Case Study: Gionee Smathphones: Its growth and Marketing


Gionee Communication Equipment Co. Ltd was founded in 2002. It is a Chinese smartphone manufacturing company based in Shenzhen, Guangdong. It is one of the biggest smartphones manufacturing company in China. Gionee is also expanding their wings in other countries like India, Myanmar, Taiwan, Bangladesh, Vietnam etc.

Products By Gionee:

Smartphones: Gionee’s main focus is on the smartphone market. Gionee is known for the innovations in its smartphones. Gionee has a big range of smartphones according to consumers budget and preferences. Gionee is popular for providing high-end features in their budget smartphone. Gionee has categorised their smartphones with Series name, there are five different series from Gionee. Its flagship phone comes in A series of Gionee smartphones. Then comes S series, Marathon, Fseries. You can always find the best-suited smartphone for your needs in all these series of Gionee smartphones.

Recently Gionee introduced its first VR ready smartphone named as Gionee S6 Pro.

Featured Phone: Gionee is also manufacturing the featured phones keeping in mind the requirement of the different class of people. Gionee’s feature phones like S96, L800 and L700 are very good looking and comes in the small budget of the 2K-3K price range.

Accessories: Gionee also manufactures mobile phone accessories suitable for Gionee smartphone and also other smartphones in the market. You can buy original Gionee batteries, Chargers and Earphones from Gionee’s official website and other smartphone vendors.

Gionee in India:

Gionee has started its journey in India in February 2013 and has gone from strength to strength after that. Gionee has rapidly started to expand its reach to Indian Consumers by opening brand stores and service centres across the country. In August of 2016 Gionee introduced their plan to start manufacturing smartphones in India and introduces their first Made in India smartphone named as Gionee F103. The model was manufactured in Foxxconn plant in Siricity, Andhra Pradesh.

Gionee among with other Chinese smartphones manufacturers like Oppo, Vivo, Xiaomi etc has taken up more than 50% of smartphone market in India. While the brand has taken up position between No.2 to No. 5, Gionee is still looking for its target audience in India. Gionee has 6% of market share of smartphones in India and looking to double the share in this financial year.

Read the full case study on Oppo and its market share in India.

Marketing and Branding:

While Gionee’s main focus is on digital marketing when it comes to the brand endorsement but the company is also making its mark in print media and TV advertisements. They have recently hired most favourite Indian cricketer and captain of Indian cricket team Virat Kohli to endorse their latest smartphone A1.

The company has also hired actress Alia Bhatt for the endorsements of their Selfie phones.




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