ZTE-related mobile brand nubia has declared 2024 as its breakthrough year in the Philippines, celebrating a staggering 300% increase in sales. The company attributes this success to strategic marketing, an expanded product line targeting diverse market segments, and its commitment to offering affordable yet high-quality smartphones.
Speaking at a Thanksgiving Party for the media yesterday, Gavin Lian, General Manager for Terminals, ZTE Philippines, expressed gratitude to media partners, influencers and the broader community who gathered during the event for their support. “Your incredible contributions have made this achievement possible,” he said while emphasizing how nubia’s core values of connectivity and trust have resonated strongly with the Filipino market.
“We listened to the market and developed specialized products for different lifestyles. This is why we were successful,” explained Lian, adding that nubia’s emphasis on offering premium features at a competitive price range has made its products particularly appealing to budget-conscious consumers.
“We started business in the Philippines last year but it was just to prepare everything. So, you can say 2024 is really our first year and if before we were an unknown brand, we are happy to share that now, we have lots of fans on Facebook, TikTok, and various other forms of social media. A lot of customers are now looking for us online,” he added.
Photo shows Gavin Lian (3rd from left) together with other executives of nubia during the launch of the company’s first concept store in the Philippines in 2023.
For her part, Paula May Palo, PR Manager of ZTE, stated: “nubia is a very special phone, and we want to cater to different audiences. That’s just how the brand is: we want to cater to camera enthusiasts, we want to cater to the gaming community, music lovers, those who want to be content creators, and those who are simply looking for affordable but high-tech phones.”
Marketing for All: nubia’s multi-segment approach
A key driver of nubia’s success has been its targeted marketing strategies, which catered to specific consumer groups, including music lovers, content creators, and gamers. The brand’s flagship products, such as the nubia Music, nubia Focus Pro, and nubia Neo 2, were designed to meet these distinct needs.
- nubia Music is a feature-packed smartphone device that offers an immersive music experience, and is equipped with up-to-date specifications to deliver better performance and efficiency. Designed to be a music player with a vinyl record player-inspired look, it is focused on delivering superior quality with enhanced audio thanks to its high-quality speaker, dual 3.5 mm earphone jacks, and a breathing light effect that changes with the music.
- nubia Focus Pro is a smartphone with a NeoTurbo performance engine that uses AI to optimize performance. It also has a 6000 mAh battery, 33 W fast charging, and dual stereo speakers with DTS:X Ultra. Its advanced camera features easily satisfy the needs of photography enthusiasts.
- nubia Neo 2 is a smartphone with a 6.6-inch FHD+ screen and a 90.5% screen-to-body ratio. Its dedicated gaming triggers and performance-boosting technology easily appeal to gamers.
According to its website, nubia aims to bring high-end innovative smartphones to adventurous users who want to pursue new experiences and an enhanced quality of life. Founded in October 2012, the brand has continued to elevate lifestyles by encouraging users to pursue their dreams and new passions, hence their tagline “Be yourself.”
Tackling fake products with government collaboration
Despite its success, nubia is aware of the challenges posed by counterfeit mobile phones in the market. According to Lian, many provinces and urban hubs in the Philippines are now flooded with fake devices that are being sold under reputable brand names — including nubia.
“These counterfeit phones, often priced below PHP 3,000, are misleading consumers and are potentially undermining trust in genuine brands,” shared Lian.
To address the issue, the brand has partnered with the Department of Information and Communications Technology (DICT) and the National Telecommunications Commission (NTC). This collaboration aims to raise awareness and crack down on the proliferation of fake phones. “We aim to provide quality and affordable alternatives, ensuring Filipinos don’t fall victim to counterfeit products,” Lian further stated.
Looking ahead to 2025
Building on this year’s success, nubia has ambitious plans for 2025. The company is set to enhance its product lineup, focusing on the gaming community with the release of nubia Neo 3, a next-generation gaming phone.
The Neo 3 will feature significant upgrades, including faster charging, RGB lighting, and an advanced cooling system, all while maintaining an accessible price point.
Additionally, the company will launch nubia Music 2, boasting louder and more refined speakers, and expand its offerings of low-cost smartphones under the ZTE brand. Other affordable models, such as the nubia A35 (priced at just PHP 2,899), also aim to serve underprivileged communities, ensuring that quality smartphones are within reach for everyone.
A vision for the future
With bold aspirations for even greater growth in 2025, nubia is poised to redefine consumer experiences by staying both innovative and accessible.
“We are targeting a 400% to 500% increase next year by staying innovative and affordable,” Lian said, highlighting the company’s unwavering commitment to excellence.
nubia’s remarkable success in 2024 showcases its ability to blend cutting-edge technology with affordability, overcoming market challenges to deliver real value. As the company reaches out for new milestones, Filipino consumers can anticipate an exciting lineup of innovative, budget-friendly products from the company that are designed to meet their evolving needs.
“Our mission remains clear: to bring more affordable models to the market and continue empowering our customers with quality products they can trust,” Lian concluded.
The future is bright, and nubia is ready to lead the way.