Navigating the murky waters of business operations in Nigeria especially during and vibrantly doing so after the Coronavirus-induced economic meltdown, major players in the industry sector have been enjoined to be more pro-people in their undertaking while parading innovating programmes to attend to everyone in the business space.
While rating the performance of his brand in the first quarter of 2021 like other sectors of the Nigerian economy, Mr. Habeeb Somoye, Marketing Director, Xiaomi Nigeria, said “It’s of no doubt that COVID-19 was a global threat to the world’s economy. Despite its effect on businesses in Nigeria, we’ve done good considering the growth and acceptability of the brand as the users’ walk-in choice when the need for a smartphone arises. What keeps us in the moving train was the fact that we uphold innovation for everyone and remain a people-centric brand.”
Mr Somoye said despite the wanton impact of the Covid-19 pandemic last year his firm performed excellently well, “Awesome. The brand acceptability has been very progressive and the brand affinity wonderful. We have been able to clip the market-share of previously bigwigs and are becoming a force to be reckoned with.
He gave the impressive performance to “Innovation for everyone strategy. A switch and adaptation of activity performance as well as a strict adherence to the ever-changing policies from government has kept us going.”
Instead of taking a toll on its operations, Mr Somoye said the Covid-19 pandemic economic lockdown impacted “positively. I must say it has given more confidence in the use of the online channel space. Xiaomi was ranked the third rated brand in the world. The birth of Xiaomi Nigeria had contributed to the growth in Africa and global market at large.”
To the dynamic marketer though the pandemic really affected Nigeria and the world in 2020 yet the prospects look good for 2021 fiscal year, as he stated that “More innovation with friendly prices, let’s get the machine fully rolling. There are unconquered territories and we need to efficiently ensure our position is unshakable there.”
He added that “For 2021, our goal is to ensure more brand affinity between Mi Fans, Xiaomi users and the brand. Humanising the brand in the way we communicate, carry out activities will ensure this.”
In his opinion, the major challenge that will face many businesses and the Nigerian economy in 2021, he noted that giving the power to the fans in terms of the sort of activity and content produced would foster oneness and enhance growth, and so “sad as it may sound, exchange rate is the major hindrance”, in the country’s post-pandemic economy.
Assessing the attitude of Nigerian consumers in relations to the current economic challenges in Nigeria, Mr. Somoye said “Nigerians are aspirational people and no matter how challenging it gets, our insistence of getting the best things never change.
“Compared to the rest of the world, the Nigerian economy has been up and doing since the last quarter of last year, however it’s expected that our hitherto silenced information technology, tourism and hospitality sector would be the most beneficial this year.”
Somoye said his firm’s USP (unique selling point) is value, “We are offering an amazing level of value to our customers, it’s so difficult to resist. We are offering solutions to problems they shouldn’t even be aware of. We are making life simpler and easier for them.”
