Tecno, a Chinese brand that is relatively unknown domestically, enjoys high recognition and market share in overseas markets, especially in Africa. This success is largely attributed to the precise positioning and unique business strategies of its founder, Zhu Zhaojiang.

Zhu Zhaojiang, a seasoned industry expert with deep insights into the Chinese mobile phone market, foresaw the enormous potential of the African market as early as 2006. He decisively left his job to establish Transsion Holdings, under which the Tecno brand was created to cater specifically to the needs of the African market. Tecno has consistently adhered to a “localization” strategy in Africa, not only tailoring its product designs to meet the specific needs of African consumers—such as launching dual-SIM phones and developing beauty modes suitable for darker skin tones—but also adopting highly localized marketing strategies like “wall painting” advertisements. These efforts have quickly earned Tecno a good reputation and high recognition in the African market.

The company’s success is also due to its unwavering commitment to local operations, establishing numerous stores across various commercial areas in African cities, including localized after-sales service and logistics systems. This makes it difficult for new entrants to compete. In terms of product pricing, Tecno has always adhered to the principle of “making it as affordable as possible while ensuring usability,” accurately capturing the market characteristic of generally low consumer spending power in Africa, further solidifying its leading position in the African market.

Tecno’s journey is filled with challenges and opportunities, and its rise and success are a compelling brand growth story.

In 2006, Tecno’s parent company, Transsion Holdings, was founded by Zhu Zhaojiang. He recognized the enormous potential of the African market and decisively left his job to launch the Tecno brand.

In 2007, Transsion introduced its first product in Africa—the Tecno T780. This phone’s main feature was dual-SIM capability, which quickly found success in the African market.

In June 2008, Transsion established its first branch in Nigeria, marking the beginning of its comprehensive expansion into the African market. Since then, Tecno’s influence in Africa has gradually increased, and its products have been well-received by African consumers.

In 2015, Tecno began expanding into more emerging markets, including Indonesia, India, and the Middle East. Meanwhile, Tecno’s annual shipment volume exceeded 50 million units.

In 2016, Tecno entered markets such as Pakistan and Bangladesh, achieving significant success. By 2022, Tecno’s market share in Pakistan’s smartphone market had exceeded 40%, and it also held the top market share in Bangladesh.

In 2022, Tecno achieved a revenue of 46.4 billion yuan, with mobile phone shipments reaching 156 million units. In the African smartphone market, Tecno has become the undisputed leader, with a market share exceeding 40%.

Throughout Tecno’s development, we can see how a brand can continuously adapt to market changes and achieve self-transcendence through unique strategies. Each milestone is a testament to Tecno’s growth and a solid foundation for its greater success in the global market.

Tecno’s corporate culture can be summarized in four words: “co-creation and sharing.” The company consistently advocates for symbiotic relationships with its partners, sharing the success of market development. This collaborative philosophy has enabled Tecno to rapidly expand in overseas markets, with its products successfully entering emerging markets such as Indonesia, India, and the Middle East.

While Tecno faces opportunities, it also encounters potential risks, such as intensified market competition and challenges related to cultural differences and consumer habits in emerging markets. However, I firmly believe that as long as Tecno continues to adhere to its “localization” strategy, innovate continuously, and actively explore new markets, it will achieve even greater success in the global market.