IFA 2024: Ulefone Leads the Rise of Chinese Rugged Phones in Overseas Markets, Targeting the Global Professional Outdoor Tech Sector

IFA 2024: Ulefone Leads the Rise of Chinese Rugged Phones in Overseas Markets, Targeting the Global Professional Outdoor Tech SectorAt IFA 2024 in Berlin, German, Chinese brands demonstrated their considerable strength on the global stage, with numerous home appliance, PC, and semiconductor companies achieving remarkable results. Beyond well-known brands like ASUS, TCL, and Midea, Chinese companies specializing in niche markets also captivated global attention

IFA 2024: Ulefone Leads the Rise of Chinese Rugged Phones in Overseas Markets, Targeting the Global Professional Outdoor Tech Sector

At IFA 2024 in Berlin, German, Chinese brands demonstrated their considerable strength on the global stage, with numerous home appliance, PC, and semiconductor companies achieving remarkable results. Beyond well-known brands like ASUS, TCL, and Midea, Chinese companies specializing in niche markets also captivated global attention. Among them, Shenzhen-based Ulefone attracted considerable attention from outdoor enthusiasts and media alike with its professional rugged tech devices.

While Ulefone might be relatively unknown in the domestic Chinese market, it's already a key player in the professional outdoor tech market across Southeast Asia, Africa, and Europe. Ulefone's success lies in its precise market positioning the professional rugged device sector. "Rugged" is merely the foundation; its meticulous product design and functional innovation are key differentiators.

Ulefone showcased several new products at IFA 2024, spanning smartphones and tablets. The Armor 28 Ultra, Armor Mini 20, and Armor Pad 4 were particularly noteworthy, challenging preconceived notions about traditional rugged devices.

Armor 28 Ultra: A Flagship-Performance Rugged Smartphone

The star of Ulefone's IFA showing, the Armor 28 Ultra is a stunning rugged smartphone. It shatters the stereotype of rugged phones having poor performance, boasting MediaTek's latest Dimensity 9300+ chip, offering performance comparable to mainstream flagship phones. This is rare in the rugged phone market, where durability and battery life often come at the expense of processing power.

Ulefone seems to have identified this market gap, launching this flagship-performance rugged phone. Its hardware is equally impressive: a 6.67-inch OLED screen, 16GB of RAM, 512GB of storage, a triple-camera system featuring a 50MP Sony IMX989 main sensor, and a thermal imaging version upgraded to a five-camera system with two thermal imaging sensors.

The Armor 28 Ultra's most unique feature is a 1.04-inch secondary screen embedded in its rear camera module. This displays time, notifications, and allows for some settings adjustments without activating the main screen, extending battery life and improving usability outdoors.

In terms of protection, the Armor 28 Ultra boasts IP68/IP69K and MIL-STD-810H certifications. IP69K certification means it can withstand high-pressure water jets (100-150 bar) at temperatures up to 80C while remaining fully functional. MIL-STD-810H is a globally recognized military standard, demanding exceptional impact resistance and reliability in extreme conditions.

The Armor 28 Ultra perfectly combines flagship performance with professional protection, reaching top-tier consumer-grade functionality and durability, attracting significant attention and highlighting the growth in demand for niche market segmentation.

Armor Mini 20: Compact, Powerful, and Perfect for Outdoor Adventures

In contrast to the Armor 28 Ultra's comprehensive design, the Armor Mini 20 embodies a "small but mighty" philosophy. This compact 4.7-inch phone integrates thermal imaging, LED lighting, a warning light, and 5G connectivity.

Portability is crucial for outdoor workers. The Armor Mini 20 achieves exceptional portability without sacrificing functionality, thanks to Ulefone's years of OEM experience and strong domestic technical support.

Armor Pad 4: A Pioneer in Rugged Tablets

The Armor Pad 4 is a rare rugged tablet. Its 10.36-inch 2K display meets professional display needs and is suitable for outdoor leisure.

It also features IP68/IP69K and MIL-STD-810H certifications, supports 5G connectivity, and includes a uSmart interface for connecting various professional accessories to expand its detection capabilities. The Armor Pad 4's versatility and durability make it an ideal multi-purpose professional device, perfectly aligning with the diverse needs of overseas markets.

Ulefone's Product Strategy: A Perfect Blend of Core Functionality and Specialized Design

Ulefone's showcased products reveal a clear product strategy: master core functionality and implement specialized design. The Armor 28 Ultra and Armor Mini 20 represent rare innovative designs in the rugged phone market, setting them apart and attracting numerous overseas customers.

Ulefone's success also showcases the strength of China's supply chain and the advantages of creating niche, targeted products. By seizing this opportunity, Ulefone has rapidly become a rising force in the outdoor market.

Rugged Phones: Cold Reception Domestically, Huge Potential Overseas?

Ulefone, a renowned rugged phone brand overseas and one of the first Chinese brands to enter international markets, was interviewed by Lei Technology's reporting team at IFA. Ulefone's staff explained their go-to-market strategy.

Ulefone representatives stated that while they have a significant overseas presence, they are also a major rugged phone brand domestically. However, due to the specialized nature of their products, they remain largely unknown to average consumers. Their focus on overseas markets is driven by two key factors: higher demand for rugged devices abroad and stronger competitiveness in those markets.

In terms of market demand, the European and American markets consistently demonstrate high demand for multi-functional rugged devices, appealing not just to professionals, unlike the domestic market.

Ulefone further explained that lower labor costs and well-established basic services in China mean that specialized needs can be met by hiring professionals. Conversely, high labor costs in Europe and America encourage consumers to purchase specialized equipment.

For example, the thermal imaging versions of the Armor 28 Ultra and Armor Mini 20 are extremely popular in European and American markets. Thermal imaging can detect termite infestations in homes, saving considerable remediation costs, and assist in night hunting. These applications are less prevalent domestically, making professional multi-functional rugged phones more sought-after overseas.

Ulefone continuously incorporates new features like walkie-talkie functionality and satellite communication, and designs uSmart interfaces and various professional accessories, broadening product applications and appealing to professional companies by reducing equipment procurement costs.

Ulefone's participation in IFA aims to further expand into European and American markets. They prepared extensive on-site testing environments to attract visitor attention. Ulefone is confident in its products, emphasizing competitive pricing, long-term service and ecosystem support, and continuous technological iterations based on market needs.

Regarding the domestic rugged phone market, Ulefone remains optimistic. The rapid growth in outdoor sports is driving sales of rugged products, with brands like AGM developing lighter, thinner rugged phones. Ulefone has also gained recognition and market share in the professional sector. However, Ulefone remains primarily focused on overseas markets, where mature demand and significant growth potential exist. Their goal is to establish a strong presence for Chinese brands in the professional overseas market.

From September 6th to 10th, 2024, IFA 2024 showcased numerous Chinese tech giants, highlighting China's technological prowess. Lei Technology's IFA 2024 reporting team provided comprehensive coverage.