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Beijing Digital to expand business abroad

December 14, 2015

Beijing Digital Telecom Co Ltd, China's largest mobile phone retail chain, has announced its plans for oversea expansion, a recent article on Ecns revealed.

Their five-year plan focuses on developing its business in Africa, South Asia and Latin America. At the end of the five years, their strategy should see them having opened 3,000 stores throughout ten countries.

In their first year, Nigeria and India will be the company's main focus as they plan to open 400 stores and reach 2 million in mobile phone sales.

Beijing Digital has already opened stores in Nigeria's biggest city, Lagos. They will eventually open stores in Abuja, Port Harcourt and other cities.

Senior analyst with International Data Corp, Yan Zhanmeng, said: "Nigeria is the largest mobile phone market in Africa, accounting for a 20% to 30% market share in the continent, while India is the biggest mobile phone market in South Asia, where the demand for mobile phones is big."

President of Beijing Digital Telecom, Jin Xin, said: "It is an irresistible trend to launch the globalization strategy. The telecom retail market in South Asia and Africa lags at least four to five years behind China, so there is huge potential."

In the third year of their globalization strategy, the firm plans to open a further 1,000 stores, enter five countries and reach mobile phone sales of 5 million. In the final year of their five-year plan, they aim to have a presence in ten countries with 3,000 stores and 10 million mobile phone sales.

Zhu Dalin, an analyst at Beijing-based consultancy Analysis International, warns of challenges Chinese mobile phone retailers may face in globalization. He said: "How to cooperate with local mobile phone brands to capture more market share is an issue that Chinese retailers need to consider."

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