TechRez:
Gionee’s mobile division in Nigeria is falling apart. The Chinese mobile manufacturer founded in 2002 grew to become a formidable brand in China, expanding its market to India, Vietnam, Taiwan, Phillppines and Nigeria.

In 2013, the mobile brand grew in popularity in Nigeria, posing a huge threat to Tecno. Gionee’s constant push for innovative smartphones backed by aggressive marketing made the brand a household name.

The company also earned a global recognition for manufacturing the slimmest phone in 2014, the Elife S5.5, although it has been overtaken by Micromax’s Canvas Sliver 5.

During that same year, Gionee got in the media for some shoddy practices. It was accused of delivering smartphones pre-installed with Malwares.

Gionee E6
Gionee E6
Fast-foward to 2015, the company appears to be struggling especially in Nigeria where other OEM ‘s like Infinix have had an instant impact in Africa’s biggest mobile market.

Infinix and Google had a mega deal that brought in the Infinix Hot 2, an Android One smartphone that has sold in tens of thousands. The same thing cannot be said of Gionee smartphones, though they launch new devices continuously, it appears no one noticed.

The competition is going to be more stiff, as Xiaomi which was recently dethroned as the biggest Mobile Vendor in China by Huawei launches two smartphones in Nigeria at the end of November.

Jumia is also likely partner with Wileyfox to launch two smartphones in Nigeria before the end of 2015. Wilefox phones are like the hugely successful OnePlus phones running on Cyanogen OS with top-of-the-line specs on-board.

It is not clear what went wrong in the camp of Gionee, but if they choose to remain relevant in Nigeria. They have “re-study” the market, knowing why brands like Yezz Mobile failed miserably in Nigeria with their completely down-market phones and why emerging brands like InnJoo have suddenly become an instant success.

http://www.techrez.com/why-is-gionee-struggling-in-nigeria/

cc: lalasticlala

gadgetsngs:
Gionee has all it takes to make it in the African market only if they will go back to the drawing board, involve top bloggers and all that.

Oyetboy:
Gionee is far more reliable than tecno, infinix etc

Panshow:
Where are your facts?, any statistics to back up your point?.

koice:

Must there be statistics? Can't you see what's in front of you?

ollah1:


The Tecno paid trolls would soon hit back at you

Panshow:
Where are your facts?, any statistics to back up your point?.

asuustrike2009:
To me, Gionee's sale is not high in Nigeria because of the following
1. The market penetration is poor.
2. The phone market is saturated coupled with the fact that they are not innovative enough. Their selling point is battery but it goes beyond battery life. Infinix is a hot cake in Nigeria because of their battery life, affordable price(not too low not high), good camera quality-( most persons opt in for it because it was clear and sharp) and after sales repair in nearly the 36 states of the federation. But what woo them was the sharp and clear pictures coupled with big screen, long lasting battery that charges fast.( Although I learnt the new Gionee now charges fast from the advert I watched)
3. It was just of recent that they introduced low range phones with good battery life e.g gionee mini range.
Possible solutions(my opinion)
1. The marketing department should carry out a survey or research on what Nigerians really need because that is the basis for determing what to produce before production.
2. They should study the strength of their competitor to know their selling point.
3. They should capitalise on every opportunity available at their disposal to out way their competitor. This entails doing it more better than their competitor. For example infinix selling point is quality camera, strong battery, affordable price( medium range) case study infinix hot note pro and carl centre. Gionee may decide to add some spices to their product, e.g water resistance, durable( nokia 3310 a good example), long lasting battery, carl centre in the 36 states of federation for after. Imagine buying a phone with good camera pix, long lasting battery and strong phone for N10,000 that is if they would do so. Having a good trained customer care representative similar to GTB bank. Not someone that is aggressive but patient with their customers. Be able to resolve their problem on time. Their spare parts shouldn't be expensive that is buying one part shouldn't lead me to buy another phone. E.g if the cost of my phone is N20,000 and changing the screen is about N7,000, it wouldn't be reasonable to change it instead I would save some cash to add to it to buy another
4. Price is one of the greatest weapon to woo customers to their brand especially customers comparing the benefits and cost from product. It is a major determinant of demand( ask Tecno why their so called Camon 8 or C8 hasn't being a huge success since it was lauched.
That is Nigeria market for you

Panshow:
Where are your facts?, any statistics to back up your point?.

TechRez:


Most of these Chinese OEM do not release their quarterly report to the public.

However, we carried out a very intense study on the situation, online and offline analysis to come to our logical conclusion.

We write purely on facts and not on assumptions or emotions.

TechRez:


Wow, these are outstanding points you raised.

Marketing is everything. The last time I checked, Samsung can sell plastics as gold and people will fall, because they have the best mobile marketing department in the world.

For me this is so sad, because Sony and Gionee are in the same page. They make decent phones with mediocre marketing.

xxxtedyxxx:
oga. All u posted is trash, u can't even ansa such a simple question. See ur mouth like online and offline analysis. U typed trash and called it ananlysis. All these yeye bloggers that won't do their homework well. U said infinix hot 2 has sold tense of thousands...can u prove that? U just sit down with plate of beans dey compose rubbish.

TechRez:


Wow, these are outstanding points you raised.

Marketing is everything. The last time I checked, Samsung can sell plastics as gold and people will fall, because they have the best mobile marketing department in the world.

For me this is so sad, because Sony and Gionee are in the same page. They make decent phones with mediocre marketing.

tempem:
I wonder oh. All I see is a tecno fan.

wildcatter23:


There is a niche yet unsatisfied in the tab scene. Maybe gionee should capitalize on that

TechRez:


Sales of Tablet are dropping astronomically, that would be a terrible business decision, if you ask me.

TechRez:



The sales of Infinix Hot 2 was independently confirmed by Infinix Mobility. At the time we got the report, over 170k units of the device had left the company.

However, we will not continue to join words with you. Next time, before you insult bloggers, do your homework and run through the profile of the blogs.

Please take a seat!

encryptjay:
You guys have said it all. Marketing has been their problem.