Konga.Com, The Brand Building Force Behind Infinix Success In Nigeria


Nigeria has been purported to be one of the fastest growing economies in the world and today foreign investors and businesses are increasingly focusing on Africa’s most populous country. One company that is forging a success story in Nigeria is leading Chinese smartphone manufacturers – Infinix mobility. What is interesting about the success model for this company is that it has been built on a long term partnership with Nigerian ecommerce company, Konga.com.

Entering into Nigeria’s market, Infinix Mobility exclusively adopted Konga.com’s ecommerce platform for the introduction of its first flagship device, the Infinix Zero. The unprecedented but very ingenious move saw Infinix enjoy record growth from Konga’s widespread reach and penetration across Nigeria. Konga capably rose to the task of building popularity and preference for the Infinix Zero with strategic marketing campaigns and support and within the first few weeks of the device launch, Konga.com recorded over 100,000 units of the devices sold.

Since then, Infinix continues to reapply this winning model, retaining Konga as its exclusive partner for the launch of their devices. According to Bruno Li, Country Manager for Infinix Nigeria, “With the heights we seek to take the Infinix brand to in Nigeria, it was clear that Konga is one company that would get us there”. In November 2014, Infinix launched another device on Konga.com; Infinix Hot X507. Unsurprisingly, the outstanding success was replicated. Today, on the back of innovative marketing and positioning led by Konga.com, Infinix has now grown to be one of the top selling mobile devices in Nigeria.

According to Konga’s Marketing Vice President, Gabriel Gab-Umoden; “Konga is happy to be a part of this incredible success story. We bring to the fore the importance of local content in reaching customers. Our marketing and sales strategy is predicated on Konga’s deep understanding of the Nigerian consumers and the best ways to reach them with the right value proposition in terms of competitive pricing and with excellent service delivery. We also commend Infinix for delivering top value in the mobile phone category. They have been instrumental in driving up smartphone and android penetration up in just a few months”.

Konga’s successes with introducing and building brands is pretty extensive. Some other brands in Nigeria today that are very well known and respected in the Nigerian market following joint launches with Konga.com include Polystar, Lenovo, BlackBerry, Huawei, Gionee, Fly, Skyworth, Saisho.

According to Infinix Country Manager Mr. Li, “Infinix is set to launch the highly anticipated Infinix Zero 2 phone on Konga, this May”.  Click here to be one of the first to own the device exclusive to Konga.com.

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