Gionee of China is the fast emerging smartphone brand in India. During Gionee Elife S5.5 grand launch event in Goa on 31st March, Gionee has declared quite confidently that they have a target to become number one brand in India and number fifth brand globally in another five years.This appear to be quite tall order on the face value, keeping in view of the fact that curently, they have market share of just 2% in India market. But this conviction is not without substance. According to Gionee, they have sold 24 million handsets globally and their ranking is no. 10 mobile phone manufacturers in the world in terms of the volumes.Gionee India, which started operations approximately one year ago, has been able to achieve sales turnover of Rs. 500 crores in one year. They are now targetting to clock sales figure of Rs. 2500 to Rs. 3500 crores in the coming year.
Can they achieve the above sales target? To get the first hand impressions of gist of their journey so far and the experiences of their distributors and retailers, I had the opportunity to speak with some of them from all over the country, who were invited to attend the lavicious launch party in Goa. I had spoken to their distributors/retailers loacted in Haryana, Punjab,UP, Delhi, Megahalya,South India etc,. All of them told them they are getting good response to Gionee handsets and surprisingly people are now asking them that they want to buy Gionee smartphone. Further, the customers are not bothered about that this is a Chinese smratphone and they are satisfied with their build quality and its performance. Made in China tag is no more a hindrance now to sell Gionee smartphones. Surprisingly, their latest hig-end smartphones like Elife E7 and its earlier versions are also selling in good numbers. According to Gionee, they are selling now approximately 6000 handsets daily in India. Moreover, the rate of failure of Gionee smartphones is negligible and in the event of any complaint issue, the same is addressed with strong service network across the country.
The other important reasons of success of Gionee in India is that they care a lot for their distributors and retailers. They are treating them like a big family and listen to all of them. Their partners are at liberty to call the senior most person of Gionee India if they face any sort of problem be it distribution or service issue. This gives lot of confidence to the sellers that they are in safe hands and they sell the products with more vigour and enthusiasm.
Gionee has ambitious plans for India and are now giving lot of importance to this market. They have set a budget of Rs. 150 crores for this year for brand promotion and want to give stiff challenge to market leaders like Samsung in the coming years. As far as Indian handsets companies are concerned, they will also face the heat from Gionee. But Gionee has a huge plus point that they have their own manufacturing facility in China, whereas the majority of Indian companies are getting their handsets manufactured from China under OEM arrangement.
The coming months will be quite exciting in India when Gionee will escalate its presence in India with the arrival of ELife S5.5, which is the world’s slimmest smartphone and with many more smartphones to be launched in India in year 2014.