At the end of the year, the workers are afraid that the New Year will be chaotic, and they are even more afraid that the New Year will not come.
The annual meeting disappears, and a certain probability means that the "year-end bonus disappears". Thinking of this, the workers were relieved of the embarrassing performance at the annual meeting.
There is a mobile phone giant this year, and the annual meeting is not messy, but the year-end bonus is more ferocious.
On January 26, Transsion announced the news of 30% year-end bonus for all employees, which was very abrupt among peers.
In 2023, shipments in the smartphone market fell to their lowest level in nearly a decade.
In addition to Apple, there is also a slight growth, most mobile phone manufacturers are in**, and Samsung is **136%。
However, Transsion is an extremely glaring exception.
Transsion's mobile phone sales reached 94.4 million units last year, a year-on-year increase of 308%, all the way to the fifth in the world. This low-key giant was officially promoted to the "Diamond King Old Five".
In addition, according to its annual performance forecast, its revenue exceeded 62.1 billion yuan last year, a year-on-year increase of 33%, and its net profit was about 5.4 billion yuan, a year-on-year increase of 121%.
This is also why it can generously issue year-end bonuses.
Those who are familiar with Transsion know that its rise depends on the African market, with a market share of more than 50% at one time, and it is known as the "king of Africa".
TECNO, a brand of Transsion
In 2023, when the world is reluctant to change its phone, does Transsion still rely on African brothers to counterattack?
It's not that simple.
King of Africa, rush out of Africa!
The founder of Mixue Bingcheng once jokingly called himself "shaving in the soil", specializing in the sinking market that no one looks down on.
Transsonic is even digging in the soil.
At a time when global mobile phone manufacturers are not looking at the African market, it has flown from China to the African continent and developed generation after generation of products for African usersPersonalized Divine Machine
In 2007, Transsion launched Africa's first dual-SIM dual-standby mobile phone.
Later, it even launched a smartphone with four cards and four standby, which firmly captured the hearts and minds of African users.
This is because there are many communication operators in Africa, and the coverage of each operator is very limited, and the cost of cross-network communication is very high. So in Africa, most people have several SIM cards. Four cards and four standby, not only convenient for them to switch signals, but also save call costs.
For another example, considering that there are frequent power outages in Africa, Transsion has equipped mobile phones with extra-large batteries, and the large battery of 5000 mAh is just the beginning.
What's more, the "smart tanning" function has been developed, and African users have no worries since then.
Whether it is a feature phone or a smart phone market, Transsion's position in Africa is solid.
And that brings up the question:How to continue to grow?
On the one hand, the African market has been exhausted.
In 2022, Transsion's full-year revenue fell by 6%, an important reason for which was that its revenue in Africa fell by 15%.
On the other hand, it is very difficult to open up other markets.
The European, American and East Asian markets are divided by mainstream giants, and there is almost no possibility of getting involved.
As for Latin America, South Asia, the Middle East and other regions, mobile phone manufacturers such as Xiaomi, Samsung, and OV have also begun to roll up. In Latin America, for example, Samsung has been the best-selling smartphone brand, and Xiaomi's sales in Latin America also increased by 40% year-on-year in the third quarter of last year.
Xiaomi also has loyal users in Latin America".
The era of Transsion's low-key development looks like it's time to come to an end.
Judging from the market reaction, many people think so.
In October 2022, Transsion's market value fell to less than 50 billion yuan, an evaporation of 120 billion yuan from its peak.
However, it turns out that everyone underestimated the ruthlessness and vitality of daring to dig in the soil.
According to Canalys' market share data by region, Transsion's market share in the Middle East and Latin America has jumped to No. 1, respectively.
The third and fourth places, with growth rates of 35% and 56% respectively. In Latin America, Transsion is the only one of the top five manufacturers to achieve positive growth.
Transsion's brand Infinix
In Southeast Asia, Transsion is also conquering cities. For example, in the Philippines, it only took more than 2 years to achieve the first.
Transsion entered Malaysia and found Lee Chong Wei to endorse him.
In the third quarter of last year, more than 70% of Transsion's smartphone revenue came from outside Africa.
The king of Africa has rushed out of Africa.
The top four in the world are drinking soup,
Why is the fifth in the world eating meat?
In 2023, there are two "continuations" in the global smartphone market.
The first is to continue to sell.
The year-on-year growth rate of shipments of most mobile phone manufacturers is generally negative.
The second is to continue to get expensive.
In the case of not selling, in order to ensure profits, mobile phone manufacturers have raised the banner of high-end.
According to IDC's statistical report, the average global smartphone price is expected to be $438 in 2023, or about 3,130 yuan. The average selling price of smartphones has increased for the fourth year in a row.
In the face of this price, users in emerging markets such as Africa and Latin America can only say: no blessing.
This gave Transsion Mobile the first chance to break out of the encirclement:Dry low price.
According to statistics, the average price of Transsion's smartphones in Africa is only 442 yuan, and the average price of feature phones is even lower than 62 yuan.
In other regions, Transsion still pursues a low-price strategy.
Taking Iraq as an example, the average price of Samsung's mobile phones in the local area is more than 1,800 yuan, and Xiaomi's is about 1,600 yuan, but Transsion has achieved a low price of 861 yuan.
A number of mobile phone manufacturers are helping their users solve the problem of "what is a better mobile phone", and Transsion is helping its users solve the problem of "whether there is a mobile phone".
But this does not mean that Transsion mobile phones are very crotch-pulling.
At least in the eyes of its users, Transsion can be called the conscience of the industry.
In the "2022 Most Popular Brands of African Consumers" released by African business magazine "African Business", Transsion's three major mobile phone brands were all on the list, ranking 6th.
Such a reputation is thanks to Transsion's second trick to break out of the encirclement:Localization.
Localization refers not only to the above-mentioned mobile phone configurations and functions such as large batteries and smart tanning.
Like other peers, Transsion is also struggling with operational and entertainment experiences.
Its three major mobile phone brands, Tecno, Itel and Infinix, are equipped with their own operating systems Hios, Itelos and XOS, respectively.
Its app is even more inseparable from users.
Take Transsion's ** software BoomPlay as an example, with more than 68 million monthly active users and a total of more than 100 million users, beating Spotify and Apple Music in Africa.
This is also because of localization.
The most obvious point is that most of the ** people in it are from Africa itself. There are many talents who can sing and dance in Africa, but they were very scattered before, and there were no big record companies to gather them together, so it was Boomplay who took action, while excavating, and at the same time giving support, and finally recruited a large number of good singers, and users flocked to it.
Even if you are using Apple users, most of them will go to the appstore to **boomplay.
Using the same routine, Transsion has launched a short ** social platform called vskit, as well as the "African version of today's headlines" scooper, with monthly active users of about 30 million.
In addition, all aspects of how to sell goods, how to do marketing, and what product strategy to implement also need to be adapted to local conditions.
When it first entered Africa, the local television and Internet were not popular, and Transsion was smearing advertisements on the streets. "From the airport road in Nairobi (the capital of Kenya) to the slums in Kampala (the capital of Uganda), wherever there are walls, there are advertisements painted on the walls of Transsion," said Zhu Zhaojiang, chairman of Transsion.
In Bangladesh, Transsion launched a marketing campaign to buy a mobile phone and give away a Suzuki motorcycle.
What makes it even more difficult for peers to reach is Transsion's sales network.
Many target users do not have the habits and conditions of online shopping, so they began to improve the sales network very early.
Huaxin** pointed out in a 2022 research report that Transsion has a total of 360 dealers in Africa, opened a large number of offline retail stores, and assisted dealers in continuously sinking sales channels, gradually covering the sales network from the local first- and second-tier developed areas to the third- and fourth-tier regions.
Through various localized means, Transsion has gained a strong presence and goodwill in the local area.
The most impressive thing is always the details and intentions.
Transsion's routines can't be learned by friends and businessmen
Compared with Apple and Huami OV, even if Transsion achieves the fifth place in the world, it is still a small role.
Transsion's annual profits, Apple can easily earn in just a few days.
Transsion's technical strength is considered by many to be based on micro-innovation and lacks barriers.
But the fact is that from beginning to end, Transsion has not been hit by anyone to reduce the dimension, but often staged anti-encirclement and suppression.
Big factories have the magic weapon of big factories, and small characters also have the survival of small characters.
Transsion's routine is simple:Intensive cultivation, one meter wide to one kilometer deep.
When conquering emerging markets, it is common practice for large manufacturers to launch a "youth version" of their flagship machines, eliminating the cost of building new production lines and focusing their main resources and energy on other markets that are more lucrative.
On the other hand, Transsion, which has only one acre and three points of land, can only find ways to make it more fertile.
For example, when entering Africa, Transsion did not see it as a unified market, but set up a special team to conduct market research in more than 50 countries and regions, all the way to the depth.
Third, fourth, and fifth tier areas.
After an in-depth investigation, Transsion has at least two major gains.
The first is to understand the needs and pain points of local users.
TRANSSION's mobile phone functions, TRANSSION's marketing methods and sales network are all based on this.
In addition, Transsion's reputation in emerging markets also lies in the fact that it solves a pain point for local users: after-sales service.
Before Transsion, many mobile phone brands made a fortune and left. In 2009, Transsion established the after-sales brand Carlcare, where the products are sold, after-sales outlets will be built, and even all the way to shantytowns, with 2,000 outlets around the world.
Companies that don't run away and repair mobile phones are refreshing to the locals.
The second is to understand how to combine local demand with the advantages of Made in China.
In order to quickly respond to the needs of the local market, Transsion has built factories in Ethiopia, Bangladesh and other places.
However, the industrial chain that supports its development is mainly in China.
Its R&D centers are located in Shenzhen, Shanghai and Chongqing.
Its ** chain depends on China's second- and third-tier ** merchants. For example, one of its camera manufacturers is Hubei Sanyingxing Electronics, which focuses on the low-end and middle-end, rather than the mainstream Sony, Sunny Optics, O-film, etc.
How to make the most efficient combination of user needs and the best chain separated by thousands of miles?
The answer is still to go deep into various emerging markets to understand the most real news of procurement, sales and other links, and finally "determine production by sales" without wasting money.
To this end, more than 90% of Transsion's overseas employees are locals, who know their roots well and communicate easily.
Capital and technology are indeed important, but they are by no means the only conditions for survival and development, otherwise small and medium-sized enterprises can only go downhill and go to a dead end.
There are many places where Transsion is not as good as its friends, but it also has many places on its body, and it is not that friends can quickly catch up by throwing money.
Intensive cultivation, user experience is king, and it is still a timeless routine.
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