current development rate, the number of users in African countries will reach 265million by 2015, accounting for more than one third of the number of users in the world

African intelligence increased by 108% as a whole last year, of which Chinese intelligent manufacturers increased by 30%. A group of brand manufacturers led by Huawei entered the top ten in terms of shipments in Africa, and Huawei ranked second only to Samsung. Yan Zhanmeng said to him

it is understood that Huawei terminals increased by more than 300% in the Middle East and Africa market last year, ranking first in all regions, followed by the Asian, African and Latin American market, which increased by 98%, followed by the European market, which increased by 68%, and finally the Chinese market

Huawei consumer BG insiders said that the reason for the high growth rate in the Middle East and Africa market is that the base is low, the space is large, and the recognition of the brand has begun to appear

Yan Zhanmeng told first finance and economics that there are several reasons why the African market has become the second largest market outside China. On the one hand, the application method of the steel bar repeated zigzag experimental machine. The African region itself is subject to economic factors, the industrial chain and the lack of supporting facilities, unlike other regions, which have strong local brand clusters; On the other hand, African residents have a good impression of Chinese brands, and China can often be guaranteed in quality; Finally, the African market is mainly dominated by the open market. According to IDC research data, 70% of the channels are open channels, and operators are relatively weak, which also allows manufacturers who do their own channels and brands to have more room to play

Shanzhai machine is gradually ebbing.

a survey by roycefund, a fund company, shows that the penetration rate in Africa has increased from 6% to 80% in the past 10 years. It is not apple that changes the lifestyle of these African residents, but cheap products made by Shenzhen Shanzhai company. However, a phenomenon that can not be ignored is that while China has been popularized in Africa, the story of waves behind waves pushing waves ahead is also being staged every day

a large market space does not mean that the market is easy to do. The price of our exports to Africa is now basically between $15 and $18, which is $5 to $6 lower than the previous two years, and the profit of each unit is less than $1. Wang Qing (a pseudonym), the head of a domestic enterprise focusing on overseas markets, told that with the rise of some local African brands, profits continued to decline and market competition was extremely fierce

in 2009, the largest advertisement seen in Nairobi airport, an air hub in Africa, was China's copycat except for the communication operator. Black businessmen purchase goods in China, most of which are fake machines. Many African countries, such as Ghana, have quietly formed the Chinese market, and its scale can be compared with that of Shenzhen Huaqiangbei. According to the local people, this is called chinesecity

at that time, selling was like selling toys. Whoever entered this market could make money. But Wang Qing said that this situation has been invisible in recent years. He told that due to the price war between sellers of fake machines, the profit space was constantly compressed, and with the increase of income and the continuous development of the market, the brand awareness of African residents was improved. In addition, the protection of intellectual property rights has been gradually strengthened, and the imitation of the African market has finally retreated

now, not only in Africa, but also in other parts of the world, brands are basically dominant, and there is no chance for Shanzhai machines. The person in charge of the above-mentioned enterprises said that in the early stage of the market, everyone beat their teachers to death, but the market will eventually move towards branding. Consumers' cognition is mature, and the brand guidance is strengthening. It is inevitable that the market is brand oriented, including emerging markets such as India, Pakistan and Bangladesh. If they just make fake machines and rely on price wars, there is almost no chance

overseas challenges of Chinese brands

Yan Zhanmeng told this newspaper that Huawei, voice and Alcatel ranked in the top five in intelligence in Africa last year, and the selling price of Chinese brands in the market is not low, such as Huawei, Lenovo and Jinli, which cost an average of more than $200, while voice, Alcatel and ZTE also cost more than $100

however, business competition is always brutal. After experiencing the price war and brand war, the breakthrough of Chinese manufacturers overseas should be a protracted war

Wang Qing said that some African governments sometimes add several import terms and certification thresholds from time to time in order to prevent China's massive imports

for example, Libya was once the largest import port of China in North Africa, with low tariffs. From the perspective of transportation channels, China's Shanzhai left Hong Kong to arrive in Libya first, and then transferred from Libya to North African countries and other African countries. However, in September, 2009, Libya suddenly began to lock China's Shanzhai at the customs one after another, and within a month, the official announced that it had closed China's Shanzhai. One version circulated in the industry is that Chinese manufacturers eroded the market share of Nokia, the then leader, and a commercial war is inevitable

another problem often encountered in overseas markets is the patent problem. Huawei, ZTE, Xiaomi and Yijia have inevitably suffered from patent sticks overseas

in addition to practicing internal skills, the best way is to check whether the experimental machine is firm. I'm afraid the solution is to adopt OEM cooperation with manufacturers with relatively mature local brand construction. Lu Weibing, President of Jinli, said that Jinli has about a dozen OEM partners around the world. In the African market, Jinli has reached the second place in Nigeria and other Central African markets

we need to have a very open mind to form alliances and alliances with local partners. In addition to better promoting the brand, we all know that the international exchange rate fluctuates greatly this year. In this case, it actually tests the mutual trust between you and your partners. This kind of thing needs time to precipitate. Lu Weibing said to

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