Chi­nese phone mak­ers in Europe sales push

China Daily (USA) - - BUSINESS - By BLOOMBERG

Chi­nese phone­mak­ers are launch­ing new de­vices tai­lored to Euro­pean con­sumers, bet­ting they can grow sales us­ing strate­gies rang­ing from cheaper price tags to ul­tra-high-def­i­ni­tion video to ad­ver­tise­ments star­ring soc­cer’s Cris­tiano Ron­aldo.

At Europe’s big­gest con­sumer elec­tron­ics show IFA in Berlin, Chi­nese man­u­fac­tur­ers, in­clud­ing Huawei Tech­nolo­gies Co and ZTE Corp, show­cased phones aimed at grab­bing mar­ket share from in­cum­bents Sam­sung Elec­tron­ics Co and Ap­ple Inc. Their prod­ucts ri­val fea­tures of the Galaxy or iPhone, but at prices as much as 30 per­cent cheaper.

“Euro­pean con­sumers look for­ward to good prod­ucts at an af­ford­able price”, of 250 eu­ros to 450 eu­ros ($280-$500), Adam Zeng, chief ex­ec­u­tive of­fi­cer of ZTE’s mo­bile de­vices business, said in an in­ter­view at IFA. “We think ZTE smart­phones can oc­cupy this niche.”

Chi­nese phone man­u­fac­tur­ers are un­der in­creas­ing pres­sure to seek new rev­enue as com­pe­ti­tion in their home­mar­ket in­ten­si­fies and growth slows. They’re spend­ing more on mar­ket­ing to be­come house­hold names in Europe.

ZTE, which spon­sors pro­fes­sional soc­cer clubs in Spain and Ger­many, un­veiled the Axon 7 mini smart­phone at IFA, which fea­tures sur­round sound and a high-def­i­ni­tion display, start­ing at 299 eu­ros. The com­pany in­creased its mar­ket share to 15 per­cent in Rus­sia, 10 per­cent in Spain and 6 per­cent in Ger­many

Euro­pean con­sumers look for­ward to good prod­ucts at an af­ford­able price.”

chief ex­ec­u­tive of­fi­cer of ZTE’s mo­bile de­vices business

Adam Zeng, in the sec­ond quar­ter and plans to spend more on mar­ket­ing to be­come one of the top three sell­ers in its main mar­kets, Zeng said.

Huawei, the world’s third­biggest seller of smart­phones, demon­strated its new Nova and Nova Plus mod­els, which come with a 12 megapixel cam­era that shoots 4K video. It said there’s de­mand from con­sumers for a de­vice that’s in the 350- to 450-euro range and checks off three es­sen­tials — good de­sign, ex­cel­lent cam­era and a bat­tery that lasts a cou­ple of days.

“We still have room to in­crease our mar­ket share in Europe, and launch­ing midrange phones is part of that,” Kevin Ho, pres­i­dent of Huawei’s hand­sets di­vi­sion, said in an in­ter­view. Mar­ket share in­creased to al­most 20 per­cent last year in coun­tries like Spain and Italy.

China’s Nu­bia Tech­nol­ogy Co, which grabbed at­ten­tion by advertising with Real Madrid soc­cer star Ron­aldo, showed off its flag­ship Z11 smart­phone in Berlin that starts at 499 eu­ros. It comes in a gold-col­ored Ron­aldo spe­cial edi­tion.

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