585Who would have thought that a mobile phone brand originating from Africa is capturing the hearts of young people in the Philippines at an astonishing speed—it is the Infinix mobile phone brand.
Today, let’s take a look at how this mobile phone brand has carved out a path in the fiercely competitive mobile phone market in just a few years, making global users eager to buy!
From Africa’s “King of Phones” to Global Bestseller
Infinix is a mobile phone brand under China’s Transsion Holdings, and has always focused on meeting the needs of users in emerging markets.
Since 2013, Transsion Holdings noticed that the smartphone penetration rate in Africa and Southeast Asia was low, but the potential demand was rapidly growing. Based on this, the Infinix mobile phone brand “came into being.”
Its phones feature high cost performance, long battery life, and strong signal coverage. After launch, it quickly built a reputation in the African market and was even called the “King of Phones.”
Transsion adheres to the concept of “localized innovation,” launching “customized” features for users in different regions.
It is precisely this strategy of being close to users’ lives that has enabled the Infinix mobile phone brand to stand out in multiple emerging markets and quickly establish a solid user base.
To get closer to young consumers, the Infinix mobile phone brand later turned its attention to social platforms such as TikTok.
Opening Up the Youth Market: Social Platforms as the Key
The Infinix mobile phone brand has a unique approach to social media, currently owning 15 official accounts on TikTok, where young people gather.
Among them, the @infinixphilippines account stands out, with 1.7 million followers and 4.6 million likes. This account is mainly used to release new product showcases, reviews, and some interesting interactive challenge videos. The content is youthful and the style is relaxed, attracting a lot of user attention.
For example, a battery life test video released by this account showcased the “super long standby” selling point, gaining a large number of views. Many TikTok users liked and commented, and the comment section was flooded with “real reviews.”
@infinixphilippines TikTok account homepage. Image source: TikTok
As the TikTok account grows, sales in the Infinix TikTok shop have also started to increase, successfully topping the Philippines TikTok shop hot list for the last week of October (October 21 to October 27), with weekly sales reaching 9,300 orders and sales exceeding $1.1 million, about 7.89 million RMB.
Currently, the Infinix mobile phone brand has 210 products for sale, and has cooperated with 64 influencers to release 190 product promotion videos. Among the hot-selling products, “Infinix Smart 9” ranks first with sales of 40,000 units and sales exceeding $2.31 million. In addition, accessories such as tempered glass screen protectors and phone cases are also popular on TikTok, achieving good sales.
Image source: Dida Dog
Showcasing Real Experiences: Content “Wins Fans”
In addition to TikTok, the Infinix mobile phone brand has also established a multi-dimensional content matrix on other mainstream platforms, winning many fans with distinctive content and real user experiences.
On YouTube, Infinix mainly publishes unboxing and review videos, and currently has 196,000 subscribers.
Infinix mobile phone brand’s YouTube homepage
On Instagram, the account mainly features beautiful product photos and practical scenario displays. So far, it has updated 1,454 posts and has 172,000 followers. Although this is less than its TikTok followers, it is still doing well and is liked by many overseas users.
Infinix mobile phone brand’s Instagram homepage
On the overseas social media platform X, the Infinix account has 24,000 followers, and the updated content mainly includes brand news, event information, and product updates, also reaching some specific users and maintaining exposure for the Infinix mobile phone brand.
Infinix mobile phone brand’s X homepage
As for Facebook, the Infinix brand account has as many as 14.7 million followers, far more than its 1.7 million TikTok followers, showing that the account operation is very successful.
The brand’s Facebook content is also in the form of videos and images, mainly showing users how its products are used in daily and professional scenarios. Judging from the results, it has attracted a large number of overseas netizens’ attention and has been very successful, making it well worth learning from for Chinese companies going global.
Infinix mobile phone brand’s Facebook homepage
Independent Website + Amazon Dual Strategy
While expanding its reputation through overseas social platforms, the Infinix mobile phone brand has also laid out other channels.
1. Building an Independent Website
The Infinix mobile phone brand has made several arrangements on its independent website:
1. Set up a detailed product introduction module, covering multi-dimensional displays from configuration to design;
2. Added online customer service contact function, making it convenient for users to directly inquire about product details;
3. Supports multi-language versions, making the experience more friendly for users from different countries;
Such detailed settings allow the Infinix mobile phone brand to reach a wide range of overseas users more effectively through its independent website.
2. Amazon Strategy
On Amazon, the Infinix mobile phone brand’s strategy also has highlights.
1. The page design is simple and clear, with product ratings and user reviews placed in prominent positions, making it easy for buyers to see at a glance and providing a smooth shopping experience;
2. Integrated Amazon’s global logistics system and set up delivery information for each region, making it convenient for buyers to understand logistics timeliness and coverage before placing an order, which is a big plus for service.
Expanding African and Southeast Asian Markets
The Infinix mobile phone brand has quickly emerged in the global smartphone market not only because of its price advantage and marketing strategy, but also its outstanding localization strategy. For example, in Africa and Southeast Asia, Infinix deeply explores user needs and customizes models with features that better fit local lifestyles for each market.
In the African market, users have a high demand for signal coverage, so Infinix launched models supporting multi-band signals, allowing users to maintain smooth network connections everywhere. Durable design, affordable price, and these practical features have made Infinix gradually become an “old friend” to African users.
Meanwhile, Infinix has also accumulated a good brand reputation in Africa by participating in local public welfare activities such as education and employment support.
In the Southeast Asian market, Infinix pays more attention to enhancing users’ photography experience. Young people in Southeast Asia love sharing and socializing, so Infinix designed colorful models and launched more powerful camera functions, making shooting easier and visual expression stronger.
This design that fits users’ lifestyles has won recognition from young users in Southeast Asia, enabling Infinix to quickly gain market share and consumer favor in both regions.
Image source: Techpoint Africa
In today’s increasingly fierce global market competition, the success of the Infinix mobile phone brand undoubtedly provides a new idea for Chinese brands going global, that is,compared to the traditional price war, precise targeting and localized innovation are more worthy of attention, so that products not only “go out,” but also achieve good results.
Looking at the domestic market, perhaps this is the direction for Chinese products to go global in the future:
Win trust with quality, win overseas markets with localization!
