China's Transsion Maintains Dominance in Africa Smartphone Market
TLDR
- Transsion, the Chinese smartphone maker behind Tecno, Infinix, and Itel, solidified its dominance in Africa and expanded globally in 2024
- Holding 50% of the African market, the company exported over 106 million smartphones worldwide
- This 15% growth placed Transsion fourth globally, surpassing Oppo and trailing Apple, Samsung, and Xiaomi
Transsion, the Chinese smartphone maker behind Tecno, Infinix, and Itel, solidified its dominance in Africa and expanded globally in 2024. Holding 50% of the African market, the company exported over 106 million smartphones worldwide, according to a February report by Canalys. This 15% growth placed Transsion fourth globally, surpassing Oppo and trailing Apple, Samsung, and Xiaomi.
In Africa, Transsion led the market with 9.3 million units sold in Q3 2024, driven by Itel’s 34% growth and strong sales from Infinix and Tecno. Egypt emerged as the region’s top market, recording a 34% increase in smartphone sales, fueled by localized production that cut import costs.
Meanwhile, Morocco saw a 24% decline due to tax hikes. Beyond Africa, Transsion ranked third in Southeast Asia with 16% market share, tying with Xiaomi. In Q4 2024, it led smartphone shipments in the region, supported by new product launches and distribution expansion.
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Key Takeaways
Transsion’s success highlights its strategic focus on affordability, local production, and distribution network expansion. The company’s dominance in Africa is built on budget-friendly models tailored for emerging markets, where price sensitivity remains high. Egypt’s shift to localized production reflects a broader trend in reducing import reliance. This strategy not only cuts costs but also strengthens supply chain resilience. The move could serve as a model for other African nations aiming to build local manufacturing capabilities. Globally, Transsion’s rise suggests increasing competition in mid-to-low-end smartphone segments. Its ability to outpace Oppo underscores shifting consumer preferences in emerging markets. Despite a decline in revenue from €7.1 billion in 2022 to nearly €6 billion in 2023, its shipment growth indicates sustained demand. The coming year will test whether Transsion can maintain momentum amid economic uncertainties and evolving market dynamics.
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