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{"id":296996,"date":"2017-05-26T17:25:10","date_gmt":"2017-05-26T15:25:10","guid":{"rendered":"https:\/\/www.phonandroid.com\/?p=296996"},"modified":"2021-10-25T10:05:04","modified_gmt":"2021-10-25T08:05:04","slug":"wiko-comment-marque-francaise-imposee-face-geants-apple-samsung","status":"publish","type":"post","link":"https:\/\/www.phonandroid.com\/wiko-comment-marque-francaise-imposee-face-geants-apple-samsung.html","title":{"rendered":"Wiko : comment la marque fran\u00e7aise s’est impos\u00e9e face aux g\u00e9ants Apple et Samsung"},"content":{"rendered":"

Wiko, le constructeur de smartphones fran\u00e7ais a r\u00e9ussi \u00e0 s\u2019imposer en quelques ann\u00e9es comme le num\u00e9ro 2 du march\u00e9. La marque a r\u00e9ussi \u00e0 se hisser devant le g\u00e9ant Apple et juste derri\u00e8re le leader incontest\u00e9 Samsung. Mais comment une marque aussi jeune a-t-elle fait pour conqu\u00e9rir notre march\u00e9 ? R\u00e9ponses dans notre dossier.<\/strong><\/p>\n

\"wiko<\/p>\n

Wiko est arriv\u00e9 en cinq ans \u00e0 peine \u00e0 prendre une place sur le podium des plus gros vendeurs de smartphones en France. Sur ce podium justement on retrouve deux g\u00e9ants mondiaux du secteur : Samsung et Apple. Contrairement \u00e0 ce que l\u2019on pourrait croire, les deux monstres ne sont pas les deux meilleurs constructeurs en France.<\/p>\n

Si Samsung reste le leader incontest\u00e9, Wiko a pris la place de deuxi\u00e8me devant l\u2019am\u00e9ricain Apple<\/a>. Au Portugal Wiko est \u00e9galement 2\u00e8me, ebn Italie 3\u00e8me, et 5\u00e8me dans toute l\u2019Europe. Une performance qui en dit long sur la strat\u00e9gie gagnante de Wiko. Le constructeur fran\u00e7ais a pari\u00e9, comme les chinois, sur des smartphones au rapport qualit\u00e9-prix imbattable. Pari r\u00e9ussi ! Et la marque ne compte pas s\u2019arr\u00eater l\u00e0.<\/p>\n

Car depuis 2011, Wiko a multipli\u00e9 par deux son nombre de smartphones vendus. Contact\u00e9 par notre r\u00e9daction, Wiko est assez fier de ce succ\u00e8s rapide. La marque nous explique qu\u2019en 2014 Wiko vendait 4 millions de smartphones en France. En 2015, l\u2019entreprise atteignait les 8 millions d\u2019unit\u00e9s vendus. En 2016, alors que l\u2019ann\u00e9e n\u2019est pas encore termin\u00e9e, Wiko a d\u00e9j\u00e0 atteint les 15 millions de ventes<\/strong>. Et le mois le plus important de l\u2019ann\u00e9e n\u2019est pas encore pass\u00e9.<\/p>\n

Ce succ\u00e8s, la marque ne s\u2019y attendait pas elle-m\u00eame. Qui aurait cru qu\u2019une marque fran\u00e7aise parviendrait \u00e0 d\u00e9tr\u00f4ner le g\u00e9ant Apple ? Analyse des raisons de ce succ\u00e8s.<\/p>\n

Un coup de g\u00e9nie<\/h2>\n

Le Wiko Ufeel Prime que nous avons test\u00e9<\/a> en t\u00e9moigne, Wiko mise sur des smartphones au bon rapport qualit\u00e9-prix. Comme les constructeurs chinois, la firme a fait le pari du smartphone \u00e0 petit prix. Mais les deux fondateurs de l\u2019entreprise, Laurent Dahan et Michel Assadourian, ont eu un v\u00e9ritable coup de g\u00e9nie en misant sur ce cr\u00e9neau les premiers. Car en 2011, Free Mobile n\u2019existe pas encore et les smartphones se vendent encore en masse chez les op\u00e9rateurs.<\/p>\n

A l\u2019\u00e9poque, les cr\u00e9ateurs de Wiko en sont convaincus (rumeurs aidant), le march\u00e9 des op\u00e9rateurs en France va \u00eatre boulevers\u00e9, un nouvel acteur va faire son entr\u00e9e et va r\u00e9volutionner le mod\u00e8le \u00e9conomique. Les deux comp\u00e8res misent alors sur des smartphones \u00e0 petit prix qui pourront \u00eatre vendus sans forfait<\/strong> aux consommateurs les plus modestes.<\/p>\n

En 2012, Free Mobile fait son entr\u00e9e sur le march\u00e9. C\u2019est la r\u00e9volution du mobile en France. Chaque ann\u00e9e, la part de smartphones vendus sans forfait ne cesse d\u2019augmenter. Wiko a flair\u00e9 le bon coup et r\u00e9colte les fruits de son audace. En France, mais \u00e9galement \u00e0 l\u2019\u00e9tranger puisque son mod\u00e8le \u00e9conomique marche partout o\u00f9 l\u2019entreprise s\u2019installe.<\/p>\n