The decline in smartphone shipments continues.
According to the latest quarterly mobile phone tracking report released by IDC, the overall shipment in the first half of this year was about 180 million units, down 5.4% from the same period last year. Gartner also expects global smartphone sales to drop by 2.5% in 2019, which would be the largest drop in the history of the smartphone market.
However, according to the global smartphone industry report just released by Counterpoint in the third quarter of 2019, the emerging smartphone brand realme climbed to the seventh place in global shipments in the third quarter, followed by Samsung, Huawei, Apple, Xiaomi, OPPO and After vivo, it officially entered the ranks of mainstream smartphone brands.
According to the data released by Counterpoint, realme’s global shipments in the third quarter exceeded 10 million units, an increase of 808% compared with the same period last year, and the growth rate ranked first among all brands, which also means that realme has become a global The fastest growing mobile phone brand.
From the very beginning of Others to the top ten in the world in the second quarter, after three months, realme has leapt forward again and won the seventh place in the world. It is inevitable that people will ask, what is realme based on?
In business management, there is a solitary peak principle, which means that the development of an enterprise (brand) does not mean that all aspects of the enterprise (brand) go hand in hand, and its changes and outbreaks always start and break through from a certain aspect, thus forming an “isolated” After breaking the original balance within the enterprise (brand), it will promote other aspects to follow up, thereby improving the overall quality of the enterprise (brand). In this way, “Gufeng” starts to reciprocate in the enterprise (brand) and continues to circulate, and spirally promotes the sustainable development of the enterprise (brand).
So, what is the “lone peak” that prompted realme to leapfrog?
Right time + right strategy, precise market entry
It must be admitted that the overall market environment is not very good from the time of realme’s layout in overseas markets to the return to the domestic market. The genius of realme is that every time it enters a new market, it has undergone careful deployment and cut in at a very appropriate time, so as to achieve a one-shot success. red effect.
For example, when realme first entered the Southeast Asian market, although the overall negative growth of the industry, the local online market was still in a relatively early stage, so it adopted an asset-light online approach, which not only brought the brand into the overseas market, but also promoted the local online market. The development of e-commerce business has also found a blue ocean for itself.
In May 2018, realme’s first product, realme 1, was launched in India, and it was sold out in two minutes online, becoming Amazon’s “Best seller”. At the beginning of October this year, realme sold more than 2.2 million units in four days at Diwali, the Indian e-commerce festival. In Indonesia, realme achieved sales of 40,000 units in just 21 minutes on the e-commerce platform Lazada, winning the top three titles in the day’s total mobile phone sales, single product sales and fastest sales growth.
For another example, when realme returned to the domestic market in May this year, the focus of several mainstream brands such as Huami OV was on the high-end market. These four brands intensively released their latest flagship models in the first quarter, the Huawei P30, Xiaomi Mi 9, OPPO’s Reno series, vivo X27, these products are all in the price range of 3,000 yuan and above.
At that time, the domestic low-end market products were not competitive enough. Realme X, Realme X Youth Edition, and Realme X Master Edition, which were launched in China, were all priced between 1,000 yuan and 2,000 yuan. With the quality performance of “dare to leapfrog”, realme started with mid-to-low-end products in the domestic market and quickly gained a firm foothold. In the next five months, realme has gradually improved its product layout. At present, three core product lines of Q series, X series and X Pro system have been formed, and the entire product line from entry models to mainstream models to flagship models has been completed. Coverage of tiers and price segments.
With experience in overseas markets, realme’s online play is also handy in the domestic market.
In May 2019, after realme returned to China, its first product, realme X, was sold on JD.com, Tmall, and Suning.com and became the mobile phone brand sales champion.
In this year’s 618 Mid-Year Shopping Festival, realme became the champion of JD.com’s new mobile phone sales in the 1500-2000 price range.
The realme Q was released in September and received a very good market response, and it won 3 championships in half an hour after the first sale. The realme X2 won 10 sales crowns at the first launch.
In October, the first flagship product, realme X2 Pro, quickly won the sales champion of the three major e-commerce platforms as soon as it was released.
It can be seen from the above “records” that, as an online mobile phone brand focusing on the Internet, because of its “dare to leapfrog” product strength, realme continues to bring users a sense of surprise. Get all kinds of good results. Winning in the big nodes released by this kind of consumption concentration often results in a zero-sum ending.
Grasp the pain point + find resonance, lock the young core
Every era has keywords of the era, and every industry has keywords of the industry.
When the mobile phone industry has gone through the iteration of concepts such as women’s mobile phones, camera phones, game phones, etc., “young” has become the core that can be extracted from all concepts, and the industry has also deeply realized that the young group is the key to determining the market. Key variables of the competitive landscape.
However, the common problem in the current industry is that most brands only use a single function to respond to “young”. Realme’s leapfrog operation starts from the pain points of young people and seeks resonance with young people, and understands and approaches young people from the inside. Young core, grow together with young people.
First of all, realme adopts a light-asset, e-commerce, short-channel Model, allowing young people to buy their favorite products at affordable prices and shorten the distance with young people.
Secondly, realme has built a very young team, the average age of team members is no more than 30 years old, so that young people can talk to young people and share common values with young people in the attitude of “knowing you better”.
Thirdly, from design to experience, it is guided by the interests of young people and the individual needs of young people. For example, we have cooperated with well-known artists loved by young people, invited the world’s top 100 DJ Alan Walker to be the chief tuner of realme headphones, and invited National Geographic photographer Aaron Huey to be the video director of realme. The specially invited design director of realme is Naoto Fukasawa, a design master, who is continuously committed to bringing unconscious aesthetic design into mobile phone products, breaking the traditional aesthetic design language.
Finally, build a stage for self-expression and brand interaction for young people, and guide young people with brand tonality. From catering to guidance, realme has changed from passive to active among young people.
While still overseas, realme launched a design competition to encourage young people to create and express; created a realme global image competition to attract global fans to record their beautiful life with realme mobile phones. The event received nearly 20,000 submissions from all over the world. .
The above combination strategies allow young groups to quickly accept and recognize the brand tonality of realme. On the other hand, realme truly grasps the young group and makes it an important bargaining chip for its market competition.
Dare to leapfrog + real landing, value returns to experience
As of August this year, realme has successfully entered more than 20 markets including China, India, Indonesia, Spain, Italy, France, Russia, and Egypt. On October 15th, Europe and China simultaneously released the first flagship of realme, and realme began to enter mature overseas markets and participate more extensively in global competition.
Brand development and marketing capabilities can only be the icing on the cake. The final decision depends on product strength and user experience. Realme’s understanding of this is that, regardless of the price/performance ratio, it will make products with “surprise” by leapfrogging.
Due to the excessive pursuit of “cost performance”, today’s mobile phone industry has formed a “conventional” configuration “ceiling” in each price segment. Under the price limit, it is often obtained by sacrificing performance and design. The “surprise” mentioned by realme is actually breaking the configuration “ceiling” and bringing the performance, design and quality of high-end models into different price ranges to achieve a leapfrog experience.
For example, the realme Q series, realme has brought the mid-range 48 million quad-camera function into the 100 yuan price segment; another example, the realme X2 is priced at less than 1,500 yuan, but it is equipped with a 64 million eagle eye quad-camera and a Snapdragon 730G processor , coupled with screen fingerprints, 91.9% screen ratio, 3D glass body, Dolby panoramic sound, etc., were commented by netizens as “sincere to maddening”. You must know that the Snapdragon 730G was positioned as a terminal mobile processor when it was just released in April this year. The first Samsung Galaxy A80 equipped with the Snapdragon 730G was priced at 4,910 yuan.
In addition, in terms of technology research and development, realme takes the scene landing and user experience as the core direction. Especially in the battlefield of seizing the 5G highland, realme has turned the virtual into reality, laid out 5G application research and development in advance, and used the “real landing” method to plan the user’s experience limitations and build its own competition barriers. At the same time, due to sharing the supply chain and production line with OPPO, realme stands on the shoulders of giants and has better support.
What is “true landing”?
Today, many brands have released 5G mobile phones, but most brands of 5G mobile phones only have the communication capabilities of 5G networks, but are rarely involved in the construction of 5G applications and 5G ecology. This also means that for users, 5G mobile phones without applications and ecology are no different from 4G mobile phones in experience.
In order to break this limitation in experience, realme has set up a 5G R&D team to be responsible for the research and development of 5G terminal test prototypes and participate in operator-scale tests. At the same time, it is also trying to integrate with IoT to explore new products from the perspective of the entire 5G ecological IoT. , to develop wider application scenarios of 5G and accelerate the popularization of 5G in various scenarios.
Let the value be reflected in the experience, and the future of realme can be expected.
Summary: From the above analysis, it can be seen that realme’s strategic layout, marketing strategy, brand positioning, product strength, R&D supply and other aspects have their own unique features, and it is the joint force formed by these aspects that has formed realme’s leapfrog. The “Lone Peak” of the company has helped realme become the seventh in global shipments and the fastest growing smartphone brand in the world in a very fast time.
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Text | Zeng Ringing
Source｜Technology told Ling
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