Transsion's TECNO Joins Temu Platform, the First Global Official Flagship Store for Smartphones

【Ebrun Original】On January 5th, it was reported that TECNO, a brand under the Transsion Group, has recently joined the cross-border e-commerce platform Temu, becoming the first global official flagship store for smartphones on the platform. The platform has also provided TECNO with the highest level of resource support, including "dominating" resources such as homepage posters and splash screen advertisements, as well as high-value product price subsidies.

The flagship store is named "TECNO MOBILE OFFICIAL STORE" and has currently been launched in sites such as Mexico. Upon entering the store, three models of mobile phones are currently available for sale, with prices ranging from 3700 Mexican pesos to 1500 Mexican pesos (approximately 1550 to 630 RMB).

TECNO, founded in 2013, is a brand under Shenzhen Transsion Holdings Co., Ltd, with business operations in more than 70 countries worldwide. TECNO offers a range of smart products including smartphones, smart wearable devices, laptops, tablets, the HiOS operating system, and smart home products. According to the official website of TECNO, the brand is aimed at the middle-class consumer group in emerging markets.

Currently, Transsion Holdings, the parent company of TECNO, has become one of the important players in the global smartphone market. As of the first quarter of 2023, the company's market share in the global mobile phone market has reached 13.9%, with a smartphone market share of 7.6%. In the African market, the company's smartphone market share exceeded 40% in 2021.

The move by Temu to promote TECNO's entry and strengthen the promotion of specific brands, which has long been focused on a full-channel model, is relatively rare on the platform. This may be a beneficial attempt to enhance consumers' mental positioning of the platform in the direction of branding, after Temu has deeply cultivated the cost-effective market.

Currently, Temu has opened sites in 48 countries worldwide, and its app has also reached the top in multiple countries: it has dominated the United States for 170 days, Canada for 125 days, and Australia for 20 days.