Nubia is ready to dominate smartphone brands in PH

nubia is reinforcing its long term commitment to the Philippine market through sustained retail expansion across Mega Manila, supported by a rapidly growing nationwide footprint, increased retail investment and continued momentum in e commerce.

After launching its first concept stores and kiosks in select SM malls in 2024, the brand accelerated its expansion in 2025 with new locations at SM City Sta. Mesa, SM City Sucat and SM City Fairview, positioning itself in densely populated residential and commercial corridors in Metro Manila.

For 2026, nubia increased its retail expansion budget by 15 percent compared with 2025 and signaled the possibility of further investments if performance continues to surpass targets, while maintaining strong sales traction across TikTok Shop, Shopee and Lazada as part of its omnichannel growth strategy.

Gavin Lian, country head of nubia Philippines, said the company views the Philippines as a key growth market and is strengthening its omnichannel presence to make its devices more accessible to Filipino consumers.

From 2024 to 2025, nubia expanded its kiosk network from five to 32 units and is targeting 50 by 2026, while concept stores grew from two to six with a projection of 12 this year and two lounges were introduced in 2025 as part of its premium retail rollout.

The brand’s overall retail touchpoints increased from 700 in 2024 to more than 1,200 by the end of 2025, with a 2026 target of 1,500, while distribution stores expanded from 800 to over 1,400 and are expected to reach 1,600 by year end.

To strengthen after sales support, nubia established drop off service points in all MemoXpress stores nationwide to widen customer access to service and support.

Lian said each new store reinforces the company’s offline presence across Mega Manila, noting that Sta. Mesa connects the brand with students and young professionals, Sucat enables outreach to southern communities and Fairview anchors its presence in northern areas and nearby provinces as demand grows for accessible lifestyle and gaming devices.

Outside Mega Manila, nubia has lined up additional locations including a concept store at NCCC Mall Davao and another at Robinsons Place Dumaguete, along with kiosk openings in Waltermart malls and more Pacific Mall sites across Luzon.

The company is also expanding partnerships with mall operators including SM Malls, Robinsons Place, Waltermart, Gaisano Mall, Ayala Malls, Pacific Mall, NCCC Mall, BQ Mall and KCC Mall as part of its 2026 roadmap.

The expansion strategy reflects nubia’s goal of establishing a nationwide retail network across Luzon, Visayas and Mindanao.

Online, nubia sustained strong performance across TikTok Shop, Shopee and Lazada over the past year, particularly during major campaign periods and the holiday season, while collaborating closely with the platforms to offer exclusive promotions and campaign driven deals.

Sales on TikTok Shop gained momentum toward year end with November and December emerging as the strongest months, Shopee delivered consistent results throughout 2025 and Lazada recorded peak performance in June and December as a key channel for converting customer interest into purchases.

With its omnichannel infrastructure now firmly established, nubia said it is preparing to introduce the next phase of product innovations to the Philippine market.

The company is set to expand its local portfolio with the launch of a new gaming series in March, marking another step in its push to deliver performance driven and accessible devices to Filipino consumers.