In a January 5, 2024 interview with Gizchina, Infinix Mobility CEO Benjamin Jiang attributed the company’s approach to growth to understanding young consumers, designing products around specific needs, and using partnerships and local marketing to build its brand. He pointed to the GT 10 Pro, NOTE 30 series, and ZERO 30 as examples. These are Jiang’s explanations of Infinix’s strategy, not independent proof of what caused the company’s growth.
What Jiang says is behind Infinix’s growth
Jiang’s account combines product development, consumer engagement, and brand-building rather than crediting a single product or tactic. He said Infinix staff travel to meet local consumers and use feedback to inform product decisions, with a focus on younger buyers. “To put this simply, understanding our users is core to everything at Infinix,” he told Gizchina.
The interview introduces the discussion by saying Infinix surpassed its third-quarter 2023 targets and recorded the largest year-over-year increase in global smartphone shipments. It gives no shipment figure or underlying data publisher in that passage, so it should be read as the interview’s description, not as a verified market statistic.
How the product examples fit the strategy
GT 10 Pro: a gaming-focused proposition
Jiang connected the GT 10 Pro to mobile gaming among budget-conscious young consumers. He said Infinix’s own consumer research found that players were frustrated by intrusive advertising and bloatware on other gaming phones; the interview does not disclose its research methods or sample size.
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He also said Infinix collaborated with game developers to raise refresh rates for Mobile Legends: Bang Bang (MLBB), PUBG, and Free Fire, citing 90–120 Hz and contrasting that with 60 Hz on regular phones. Those are interview-era claims, without game-specific figures, settings, or test conditions. The interview does not independently verify performance or compare devices under common testing conditions.
NOTE 30 series: charging for different needs
Jiang cited the NOTE 30 series and Infinix All-Round FastCharge as an example of responding to varied charging needs. His answer provides no technical specifications, charging benchmarks, or independent comparison, so it explains the intended product positioning rather than demonstrating a measurable advantage.
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ZERO 30: smartphones as storytelling tools
Jiang presented the ZERO 30 as a phone for video creation. He said Infinix’s Indonesia team used the device to make a film addressing school violence. The interview gives no independent assessment of the film’s reception or results, and Jiang’s reference to future video features does not establish a product roadmap.
How partnerships support product and brand positioning
Jiang described partnerships as serving both product experience and brand building. His examples included “Sound by JBL,” a voice assistant powered by ChatGPT, TikTok, the Venice International Film Festival, and sponsorship of the PUBG Mobile Global Championship (PMGC). The interview describes these as partnership contexts or aims; it does not establish that every relationship is ongoing or report quantified results.
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For the creative side of the strategy, Jiang said Infinix’s work with the Venice International Film Festival and its “New Image New Life” theme was intended to connect technology with creative expression. He also said TikTok collaboration was meant to provide content that would engage local young people. These statements describe the company’s intent, not independently measured audience impact.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How Infinix describes entering and adapting to markets
Jiang described Infinix’s expansion as moving from its roots in Africa into the Middle East and North Africa (MENA) and Asia Pacific. He said the company prioritizes user experience and feedback, relies on e-commerce as a main route into new markets, and uses youth-oriented partnerships as part of localization.
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The interview does not assess Infinix’s market share, distribution reach, or performance in those regions. It offers Jiang’s account of the company’s approach, not a comparative evaluation of its expansion against competitors.
What the interview does not explain about affordability and margins
Asked how Infinix balances affordable products with profit margins, including whether manufacturing or supply-chain strategies help, Jiang declined to answer. He said the issue involved complex management details and strategic partners. As a result, this interview provides no evidence about Infinix’s production costs, margins, or supply-chain economics; a reader should not infer a particular cost strategy from the product examples.
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The interview is useful for understanding how Jiang framed Infinix’s priorities in early 2024: listen to consumers, build around specific use cases, and connect products with cultural and technology partners. It does not establish that these choices alone caused the company’s growth, nor does it supply independent performance tests, financial results, or evidence that the cited partnerships continue today. Source: Gizchina interview with Benjamin Jiang, published January 5, 2024.
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