In recent years, with the rapid development of the domestic mobile phone industry, domestic mobile phones have gradually shifted the battlefield from the domestic to the global market. Mobile phone manufacturers not only take into account the domestic market, but also actively develop overseas markets. In 2015, as an emerging market, Southeast Asia provides better opportunities to domestic mobile phone manufacturers than mature markets.
As an emerging market, the demand for middle and low end mobile phones in Southeast Asia market is relatively large. Consumers value the cost performance of mobile phones.
As a domestic brand who has successfully entered the market of Southeast Asia, KXD has exported its mobile phones to Singapore, Malaysia and Indonesia and has achieved very good results there. In 2014, KXD brand, which was launched in Singapore, was welcomed and sold out there.
The development of KXD mobile phones in the Southeast Asian market is very fast. At the end of 2014, it had nearly 100 flagship stores, brand stores and agents in Myanmar. In the first quarter of 2015, promoted by the demand from countries such as Myanmar and Thailand, KXD plans to increase its total smart phone shipments to Southeast Asia by 120%, which adds up to 6 million in 2016. Currently, KXD has more than 40% market share in Myanmar.
The three middle and low end mobile phones introduced in the local market are Soar, Star and SKY. KXD entered the Indonesian market with a very clear goal, that is to become one of the top five player in Indonesia’s mobile phone market within three years. As one of the earliest Chinese brands to enter the international market, KXD mobile phone has achieved good results in European and American countries. This time, it will use the resources and advantages of Indonesian operator TELKSEL to quickly cover the Indonesian market.
In June 2015, KXD mobile phone launched a new type of ultra-thin 4.0+4.5 new model called V5/V6 respectively in the Southeast Asian market. The highlights were the ultra-thin thicknesses that were popular at the time as well as the eye-catching appearance and performance. The company achieved excellent sales in that year, which made it possible for KXD to become a hot brand in Southeast Asia. In 2018,KXD continued to introduce 15 new models, which belong to EL and KXD brands respectively. These models were extremely eye-catching in appearance. In the hardware configuration, it used a 6.0-inch full screen, equipped with a MediaTek 6739 processor, a quad-core CPU of 1.5GHz frequency, CPU uses quad-core which has strong performance and a 3GB RAM for the whole series, while the Y20 is equipped with 16GB/32GB of storage space, providing users with a good storage space. Battery capacity 4100mAh, standard 5V/1A charging head, support dual card dual standby full Netcom and with optional Micro SD card expansion, the interface is a conventional USB, battery is non-removable (part of the products applies removable battery).
The product design follows the previous design style, comfortable not simple. Several of the 15 models were 3GB+64GB. It is without doubt that larger memory versions may be introduced in the future. A variety of products of KXD adopts the design of 2.5D arc glass in the front and design of a full metal paint spray process in the back, which makes a good scrub feel; the camera trim is an aluminum alloy oxidation process, refined and rich in texture and instantly recognizable. All in all, it gives you a smooth touch feeling.
KXD’s latest 15 types of mobile phones adopt capacitive screens with multi-touch points and the screen size varies in 4.0, 4.5, 5.0, 5.5, 5.7, 6.0D inches, etc. The main screen uses LTPS material, with a resolution of 960×480 pixels. At the same time, the screen pixel density is 268ppi. The screen of Y20 also has an extremely narrow border design, which make space for a 70.8% screen.
KXD’s latest mobile phones are equipped with front camera up to 5 million pixels. Rear dual camera with dual-pixel of 13 million pixels +500 million pixels. The camera is equipped with a rear f/2.2 f/2.6 aperture with rich imaging effect to meet the shooting needs of a variety of scenes. It also cover the current popular features: dual camera, face recognition, 18:9 screen, fingerprints, AI beauty shot and super life ability.
At present, domestic mobile phone brands are accelerating the pace of entering Southeast Asia, trying to occupy the Southeast Asian market as soon as possible. Newsijie analysts believe that smart phone manufacturers have great potential for growth due to slow communication and smart phone markets in Southeast Asia. For China’s mobile phone manufacturers, the Southeast Asian market is a piece of cake. KXD will strive to get the largest piece of it.
KXD has been investing a lot in advertising, ranging from written magazines to large-scale advertising light boxes, outdoor large-scale billboards and so on. Zhang Haijun, the CEO of KXD always focuses on investment and products launching.
In the third quarter of 2016, according to the data of GFK, an internationally renowned market research company, KXD’s market share in Vietnam has reached 17.8%, closely after Samsung’s 28.5%. Its market share in Indonesia has reached 10%, closely after Samsung’s 20%. It were ranked fifth in both local markets. Such results took an average of only five years, while Samsung, the king of consumer electronics, has been working hard in these two markets for more than 10 years.
KXD has unique methods and skills in cultural integration. It not only integrates local sales channels, but also are playing a leading role in the local mainstream pop culture.
KXD brand perfectly explained and answered how should a Chinese brand develop globally.
In 2010, when the KXD brand was registered globally, and the Vietnamese thought it was an American brand. Later, the Vietnamese knew it was a Chinese brand but still recognized it because of the effective market promotion of KXD. Consumers are all pragmatists. They don’t have so many national feelings. Good products can be sold everywhere in the world. Businesses should firstly break their own dogmas, convince people from all around the world with good products and services.
There is also an opinion that KXD appears overnight. Absolutely not. It is the accumulated experience in consumer electronics during a long period of time that contributes to KXD’s success. No success is achieved by chance. They have always been committed to making the best Chinese mobile phones. They have prepared for a long time to achieve this dream. The expansion of the entire overseas market are not successful overnight. KXD starts the exploration in Thailand since the end of 2009. In Indonesia it ranked tenth, with a year-on-year growth of 168%. In Malaysia and Thailand, it has the eighth largest market share. Its success is the result of a long period of accumulation. KXD ranks fifth in Southeast Asia in terms of share among Chinese brands. What is more commendable is that as a Chinese brand, it is well integrated into the lives of the local people.
In the future, KXD will continue to develop more brilliant products and make achievements in the mobile phone field.