The Chinese smartphone company Gionee (Gionee Communication Equipment Co. Ltd) was founded in the year 2002. After passing many obstacles and challenges in the way, it came first in focus with the release of Gionee Elife S5.5 in Mobile World Congress 2014. Elife S5.5 was the thinnest smartphone in the world at that time. After that, they didn't look back. Gionee became one of the top popular smartphone brands in the world in 2015. But they didn't stop there. In 2016, they decided to manufacture smartphones in India to cut import tax in India and offer their smartphones even cheaper to Indian consumers. Top global brand Samsung and top local brands like Micromax and Intex lost a significant amount of market share to Gionee and other Chinese brands like Oppo and Vivo in 2016. Gionee continued to grow in big markets like China and India in 2017 and 2018.
Gionee wants to reach everywhere in the globe, deliver necessary equipment for mobile communication and become one of the most powerful brands in the world in this sect. They want to create user-friendly, stylish and comfortably carryable goods for the consumers. They have been a major player in the big Asian markets for the last few years and could also succeed in other countries such as Nigeria and Kenia in Africa.
Although they officially launched in Bangladesh in April 2015, some of their phones were already available in Bangladeshi market through local brand Walton. Their flagship phones like Primo ZX and Primo X3 were rebranded version of Gionee phones. These phones were quite successful in Bangladesh. In 2015, Gionee got quite a lot of attention from Bangladeshi consumers. But other Chinese brands like Huawei, Oppo, and Xiaomi took over in the next years. Gionee also didn't start any significant marketing campaigns in Bangladesh after their first release. Many customers and potential buyers lost interest in their phones as their social media channels were not responsive to questions and customer complaints. It gives an impression that the Bangladeshi market is not in their primary focus.
This brand is well-known and popular for their affordable price. This is one of their key strategy for success. Especially, in economically developing countries like Bangladesh, there is a huge demand for low budget smartphones with good features for everyday use. So, they may as well become quickly successful in Bangladesh if they can target this market properly and start some major marketing campaigns. But the pupils also want classy service, good quality, and durability of their purchased product. All these need to be balanced to reach success.
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