Have you heard of the Chinese company that sells 100million units a year and is called the "king of Africa"
voice technology is a Chinese manufacturer. Maybe you haven't heard of it, but it has dominated the African market. Some gold shines in places you can't see...
from traditional markets to specialty stores, from outdoor billboards to TV channels, from airport roads in Nairobi to slums in Kampala, from Kisii, a small border town in Kenya, to rubevu, a tourist city in Rwanda, as long as there are walls, Tecno's wall painting advertisements are indispensable, even plaster advertisements on roadside telegraph poles
annual revenue data of voice transmission
the way to win voice transmission
1. Selfie! Develop a skin beautifying mode for dark skinned users
people all over the world love taking selfies, and African people are no exception. However, because most of the shots are identified by face, it is difficult to accurately identify people with darker skin. Especially in the case of poor light, it is dark
in order to develop a skin beautifying mode for dark skinned users, a special working group was set up to collect a large number of photos of local people and analyze the face contour, exposure compensation and imaging effect. Different from face recognition in general photography, sound transmission is located through eyes and teeth, and on this basis, exposure is strengthened to help African consumers take more satisfactory photos of many users' special requirements
2, four cards and four waiting, reducing user communication costs
in the early years, in the eyes of most Africans, there were two kinds, one was original, and the other was China. Original, represented by Samsung and Nokia, has a single card, and then launched dual cards one after another; China is equivalent to Shanzhai machine, with most double cards. One of the sharp tools for voice transmission to open the African market is the dual sim card, which is not uncommon in the domestic market
when voice transmission first entered the African market, all kinds of infrastructure in Africa were not perfect, but there were operators such as telecom and mobile. According to incomplete statistics, there are more than 1000 operators in the African continent, and the service scope of each operator is not large. Maybe if you go out to the toilet, the operator will prompt you that "you have exceeded the service scope"
"the settlement cost between operators in Africa is very high. Many users need more than two cards, but they can't afford two," said Liu Junjie, chief marketing officer of voice holdings. This user pain point is exactly what Chinese manufacturers are best at
therefore, the measured value is related to the position of the fracture. The British media the economist once reported that "it is very practical for a country with poor signal". As early as 2011, Tecno brand under Chuanyin has been known as "the first brand of dual card in Africa". In addition, the company also launched four cards (this time is always enough)
3. Music, meeting entertainment needs
how can African people who are good at singing and dancing be inseparable from music? In March, 2016, when sound transmission launched boomj8, a music suitable for African music taste, it also gave a customized headphone at random. Not only the top 18 stars in Nigeria were invited, but the live topic of the press conference on twitter was directly ranked first on the trend list of the day
"when most brands are still competing for hardware specifications, we have already focused on consumer experience, which also makes our products popular with local consumers."
phan's gross profit per ton of steel fell by only 23% Tom 6 and 6 plus Dubai press conference (Figure source: voice technology officer)
4, as low as $30
at that time, the African market was firmly controlled by giant Nokia, followed by Samsung. Voice copied its domestic business experience to Africa, implemented price strategy, and targeted more functions
there are three smart products under voice technology, including Tecno (Volkswagen functional machine), itel (low-end functional machine) and infinix (high-end smart machine). At that time, Tecno sold dozens of dollars, only 50% of the price of Nokia and Samsung
5, "half a step earlier"
when asked why the voice transmission can succeed, the standard answer of the voice transmission staff is "half a step earlier". "The marketing method of voice transmission in Africa is very traditional. At this time, the convex ball on the experimental machine should be removed, that is, advertising and the development of traditional dealers. Compared with other copycat manufacturers, its brilliance lies in its early and meticulous work, and the people who help it do the labeling are excellent enterprises. It can be said to be a combination of timing, geography and people." A manufacturer who did OEM for voice transmission concluded
in the view of Wang Yanhui, Secretary General of the China Alliance, the story of voice transmission is not magical, which is determined by the style and ability of the founder: voice transmission is first of all a marketing company, the technology is not leading, and the business model is not innovative, but it is important to be serious. "Sound transmission is more formal in one step, pays attention to the brand, devotes itself to studying the usage habits of local users, cultivates the loyalty of users and channel providers, and does not pursue quick success and outbreak. After years of accumulation, the brand has been established. It not only makes money by itself, but also teaches local people how to do business."
the former employees of bird have created the "king of Africa"
ZHU Zhaojiang, the founder of sound transmission in the kingdom of Africa, has worked in bird for nearly 10 years
ZHU Zhaojiang joined bird in 1996, starting as a small salesman selling pagers, and was promoted to the chief representative of bird in North China three years later. He became the executive deputy general manager of bird sales company around 2003
later, he took the initiative to expand international business. Zhu Zhaojiang, who traveled to more than 90 countries and regions, often saw advertisements of some Japanese and Korean brands. He hoped that one day Chinese brands would also receive international attention
in 2006, sound transmission technology was established. In order to survive in the early stage, sound transmission also went through the way of OEM like other manufacturers in Shenzhen Huaqiangbei, but was soon trapped by the homogenization price war
in 2008, the company launched its own brand strategy. At that time, various manufacturers of Huaqiangbei not only vied for territory in China, but also fought fiercely in overseas markets such as India and Southeast Asia. After comparison, Africa, a market that has not been paid attention to, has become the most preferred choice for sound transmission
phantom 6 and 6 plus product launch (source: voice technology officer)
Africa is the third most populous market in the world after China and India, with a population of 1billion. Most importantly, the local penetration rate in Africa was not high. At that time, there were only a few brands such as Samsung and Nokia in the African market, and the competition was much smaller than that in other markets
in those days, the competition in the domestic market was fierce, and it was difficult to be a brand. Although the foundation of the African market was weak, it had great development potential. Zhu Zhaojiang was interested in this point
in November, 2007, the first time the voice tested the African market, launched the first Tecno brand dual card dual standby
in June 2008, the company established its first branch in Nigeria, the most populous country in Africa and the largest oil producer in Africa at that time. In July, the company decided to fully enter the African market
Zhu Zhaojiang often talks about the biggest advantage of Chinese private enterprises in Africa, that is, having a world-class manufacturing industry chain in China, can absorb the practical experience of the Red Sea in China, a billion level market, and is more flexible than international giants
he often mentioned in internal meetings: "we are a long-distance enterprise, and we will never sell our future for short-term interests." "The strategy of voice transmission in Africa is to run long distances and do business rather than simply do business."
sound transmission is not an isolated example. "Made in China" is going to the world in another way.
Shenzhen Huaqiangbei is China's industrial distribution center, with the largest production capacity in the world. It is also famous for thousands of fake machine manufacturers here, where sound transmission started
in 2008, a group of Shanzhai machine manufacturers followed the domestic playing method and pursued fast money when opening up overseas markets. At first, they were fierce, but they gradually declined due to widespread plagiarism, poor quality, irregular operation or irregular delivery. However, by making channels, products and brands in a down-to-earth manner, voice can gain a foothold in Africa
sound transmission is not an isolated case
among the first batch of copycat manufacturers to go overseas, Kivu has built its own brand g-five since 2008, with Dubai and India as the center, built its own localization channels, mainly promoting the middle and low end, and accumulated public praise by relying on the strategy of good quality and low price. It once covered nearly 30 countries in India and the Middle East, ranking among the top ten in the world. Another domestic brand, ivio, also relies on the medium and low-end market strategy to gain public praise in Indonesia, and GSL has achieved similar market control in Malaysia
the domestic market has been saturated. Relying on the manufacturing industry chain in Shenzhen, "made in China" has entered the world in another way. Their common characteristics: low price + good quality + grounded brand operation, with developing countries as the target market