In 2018, the market share of all-in-one mobile phones in Africa reached 48.71%, far ahead of Samsung, which ranked second.
Editor’s note: This article is from Tencent “Number Visual”.
September 30, the company was listed on the Shanghai Stock Exchange, and the issue price was 35.15 yuan/share. The opening price of the first day was 53.00 yuan/share. According to calculation, its market value reached 42.4 billion yuan, but then The opening price rose by 30% and was temporarily suspended. On the eve of the listing, the voice was also sued by Huawei for copyright ownership and infringement disputes.
A radio mobile phone that suffered a dramatic turnaround when it went public. Although it is not famous in China, in Africa, where per capita spending power is poor, the voice dominates the African market with affordable prices and features.
What kind of company is the voice of “The fragrance outside the wall?” What is the unique marketing strategy? How big is its territory in Africa?
The voice dominates the African market with a market share of 48.71%
For three consecutive years, the voice has firmly occupied the top market share in Africa. Among them, in 2018, the market share of all-in-one mobile phones in Africa reached 48.71%, far ahead of Samsung, which ranked second.
In November 2017, the company completed the shareholding system reform and achieved rapid growth in revenue and profits. In this year, the revenue of voice business increased by 72.24% year-on-year, and the net profit increased by 687.21%.
Overseas territory continues to expand, Africa is still the home of the voice
In 2016, 88.62% of the main business revenue of the company was from the African market.
In recent years, the voice has begun to expand into new overseas markets. In the first half of 2016, the voice quickly opened up the Indian market and achieved a high market share. In 2018, the market share of all-in-one mobile phones in India reached 6.72%, ranking fourth. Despite this, the main source of voice revenue is still in Africa.
The cheap price and highly targeted feature set is the “killer” of voice over the African market.
In 2018, the average function price of the function phone (usually used for voice calls, SMS sending and a small number of simple network connection services) was 65.95 yuan per unit, and the average selling price of smart phones was 454.38 yuan per unit. In 2018, there were 133 million mobile phone shipments in the global market, of which 70.96% were feature phones.
In addition, Voice has independently developed a targeted mobile phone function such as “Black Skin Camera” to gain recognition from consumers in the African market.
The competition in emerging markets is fierce. The advantages and challenges of voice coexist
Attracted by the huge market space and growth potential of the emerging mobile phone market represented by Africa, more and more manufacturers have entered the track and the competition is becoming increasingly fierce.
Occupy the voice of the first opportunity in Africa, preemptively mastered a large number of sales resources, and formed barriers that are difficult to break through; but compared with other competitors, the sound has a short board with insufficient R&D investment and lack of technical advantages. . As these emerging mobile phone markets in Africa mature and consumer demand increases, the market share advantage of voice will be challenged.
The advantage of voice transmission is not in technology research and development, so its development focus is also on countries and regions with low consumption levels and low technical requirements. But once the emerging markets are opened and more powerful capital flows, the price advantage of the voice may become its disadvantage. Improve the R&D strength while stabilizing the existing market, perhaps the African mobile phone