ZTE for the first time surpassed Apple in sales in Russia
In August 2016, ZTE took 9.4% of the Russian smartphone market in units, in sales ahead of Apple, according to “Vedomosti” with reference to the report “Coherent”. According to the publication, ZTE share in the Russian market of smartphones for the first time exceeded the share of the iPhone maker.
ZTE pushed Apple into third place in number of sold in Russia smartphones. The latter’s share in the Russian market is 9.1%. Leader in August 2016 remained Samsung, which increased its share in comparison with July by 1.4 PP to 24.2% of the market.
Third in number of units sold in Russia smartphones ZTE was recently – at the turn of the II and III quarters of 2016 it has outsold the other Chinese manufacturer, Lenovo.
To increase the market share of ZTE helped effective advertising campaigns in the summer of 2016, the manufacturer has conducted together with our partners-retailers and “a Megaphone,” says sales Director of ZTE in Russia and the CIS Evgeny Ladygin. According to him, ZTE does not increase share at the expense of Apple, and thronging in Russia, other Chinese manufacturers. The presence of ZTE’s own production allows to adapt the model range for the Russian market. Correct positioning, getting in the right price segments for longer than the competitors, the lifetime of the ZTE models on the market, said Ladygin.
In August 2016, the share of Lenovo in the Russian market for the year decreased by 4.9 percentage points, while the share of ZTE rose by 5.3 PP the Lenovo Representative declined to comment. The declining market share could be a result of buy Lenovo in 2015 Motorola, assumed earlier, a source close to Lenovo. The range of new devices from Lenovo and Motorola is still small, hence the low demand for these products. But with the release of new models by the end of 2016 the situation may change, he warns.
As for Apple, it is worth considering that August is a traditional time of the lull in iPhone sales before the autumn sales of the new model stores are empty and on the market there is a shortage of Apple’s smartphone, says an employee of a partner of several retailers.
Access to second place ZTE owes a good model range, the advent of Federal on the shelves of retailers and competent marketing strategy, gave the Director of the Department of procurement “Euroset” Alexey Shirokov. He believes that ZTE has pressed all the players in the market, taking a share of sales including Samsung.
In the salons of MegaFon in August 2016 smartphones ZTE was the leader in sales, said the representative Julia Dorokhin. In the first half of 2016 bestsellers were smartphones, Micromax and ZTE. One of the most popular smartphones in the “Connected” – ZTE Blade X3, adds Tikhonov.
Previously, ZTE said that the company’s success in the future lies in the field of smartphones upper price segment. In an interview with Reuters, Executive Vice-President Zeng Sujon noted that in the near future the perception of the brand ZTE is not worse than Apple.