Translation Tuesday: Tecno, the Chinese Cellphone Manufacturer That Only Does Business in Africa

By Laiyin Yuan

Author: Li Kunkun
Translator: Laiyin Yuan
Published on: 07/18/2014
Source: African Business Insider
Original text (in Chinese): http://www.abitimes.com/portal.php?mod=view&aid=139

This is a story about a “unique” Chinese cellphone manufacturer that is obscure in China, but not so low-profile in Africa. As popular as Samsung or Nokia are among African consumers, Chinese brand Tecno is equally popular and it represents the strength of Chinese companies in regards to localization, brand building, and distribution-channel expansion. How can a Chinese company only do business in Africa, and how was Tecno so successful? Maybe this report can provide some answers.
- Laiyin Yuan (translator)

Last month, one of my British friends, Emma, wanted to buy a cellphone in Lira, a town in northern Uganda, to replace the Nokia phone she brought with her from England. While we were chatting, she asked me about the brand Tecno: “I saw Tecno phones in many Lira stores, and I heard that it was a Chinese brand. You must have heard of it.” However, the truth is I have never came across this brand before coming to Africa. When I told her that Tecno phones are never actually sold in China, Emma was very surprised: “I thought Tecno was a popular brand in China!”