The Chinese mobile phone that Saudi tycoons like: not sold in China, sales in the Middle East have surpassed Apple
Saudi Arabia, abbreviated as Saudi Arabia. Located in southwest Asia, the Arabian Peninsula, bordered by the Persian Gulf to the east and the Red Sea to the west, is the world's largest oil exporter and plays a pivotal role in the Middle East. The following is based on the smartphone market report in the Middle East for the second quarter of 2023 released by the research agency Cangys, to see what mobile phones Saudi Arabia's local tycoons like.
Xiaomi ranks 5th in the Saudi smartphone market, with a market share of 6%. Last year, Xiaomi ranked among the top three in 54 countries and regions around the world, ranking in the top five in dozens of countries and regions around the world, and overseas revenue accounted for about half of the company's total revenue. About two years ago, Xiaomi opened its first Xiaomi store in Saudi Arabia, offering smartphone products at all price points, as well as some smart electronics in the store, which are also popular with local consumers. Xiaomi has been looking to expand globally, and the Middle East is seen as a market with great growth potential. Strong partnerships have been established in the Middle East, including with operators, retailers and e-commerce platforms.
Honor ranks fourth in the Saudi smartphone market, with a market share of 7%, and a growth rate of 112% in the second quarter of this year. This summer, Honor Magic5 Pro joined hands with Saudi esports association SEF to become PMWI's official smartphone partner. In terms of overseas layout, Honor adopts different product portfolios and channel strategies for different countries and regional markets. It is reported that a series of capabilities such as Honor's organization, partners, and retail in the Middle East and Africa have been built. In recent years, on the basis of the completion of capabilities, it has begun to pursue rapid development.
The most popular Chinese smartphone in Saudi Arabia is Transsion, with a 22% market share, with growth soaring 130% in the second quarter of 2023. Another data shows that Transsion's shipments in the entire Middle East even surpass Apple and Xiaomi, rushing to the second place in the Middle East smartphone market, second only to Samsung. TRANSSION, which was born in Shenzhen, has always been centered on consumers in emerging markets, determined to let as many people as possible enjoy the better life brought by technology and innovation as soon as possible. Its brands include TECNO, itel, Infinix, oraimo and Syinix, etc., and its products are mainly sold to emerging markets such as Asia, Africa and Latin America, with annual mobile phone shipments reaching 156 million units.
TRANSSION, known as the "King of Africa", has maintained a leading position in the African mobile phone market for many years and has achieved good growth in new markets outside Africa. Focus on localized operation and technology R&D innovation, firmly implement the strategy of "adapting measures to local conditions, adapting measures to people", customize products according to the objective environment and needs of different regions, and provide mobile phone products including different price segments and different functions. In addition to mobile phone business and mobile Internet business, TRANSSION expanded its product capabilities and actively explored new cooperation and business models. Based on the leading advantages accumulated in emerging markets, it deepened its diversified strategic layout and established the digital accessories brand oraimo and the home appliance brand Syinix. While vigorously developing offline business, we actively expand online channels.
Today, Transsion's global sales network has covered more than 70 countries and regions, hoping to replicate Africa's successful path in the Middle East, achieve a comprehensive breakthrough in overseas emerging markets, and try to impact high-end mobile phones. Its TECNO, a mid-to-high-end smartphone and smart hardware brand positioned in emerging markets, released a number of new models this year that have not been sold in China.
Analysts believe that diversified product lines, adjustments to photography and selfie functions, localization initiatives, brand awareness and good after-sales service. Together, these factors have driven TRANSSION's growth in the Middle East market, making it one of the preferred smartphone brands for local consumers.