If the chinese manufacturers were generally limited to Asia, in particular because of its large pool of consumers just including China and India and its low level of equipment, they now genuinely eye the American and European markets.
We have the proof with the young Xiaomi who did not hide his ambitions in the long term and who begins to settle discreetly. We're talking about accessory stores right now. But smartphones will inevitably join them sooner or later. Others will cite the TCL which has entered the French market through the Alcatel One Touch brand. The same for Tino Mobile, through the Wiko brand. We can also mention Meizu, whose models do not benefit from a great reinforcement of advertisements, but which are indeed marketed in France. Without forgetting the troublemaker OnePlus, which seeks to improve its logistics and is preparing its second model.
And the Chinese surge is not over. At the MWC in Barcelona, ??the brands Gionee, Haier and Zopo also made no secret of their desire to venture out of Asia. The first will offer its latest model under other labels in Europe, including Kazam. The second has already announced models with us. The third also distributes its smartphones in France.
Gionee's latest smartphone, which has been exhibited at MWC and which will be offered under the Kazam brand here (DR; click to enlarge)
With such a wave of competitors, who also charge more competitive prices, cutting a lot on the margins, behemoths like Samsung, Apple or Sony have a lot to do. This is why Samsung decided to go upmarket, notably forgetting the plastic on its Galaxy S models, and why Sony does not leave the market, but moves away from it a little.