Guan Cha Zhe Wang·2025-08-14 08:17Group 1: Company Strategy and Management Changes - Xiaomi Group has made personnel adjustments in its Africa division, appointing Liu Shequan as the general manager for the Africa region and head of the West Africa battle zone, indicating a strategic acceleration in its African market presence [1][8] - Other key appointments include Zou Chengzong as the East Africa battle zone head, Huang Jinhua as the Kenya country manager, Wu Chunhui as the marketing department head, and Liu Yeqi as the after-sales service department head, all reporting to Liu Shequan [1] Group 2: Market Performance and Growth - Since its entry into the African market in 2019, Xiaomi has established operations in 16 countries, including Egypt, South Africa, Nigeria, Morocco, Algeria, and Kenya, and plans to increase investments in the continent [3] - In 2024, Xiaomi's sales in Africa grew by 38%, with its market share rising to 11%, making it the third-largest smartphone brand in the region, following Transsion and Samsung [3][5] - In Q1 2024, Xiaomi shipped 2.6 million units in Africa, a 32% year-on-year increase, capturing a 13% market share, which poses a competitive threat to Transsion, the market leader [5] Group 3: Competitive Landscape - Transsion, known as the "king of African phones," has faced declining performance, with a 25.45% drop in revenue in Q1 2025, indicating increased market competition [7] - The competitive landscape in Africa is intensifying, with consumers favoring high-cost performance devices, putting pressure on Transsion from Xiaomi and other brands like OPPO and Vivo [5][7] - Xiaomi has reportedly formed a strategic group to specifically target Transsion, suggesting a focused effort to challenge its market position in Africa [8]