Research On The Localization Strategy Of Domestic Mobile Phones In Entering African Market

In recent years,Chinese mobile phone industry has experienced several rounds of explosive growth.Under the background of the basic saturation of the domestic mobile phone market,the vast overseas development space attracts domestic mobile phone brands' outward expansion,among which the African market with a large population and needs to be explored is one of the most representative overseas markets.In 2008,Chinese phone brand Transsion was distributed in the African market,with the overseas market as the main target market.Through more than ten years of in-depth development of localization strategy,it has become the "invisible champion" in the sales volume of the African mobile phone industry.With a thorough localization strategy,Transsion can accurately grasp the needs of local consumers and achieve from 0% to nearly 50% in the competition of the African mobile phone industry and the increase of share has become a successful model of domestic mobile phones in the African market.At present,more and more domestic mobile phone manufacturers are ready to enter Africa,and the market competition in Africa is expected to be more fierce in the future,which is a huge challenge for domestic brands to carry out mobile phone business in Africa,and the experience of Transsion for many years also indicates that successful localization strategy can gain advantages in the future industry development.Based on the above background,this paper selects the African mobile phone market,which is concerned by many brands and has great potential for development,as the research object,and takes the successful localization experience of Transsion mobile phones as the specific case.Based on the existing localization related theories and African mobile phone market research,this paper attempts to summarize the current situation of localization strategy of domestic brands in Africa,and summarizes the current problem of localization strategy in Africa.At the same time,it analyzes the specific localization strategy of Transsion in developing African market,and provides reference suggestions for other domestic mobile phone brands to develop African market through summing up successful localization experience.First of all,this paper introduces the concept of localization strategy on the basis of theory,analyzes the motivation of enterprises to implement localization strategy from the outside and inside,and expounds that the specific forms of localization strategy mainly lie in localization of production,localization of human resources,localization of marketing and localization of R&D.Secondly,this paper briefly describes the development process of China's mobile phone enterprises,summarizes that China's mobile phones have gone through the initial development period,the great adjustment period and the transnational operation period.At the same time,it analyzes the scale environment of African mobile phone market through economic,political,social and technological factors,and summarizes the entry of China's mobile phone enterprises the motivation of African market.Then,this paper expounds that the particularity of mobile phone products determines the implementation of localization strategy,analyzes the specific localization behavior of Chinese mobile phone enterprises in the African market,and points out that at present,there are some problems in the localization operation of domestic mobile phones in the African market,such as insufficient cognition,single products and lack of supply and marketing channels.This paper next focuses on the analysis of the Transsion successful localization strategies in Africa.First,it briefly introduces the operation status of the Transsion company from two aspects of development process and market performance;according to the four specific forms of localization strategy,it makes a specific analysis of the actions taken by the Transsion company in localization of production,localization of human resources,localization of marketing and localization of R&D,including self-built local factories,localization of core technicians,low price strategy,innovation for Africa market needs and so on.Finally,in view of the current situation of other domestic mobile phones exploring African market and the problems existing in the localization process of domestic mobile phones in Africa,combined with the successful experience of Transsion,this paper puts forward the corresponding enlightenment to the domestic mobile phone brand: in the localization operation,we need to conduct in-depth Market Research and pay attention to the user demand;with the help of scientific research and development,we need to carry out localization innovation to maintain the local mobile phone product characteristics;and the construction of fast local supply and marketing channels and the integration of enterprises into local life in Africa will open the market faster.