In addition to the US market, how to open up a trillion business empire
The Trump administration, which is accustomed to changing orders, once again offered a new tariff deal, which undoubtedly brought new variables to the global economic pattern.
At 1:00 PM Eastern time on April 9, 2025, Trump announced in a public speech that he would suspend the implementation of differentiated high tariffs on one-third of the United States’ trading partners. For the next 90 days, all U.S. trading partners except China will face the same 10 percent baseline tariff. However, in a turn of events, Trump specifically stressed that the tariffs on China would be further increased to 125 percent. The news immediately triggered widespread concern and hot discussion around the world, and the Sino-US trade war continued to heat up, bringing greater uncertainty to the global economy.
As an important part of the global consumer market, the United States has long occupied a pivotal position in the international trade map, and has always been an important export destination for Chinese goods. However, the Trump administration, which now holds high the banner of “Make America Great Again”, naively and crudely believes that Chinese manufacturing and Chinese exports are the root cause of the hollow industry and economic decline in the United States. This one-sided view not only ignores the fact that countries are economically interdependent in the context of globalization, but also ignores the problem of the economic structure of the United States itself.
The Trump administration’s high tariff stick not only disturbs the global economic and trade pattern, but also disrupts the familiar course of overseas enterprises. In the face of this change, finding the next relatively stable offshore market has become an urgent concern for all offshore enterprises. As Tu Xinquan, dean of the China Institute of WTO Studies at the University of International Business and Economics, said: “The good places for Chinese enterprises to invest are mainly developing countries, but also some relatively backward countries in developed regions, such as Hungary, the Czech Republic and Poland in Central and Eastern Europe. Because China’s current industrial transfer is mainly manufacturing, and these countries are relatively good conditions to develop manufacturing.”
Among China’s overseas brands, Transsion is a legendary brand that started in emerging markets and eventually grew into a mysterious unicorn. Transsion was founded in Hong Kong in 2006, at a time when the global mobile phone industry was crowded with giants and competition in the mainstream market was almost fierce. However, Transsion did not follow the trend, but took a new path and set its sights on the African continent, which has been ignored by many brands. This decision not only allowed Transsion to avoid fierce market competition, but also laid a solid foundation for its journey in developing countries around the world.
Transsion’s success in the African market is no accident. In the face of the problem of multi-operator and high phone charges in Africa, Transsion has launched dual card, three card and even four card mobile phones, allowing African users to switch freely between several operators without restrictions. This innovative initiative not only meets the actual needs of African users, but also successfully wins over a large number of users. According to data released by market research agency Canalys, in 2024, the annual sales of audio mobile phones in Africa was 37.9 million units, an increase of 10%, and the market share was as high as 51%, far exceeding the second place Samsung’s 19%.
After its success in Africa, Transsion did not stop there, but copied its successful experience to more regions. In 2015, Transsion decided to go deeper into the Southeast and South Asian markets. In Indonesia, Transsion chose a simple and effective approach – using the “capillaries” of offline channels to penetrate every corner. By partnering with small local dealers, Transsion has put its phones in street hardware stores, grocery stores and even motorcycle repair shops. These seemingly insignificant outlets have become the main entrance for township residents to contact smart phones. In order to strengthen brand awareness, Transsion even painted an advertisement in Indonesian on the wall beside the road: “TECNO, the most beautiful phone with photos!” This “grounding gas” tactic soon worked, by 2020, the sales of audio mobile phones in Indonesia has reached 1 million units, and since then it has entered a high-speed growth cycle.
In addition to the Indonesian market, Transsion has also entered India, Bangladesh, Nepal and other countries, forming a South Asia-Southeast Asia linkage layout. In the Indian market, Transsion not only set up its own manufacturing facilities, but also hired a local team to run the operation. Transsion has been gaining market share in the Indian market by introducing products and marketing strategies that meet the needs of local consumers. According to the data, Transsion’s market share in the Indian market has increased to 8.6% in 2023, and local profits have doubled to $25 million.
Transsion’s success does not only rely on the innovation of channels and marketing strategies, but more importantly, its in-depth insight and accurate grasp of product localization. In the African market, Transsion has deeply customized Camera devices for dark-skinned consumers based on the localization needs of Africa, established an industry-level dark-skinned image database, and self-developed core technologies such as dark-skinned face detection and recognition technology and dark-skinned portrait segmentation. These technological innovations not only enhance the competitiveness of Transsion mobile phones in the African market, but also provide strong technical support for its expansion in the global market.
Similarly, in the Southeast Asian market, Transsion has conducted in-depth market research on the needs and preferences of local consumers. In the Indonesian market, for example, Transsion found that local girls took photos with the beauty filter turned to high until their skin tone was almost pale. As a result, Transsion immediately moved to upgrade the algorithm and developed the “Indonesian special version” beauty model. This initiative not only meets the aesthetic needs of local women, but also further enhances the brand influence and market share of Transsion mobile phones in the Indonesian market.
In addition to the demand for affordable mobile phones, Transsion has also seized on the demand for high-end upgrades of smart phones. In 2024, Transsion’s Infinix brand launched a foldable phone for just $699. This is less than half the price of the Samsung Z Fold series, but it uses self-developed hinge technology. In the Malaysian market, Transsion partnered with e-commerce platform Lazada for a limited pre-order, and 5,000 phones sold out in five minutes. This initiative not only demonstrates Transsion’s strength and technological innovation ability in the high-end smartphone market, but also lays a solid foundation for its further expansion in the global market.
However, Transsion’s story doesn’t stop there. It has not only made remarkable achievements in the field of mobile phones, but also actively laid out the ecological closed loop of “mobile phones + accessories + home appliances”. With the creation of Oraimo, a digital accessories brand, and Syinix, a home appliance brand, Transsion has further expanded its reach and influence in emerging markets. Now, this set of “family bucket” has been brought to the Southeast Asian market, and achieved good results.
In order to allow consumers to purchase and use Transsion products at ease, Transsion has also built its own after-sales service system and established the after-sales service brand Carlcare. This initiative not only enhances the brand image and reputation of Transsion in emerging markets, but also provides a strong guarantee for its long-term development in the global market.
The successful experience of Transsion has pointed out a way for later comers: in the corner of the giant’s disdain, there will always be opportunities for change. It proved two things: first, emerging markets are not “dumping grounds for low-end goods”, but blue ocean markets full of opportunity and potential; Second, globalization requires “long-termism”. Only by patiently cultivating channels, integrating supply chains and innovating can we be invincible in the global market.
In the face of the new tariff policy of the Trump administration and the changes in the global economic and trade pattern, overseas enterprises need to have a deeper understanding of the needs and preferences of consumers in emerging markets, actively innovate and layout the ecological closed-loop, establish a sound after-sales service system and adhere to the long-term development concept. Only in this way can we stand out in the fierce market competition and win a broader space for development.