How Former Xiaomi And Lazada Exec Is Helping Infinix Grow Its Brand In Asia And Beyond
Over the past decade, Chinese smartphone brand Infinix has focused on selling phones in emerging markets such as Nigeria, Indonesia, Iraq and the Philippines. In Africa in particular, Infinix has become a trusted brand on the continent, ranking among the top two or three companies in terms of smartphone market share.
But this year, Infinix decided to scale up its ambitions, selling its products in more markets and doing more to attract the Western tech press. Last week, the company hosted a lavish event in Venice to promote its new Zero 30 smartphone, and this is the first time the company has hosted such an event.
If this sounds familiar, it's because another brand, Tecno, did the same thing last year. The two brands are actually brothers, both operating under parent company Transsion. But while Tecno has taken advantage of its recent expansion plans to move into flagship phone territory, Infinix is staying true to its affordable roots, with the phone unveiled last week in Venice for around $330.
The reason, says Lake Hu, vice president and chief marketing officer of Infinix, is that Infinix is positioning Transsion as a new trendy brand. This explains why the company launched an affordable phone for gaming and vlogging in recent weeks.
Infinix believes the best way to sell affordable phones to young people is through e-commerce, and Hu is well equipped for the job. Prior to joining Infinix, Hu led the mobile platform at Lazada, a popular e-commerce platform serving the Southeast Asia region. There, he helped the Chinese brand Realme enter the Southeast Asian market and also helped launch Samsung's budget phone series M. Before Lazada, Hu worked at Xiaomi, helping its under -Redmi brand to expand in Southeast Asia region.
Now he wants to do the same magic with Infinix. Hu said the company focuses on producing phones with special features aimed at young consumers. This explains the Venice launch of a vlogging phone focused on a selfie camera or a gaming phone with a screen priced above its benchmark price.
“Obviously, selling in the entry or mid-range price range means you have to give and take specs,” says Hu. “My strategy is to identify what new consumers want and give it to them. Then I start maintaining an attractive price.”
He highlights the GT 10 Pro gaming phone with a flat screen (more suitable for gaming than curved screens) and 360Hz touch response speed, which improves the gaming experience. He admits that the The phone's front camera is decent, but it was a good decision to compromise given the very attractive price of $240. In fact, the GT 10 Pro sold out on the first day it was announced.
With the new Zero 30, Infinix doubles the selfie camera capabilities, giving users the ability to shoot 4K video at 60fps, something many Chinese phones at triple the price cannot do.
Hu said Infinix is also looking to differentiate its phone with unique design and packaging. Taking a look at the company's last two launches, it's clear that the phones feel more premium relative to the price range. Typically, phones under $350 use plastic backs and solid colors. The Infinix Zero 30 features leather upholstery and a unique green and gold color scheme. The GT 10 Pro case also doubles as a speaker amplifier.
Infinix is also increasing its budget to raise awareness by partnering with celebrities and influencers. The choice of Venice as the venue for the event was essentially the result of a collaboration between Infinix and the Venice Film Festival.
While sister brand Tecno recently launched a foldable phone – effectively beating out many Chinese brands to launch a foldable phone outside of China – Hu says Infinix is definitely considering making a foldable phone, but is at the early stages of planning. phase. the company would not want to repeat what Tecno has already done. Infinix wants to chart its own path.
As for entering so-called “developed” markets such as Western Europe, East Asia and North America, Hu believes there is still time.
“Developed markets depend on cooperation between operators, and it takes time to figure these things out, not to mention the additional costs of selling phones,” Mr. Hu said. “For now, Infinix is primarily focused on e-commerce, which is the most direct way to sell to consumers and the easiest way to reduce prices for consumers.
