Thursday, July 18, 2024

Homegrown tech firm Redfox rebrands to go after millennials

Local brand Redfox Technologies, perhaps the country’s only PC maker owned and developed by Filipinos, has officially adopted a new logo to strengthen the brand locally and globally.

Redfox head honcho Andy Te with the company's  new logo
Redfox head honcho Andy Te with the company’s new logo

With a new brand identity that supports the tagline, “Luxury within Reach,” the tech company is eyeing to capture a slice of high-end market and millennials.

From being a PC manufacturer, Redfox has widen its product portfolio, which now includes premium selection of smartphones, laptops, gaming PCs, and other peripherals.

Although it is now targeting the premium segment of the market, Redfox said it will continue to offer products in the education and the government sectors — its traditional markets.

Over the years, Redfox has built a reputation in the local industry as an end-to-end solutions provider. As it undertook this expansion, it formed new subsidiaries that delivered the hardware and software products.

Among these subsidiaries are:

  • Redfox Laboratory International, which specializes in research and development of Redfox products, with offices in Shenzhen China, Hong Kong (hardware), and Philippines (software);
  • A.L.e-Component International., a company based in Cavite, Philippines, focusing on Redfox’s electronic manufacturing services (EMS);
  • Asiantech, a company also based in the Philippines that focuses on the distribution, logistics, and warehousing of Redfox; and
  • Wiz Store, Redfox’s concept store, catering to retailers and kiosks, with two branches located at SM North and SM Marikina.

As a company currently positioned in the market as an original equipment and design manufacturer, Redfox said it is determined to step up its game and position itself as an original brand manufacturer (OBM), catering to the upper and middle class customers, as well as millennials, here and abroad.

The new brand identity, “Luxury within Reach,” will help promote products that strike quality and elegance at a reachable cost, the local firm said.

In line with this, Redfox said it is building a global RMA (return merchandise authorization) and nationwide service center that will provide customer support round-the-clock.

Among the new products that Redfox is rolling out as part of its rebranding is a VR headset
Among the new products that Redfox is rolling out as part of its rebranding is a VR headset

To support its new brand identity, Redfox said it will soon open the first UXperience Center in Southeast Asia that will offer interactive e-sports and learning centers.

This approach, the tech firm said, is expected to catapult the brand into the global stage.

Redfox is also drawing plans for mall road tours to promote its first ever smartphone called “Aurea,” which is set to position itself as the brand’s latest flagship smartphone.

The company disclosed it is also partnering with local and foreign companies expand its footprint and adopt global best-practices to gain more business opportunities.


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