Gionee unveils new phones in China

The cowskin rear shell of Gionee's newly-launched M2017. [Liu Zheng/chinadaily.com.cn]

"By focusing on promoting micro-innovations that fulfill the requirements of its customers, the brand will also achieve positive feedback and recognition in the segment market," Yan added.

Gionee Communication Equipment president Liu Lirong, said the company has put in a hardware order with Samsung and was expecting to receive one million AMOLED displays from the manufacturer.