Xu Qi, vice president of realme and president of global marketing, recently accepted an interview with the media, and he is very clear about the planning idea of realme: since the end of 2019, realme announced that it will only make 5G mobile phones; the brand is positioned as a "tech tide brand" for young people.Suning.com and other cooperation have fully entered the offline channel and deepened the domestic market.
Realme was established in just two years, and adopted the mode of predominantly attacking overseas and then entering the domestic market. According to counterpoint data from a third-party organization, it sold 25 million units in 2019; the agency ’s February 2020 global smartphone market monitoring report 》 Realme ranks seventh in the world in sales. It has also become the fastest growing mobile phone brand in the world.
Recently, the first selling price of the X50m mobile phone launched by Realme is only 1999 yuan for the 6G + 128G version. This mobile phone brings the 120Hz high refresh rate screen, 30W flash charge, 6 major 5G mainstream frequency band coverage and 48 million wide-angle four-camera into the 2000 yuan price segment , Become "5G universal mobile phone". As realme breaks into offline channels, it means that it will form a confrontation with Glory and Xiaomi and compete for more market share in the domestic market.
Realme hopes to bring users a product with a sense of surprise, and always adheres to the concept of "dare to leapfrog" to create a "technical tide brand". "Starting from the Japanese designer Saginaw NATO's version of the mobile phone, there will be more designers participating below."
The following is the dialogue finishing:
"Technology Tide Brand" comprehensive leapfrog on 5G models
1. Many brands are grabbing the market share of young people. How does realme plan to cut in?
Xu Qi: From the beginning, we hope to become a technology tide brand that can play with young people, bring young users with products that have both technology and design, and also hope that through the communication methods that young people like To reach users with multi-frequency and multi-scenes through youthful language.
In marketing, Realme advocates "fashionable marketing". For young people, brand culture is very important, especially for young Chinese consumers today. Brands need to allow consumers to identify with them in order to be sticky and loyal to the brand. .
Since entering the Chinese market this year, we have done a lot of exploration and layout: first, to enable trend icons that fit the brand: from Yang Zi, the world ’s first spokesperson for the real self brand, to Wang Chenyi, the real music experience officer, and then the real real first Ma Boqian, a partner of my Chaowan, through the image of young powerful idols among young users, to convey the realme of youth and maintain the brand image of true self.
Second, the innovative conference format: from the first talk show interview conference to the opening of the live broadcast of stars and rap product links, try to break through the conference format. Third, pay attention to tide play design and form a "fashion play co-creation alliance"; fourth, explore and arrange short videos, live broadcasts and other channels that young people like.
Some time ago, I did a Tmall live broadcast for the first time. This kind of bringing goods felt very special. During the live broadcast, more than 400 mobile phones were sold.
2. Realme was born out of OPPO. OPPO used to better link up the entire link from advertising, media, channels, products, etc. Now, is it possible for realme to be in the B environment, vibrato and quick hand in the new era of communication environment? In the video environment, find your own style of play as soon as possible?
Xu Qi: Realme operates in an asset-light manner, which determines that our marketing method is to do rallying, and I hope to do it mainly through asset-light and word-of-mouth recommendation. Douyin and Station B are some of the channels, and the platform that more young people pay attention to will be the direction of realme's expansion. Douyin's live streaming, knowing, etc. are all important word-of-mouth fermentation platforms.
Realme wants to find his own way of focusing. Young people will pay attention to many trendy brands. For example, young people will often visit Converse and Vans when buying shoes and clothes. The brand has its own trend attributes, and there will be cultural concepts emphasized by the brand. Young people are willing to pay for these brands because in their cultural identity, these brands are trendy brands and fit their identity.
The same is true for realme. Taking up the tide play concept, realme's overall marketing strategy will be clearer and more focused. Tide is design, play is performance.
3. Will you continue to use Japanese designers in the future? Can you think of hiring other designers?
Xu Qi: Realme enters the Chinese market and works with the international top design master Naoto Nagasawa to create a master version, which has a good response in the mobile phone circle and marketing circle. In the design concept, it not only adheres to the unconscious aesthetics created by the master, finds the inspiration from life and brings it back to the design principles of life, but also implements the concept of "fashion design" in realme. , We will maintain long-term in-depth cooperation.
We are now in close communication with the trend designers in China, France, Japan, South Korea, and the United States, and we will bring more models to co-create designs on the next mobile phones and AIoT.
In the future, realme's layout in Chaowan Technology will mainly focus on "5G" and "AIoT". We hope to enable young people around the world to experience the cutting-edge technology trends for the first time. This year's realme AIoT will launch more than 50 trendy single products. Soon you will know that we need another designer's product to come out.
The designer designed better products and we will use them all over the world. In India, the sales of onion and white garlic are very good. Red brick cement also caused a good response in Southeast Asia.
Deploy offline multi-channel sales model
4, this time you entered the domestic offline, we want to know the offline situation in India and Indonesia before:
Xu Qi: Starting with e-commerce in the Indian market, the development is relatively fast. Take Flipkart as an example of online share. It has reached the top of Flipkart's total platform e-commerce sales, second in overall online market share, and online inventory has occupied a dominant position . Taking advantage of the trend to actively expand the offline part, we are working hard to make the ratio of online to offline 1: 1, and conservatively estimate the ratio of online to offline 7: 3.
The Indian market has special offline channels and many individual shops. Realme is actively deploying some small stores, but the progress has been slightly slowed down due to the epidemic. The overall plan is to make more offline stores this year. At present, we are cooperating with many offline distributors, businesses and individual self-employed individuals.
Indonesia is a country with a relatively small percentage of e-commerce. Starting from entering the Indonesian market, we go hand in hand online and offline, and the main offline dominates.
Realme has more special areas and some small stores in Southeast Asia. When it first entered the Southeast Asian market, it started from chain stores, including some couples stores. The entire format of Southeast Asia is mainly offline, and offline stores will be more in line with local market needs. . Southeast Asia as a whole will account for the top 3 to 2 of realme's overall sales, and India currently accounts for the largest proportion of sales.
5. What has been affected since the outbreak?
Xu Qi: In this epidemic, many countries have tightened their policies, and realme ’s overall sales have undergone some changes following changes in policies in different countries. For example, in India, the entire e-commerce business has been stopped some time ago, which has a greater impact on realme; some regional policies are only tightened slightly, and the impact will be slightly smaller.
Overall, realme is mainly based on online business in most countries, basically no country or market is purely offline. After the epidemic, the online recovery must be first. In many brand comparisons, the impact of the epidemic on realme is slightly smaller, and I am very confident in the recovery after the epidemic.
6. The epidemic situation has been well controlled in China. I have entered the offline store of Suning Tesco before and are entering the mobile channel. What are China's offline plans to do?
Xu Qi: In the domestic market, realme will develop a multi-channel sales model, not just purely online. I hope that this way, including cooperation with operators, will carry out some policy cooperation. So the channel like the operator will be the channel with closer cooperation this year.
The realme X50m just released is our online and offline cooperation model with China Mobile. In order to cooperate with the expansion of channels, we have released some favorable policies for users, such as customer service for 30-day long-term replacement.
7. How was the cooperation with China Mobile achieved?
Xu Qi: Realme, as a pioneer of 5G pioneers, is the first domestic market to propose a comprehensive 5G brand. At the end of last year, realme became the first batch of members of China Mobile's 5G terminal pioneer industry alliance, and reached a cooperation with China Mobile. X50m is a big move for realme as 5G popularization. This year, 8-10 products will be listed on mobile channels.
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