Infinix Challenger! LEAGOO Enters Nigeria on Jumia

The mobile market in recent years has witnessed quite a few emerging phone makers entered
the rising African market. One of them is LEAGOO Global, a Hong Kong-based leading export
brand. Established in 2014, LEAGOO now has a presence in more than 40 countries globally.
Recently LEAGOO has marked its entry into the booming African e-commerce market and
launched its official online store on the largest local online retailer -- Jumia. In collaboration with
Jumia, LEAGOO plans to provide diversified smartphones with interesting specs to fit local users
needs.

Infinix Mobile, the dominating smartphone brand in Africa, is still ruling the African smartphone
market. But with a number of emerging phone brands like LEAGOO entering the market recently,
local consumers can have a wider array of smartphones to choose from.

For Infinix, its business model in Africa combines both online shops and third-party physical
retailers. LEAGOO, however, focuses on the e-commerce only, making available its devices on
online platforms such as Jumia in Nigeria. The e-commerce sales strategy can help keep prices
down by eliminating costs of operating bricks & mortar stores. Cutting out middlemen from the
distribution chain has also reduced the threat of counterfeiting its products.

Regarding customer service, Infinix’s third-party service brand – Carlcare has recently caused a
great number of customer complaints around the world, e.g. charging extra repair fees, long
repair time (normally 15 working days) and even repair frauds! LEAGOO has also established its
own global service brand – LEAGOO Care. But unlike Infinix, LEAGOO claims its local service
centers can repair phones within much shorter time (normally 3-7 working days) and provide
more professional customer experience because LEAGOO service centers are run by LEAGOO
official, not a third-party agent.

LEAGOO targets young consumers aged between 18 to 35 who have rational consumptions and
take customer supports seriously. By providing them high-tech handsets with the most available
budgets, LEAGOO appeals to the youth with features such as a long-lasting battery, big and high-
resolution display screens, dual-SIM capacity, as well as a variety of colours to choose from.
What’s more, with LEAGOO Care service support, customers can always have their LEAGOO
phones repaired in local place with fast and professional after-service experience.

By recent entry into the Nigerian e-commerce market on Jumia, LEAGOO clearly decides to
challenge its Infinix counterpart upfront. With high specification devices at affordable prices and
professional customer service system, will LEAGOO be a capable competitor to shake the
foundation of Infinix in Africa? Let’s wait and see.

Buy LEAGOO S8（18:9 Full-screen smartphone）on Jumia Here

Buy LEAGOO KIICAA Power (4000mAh budget killer) on Jumia:

Do you think Leagoo will be a threat to the likes of Infinix and Tecno which are already established in the country?