Against the backdrop of the ever-evolving global technology landscape, Transsion Holdings has attracted attention for its unique growth path. From the beginning of the era of feature phones, to the leading position in the African market in the field of smartphones, its brands such as TECNO, Itel, Infinix, etc. are household names in Africa, once achieving a market share of as high as 50.5%, firmly sitting on the throne of "the king of African mobile phones". Now, Transsion has set its sights on the electric two-wheeler track, and plans to open up a second growth curve in emerging markets such as Africa and South Asia. Whether this cross-border initiative can continue its glory in the mobile phone market has become the focus of attention in the industry. China Exportsemi will analyze its prospects from multiple directions, can the "king of African two-wheeled electric vehicles" replicate the success of the previous round?
Ⅰ. The successful path of mobile phone business: two-wheel drive of product power and localization
Transsion Holdings' rise in the mobile phone business is inseparable from a deep understanding of user needs in developing markets and precise design of product functions. In Africa and other regions, infrastructure construction is lagging behind, and problems such as network instability and insufficient power supply are widespread. TRANSSION effectively solves these "pain points" through special features such as dual SIM dual standby, large battery, and high volume. For example, the TECNO Spark 9 series with a 6,000mAh battery can support users for long standby hours and high-frequency use, greatly improving the user experience.
In addition, in terms of camera optimization, Transsion adjusted the image algorithm according to the skin tone characteristics of African users, significantly improving the photo effect in low-light environments, which is in line with the strong preference of local social culture for selfies and sharing. This targeted R&D strategy enhances the brand's user stickiness and market competitiveness.
In terms of operation model, Transsion attaches great importance to localized layout. Its self-built after-sales brand, Carlcare, covers 42 countries and has more than 1,800 service outlets, providing users with services such as maintenance, parts replacement, and system upgrades. For example, in Lagos, Nigeria, the Carlcare Centre not only provides repairs, but also integrates user experience, product demonstration, and service training to improve user satisfaction. At the same time, TRANSSION has also cooperated with mainstream African telecom operators such as MTN and Airtel to integrate resources through customized packages and pre-installed applications to enhance terminal sales and brand influence.
Picture: From the king of mobile phones in Africa to the king of two-wheeled electric vehicles? Can Transsion replicate the miracle again?
Ⅱ. The new battlefield of electric two-wheelers: Transsion's road to re-entrepreneurship
As the wave of green mobility sweeps the world, electric two-wheelers are gradually becoming a new choice for urban transportation in developing countries. Transsion Holdings took advantage of the trend and set up a mobility business department to quickly enter the track. According to IT House, it is laying out electric vehicle business in many countries in Africa and South Asia, involving product research and development, market operation, sales channels, after-sales service and other links.
At present, Transsion has launched the electric vehicle brand "Revoo", focusing on cost-effective product lines for Côte d'Ivoire, Nigeria, Tanzania and other countries, including the electric motorcycle A12, electric three-wheeled C32 and scooter A11. Among them, the A11 electric scooter has been sold in Pakistan, with a maximum speed of 45 km/h, a range of 80 km, and a price of about 3,900 yuan, which has a certain market attractiveness.
The African market has great potential. According to Global Info Research, the African electric two-wheeler market has reached $1.055 billion in 2023 and is expected to increase to $2.037 billion in 2030, with a compound annual growth rate of 9.18%. The governments of Nigeria, Kenya and other countries have successively introduced incentive policies for electric vehicles, such as exemption from import tariffs and subsidies for car purchases, which have created a favorable policy environment for Transsion.
In addition, the Indian market should not be overlooked. According to data released by the Indian Automobile Manufacturers Association (SIAM), sales of electric two-wheelers in India reached 1.5 million units in 2023 and are expected to exceed 5 million units by 2025. Transsion has previously established a complete mobile phone sales and service network in India, providing its electric vehicle business with natural channel advantages and brand extension space.
Ⅲ. Challenges and countermeasures: the key elements of recreating miracles
Despite Transsion's first-mover advantages such as brand influence, channel resources, and localization experience, the complexity of the electric two-wheeler segment is much higher than that of smartphones, and its successful transformation is not an easy task.
1. Technical barriers: the leap from consumer electronics to transportation
The core technology of electric vehicles involves batteries, motors, and electronic control systems, of which battery performance is the most critical factor. At present, some models sold by Transsion in Africa are still dominated by lead-acid batteries, which have limited range, life and charging efficiency. To this end, Transsion is increasing its investment in the research and development of lithium battery products, and seeks to cooperate with leading battery companies such as CATL to explore solutions for fast charging and long battery life. It is not enough to improve the technical parameters, but also to adapt to the extreme use environment in Africa such as high temperature and high humidity to ensure product safety and durability.
2. Market competition: traditional brands and emerging players are caught between each other
The electric two-wheeler market in Africa is still in its early days, but competition is intensifying. Japan's Honda, Yamaha and other traditional motorcycle manufacturers have long occupied the minds of users; Chinese electric vehicle brands such as Maverick Electric and Nine Company have also begun to lay out. Compared with these manufacturers with deep technology accumulation, TRANSSION must highlight the cost-effective advantages in product positioning, and develop differentiated products such as electric tricycles according to local road conditions and transportation needs, so as to strengthen the ability to adapt to scenarios.
3. The supply chain and local manufacturing capabilities need to be improved
At present, Transsion mostly operates its electric vehicle business in a made-in-China re-export model, which has high logistics costs and unstable supply cycles. To improve the situation, Transsion has set up an assembly plant in India and plans to set up an assembly line in Africa to promote the local procurement of key components to improve delivery efficiency and reduce tax and cost pressures.
4. The construction of after-sales system lags behind the expansion of sales network
After-sales service is the core link that affects the experience of using electric vehicles. At present, Transsion's Carlcare service system still mainly serves the mobile phone business, and the coverage is difficult to fully meet the after-sales needs of electric vehicles. In the future, it is necessary to further set up special electric vehicle maintenance outlets in core markets, build spare parts storage centers, and improve response speed through online and offline linkage. For example, mobile maintenance services, remote diagnosis systems and other technical means can be introduced to improve after-sales efficiency, enhance user satisfaction and brand loyalty.
Ⅳ. Conclusion: Can the experience of mobile phones be replicated in electric vehicles?
From being the "king of mobile phones in Africa" to entering the electric two-wheeler market, Transsion Holdings is undergoing an important strategic transformation. Its channel operation, localization capabilities and brand influence accumulated in the mobile phone business provide a good foundation for new business. However, as a durable consumer product, electric two-wheeled vehicles have a slower pace of market operation, a longer life cycle, and higher user service requirements, which is far from a simple "copy".
In the future, the key to whether Transsion Holdings can break through in this field lies in whether it can continue to extend the logic of "deep local cultivation + technological breakthroughs". If it can continue to invest and make breakthroughs in product differentiation, battery technology, supply chain collaboration, and service system construction, it may be possible to replicate the successful trajectory of the mobile phone business in markets such as Africa and South Asia, and become an important force in the global electric two-wheeler market. For this company, which has created a market miracle in Africa, a new round of miracles is on the way.
