ZTE's Nubia Z5S and Z5S mini attract a record 2.5 million pre-orders in its homeland

Nubia, the premium smartphone arm of Chinese ZTE, has announced in a press release that the all-new Z5S and Z5S mini phones have attracted record-breaking 2.5 million pre-orders. What's equally impressive is that these were placed through just one eCommerce outlet – JD, also known as 360Buy.

The cumulative sales of the $330 Z5S and $250 Z5S mini have surpassed the sales of Xiaomi – the previous record holder. According to ZTE, the excellent market response has a lot to do with their evolving camera tech that now includes Optical Image Stabilization, along with the fact that they actively used consumer feedback during the production and design process:

Like numerous smaller Chinese smartphone brands, Nubia has also given in to the increasingly sensible online distribution approach, much alike to the aforementioned Xiaomi, which does not, as of yet, offer its phones in physical stores.

More importantly, both phones are packed to the brim with bleeding edge hardware. The Z5S, for example, sports one of those still rare 5-inch 1080p IGZO displays, along with a 2.3GHz quad-core Snapdragon 800, 2GB of RAM, and a 13MP OIS camera unit with an f/2.0 aperture and the ability to shoot 4K video. The smaller Z5S mini is no wimp, either, though it can't quite compare with the upcoming Sony Xperia Z1s. Its 4.7-inch 720p IGZO display is powered by the relatively less potent Snapdragon 600, 2GB of RAM, and a stripped down version of the same 13MP shooter, but without OIS and a less generous f/2.2 aperture.

In any case, looking at both the refined looks of the Z5S and Z5S mini, along with their impressive specs sheets, one can't help but admit that ZTE may finally have a winner on their hands, and one that is also sought-after in the West.

SHENZHEN, China--()--nubia, the boutique smartphone brand of ZTE, is pleased to attract a record-breaking 2.5 million orders for the Z5S and Z5S mini on JD.com as consumers in China overwhelmingly endorse the best-in-class photography innovations and other user-driven features pioneered on the new devices.

“The key is to deliver higher-quality products and ensure a great all-round purchase experience with logistics and customers support. There is a lot of potential in the “Internet phone”

The favorable market response to Z5S, priced at RMB 1,999, and Z5S mini, priced at RMB 1,499, surpassed a sales record previously set by Xiaomi, and affirms the strong potential of nubia’s online-based sales and marketing model. The two new smartphones were designed using consumer feedback garnered by nubia and JD.com in a C2B (consumer to business) approach to deliver a customer-defined user experience. Z5S and Z5S mini take nubia’s strengths in smartphone photography to a new level, becoming the first phones in China to offer the optical image stabilizer feature.

The new NEOVISION 3.0 system on Z5S and Z5S mini bring the feature of independent white-balance to smartphone users in China for the first time, after nubia pioneered independent focus and independent light-metering. The advanced imaging technology offered on Z5S and Z5S mini have earned the new handsets the moniker of “Single-Lens Reflex (SLR) Smartphones.” In addition, nubia’s industry-leading photography technology is now available for beta downloads (nubia Camera) by users of other handset manufacturers.

“At nubia, we want to re-define user experience and become a true `Internet phone’ brand,” said Mr. Ni Fei, General Manager of nubia. “We are committed to product excellence, and we want to stand tall in comparison with all the leading smartphone brands. To achieve this, we are open to feedback from users so we can truly earn their confidence and trust, and we will leverage ZTE’s high-quality supply chain to give users a high-quality and comprehensive online purchase experience.”

Since its creation a year ago, the nubia brand has gained a strong reputation for product excellence and innovation in the smartphone industry, pioneering outstanding smartphone imaging technology and multiple-carrier wireless network connectivity support. The collaboration with JD.com will help strengthen nubia’s “Internet phone” strategy and capabilities.

nubia is working closely together with JD.com’s JDPhone program in order to provide consumers with a trustworthy, convenient and trendy way to shop for new phones. Through partnerships in C2B product development, online pre-sales and logistics, nubia and JD.com are redefining the concept of the “Internet phone.” nubia’s strategy is backed by the market-leading resources of ZTE, helping to shorten product delivery times to customers and provide users with the best purchase experience.

“Our partnership with nubia is a landmark in the C2B business model, as user feedback has been integral to product development,” said Mr. Wang Xiaosong, Vice President of JD.com. “The key is to deliver higher-quality products and ensure a great all-round purchase experience with logistics and customers support. There is a lot of potential in the “Internet phone” model, as the e-commerce industry is still in its early stages of development.”

About ZTE Mobile Devices

ZTE Mobile Devices is a division of ZTE Corporation, a global telecommunications equipment, networks and mobile devices company headquartered in Shenzhen, China. ZTE is a publicly traded company listed on the Hong Kong and Shenzhen stock exchanges. ZTE is one of the Top 5 mobile handset and smartphone manufacturers in the world, according to global industry analyst IDC. The company produces a complete range of mobile devices, including mobile phones, tablets, mobile broadband modems and hotspots and family desktop integration terminals. A global leader, ZTE has partnerships with more than 230 major carriers and distributors in over 160 countries and regions around the globe. It also has strategic partnerships with 47 of the world’s top 50 carriers. In 2012, ZTE applied for more international patents than any other company in the world.

For more information, please visit: www.ztedevices.com


ZTE Corporation
Margrete Ma, +86 755 26775207
Edelman PR
Mark Lee, +852 2837 4756
Andres Vejarano, +852 2837 4735

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